Guilherme Martins
Vice President of Marketing and Innovation
Diageo
With nearly two decades of marketing experience at Natura & Co, General Mills, Whirlpool and Diageo, Guilherme Martins specialises in connecting brands with culture, leading consumer-centric strategies and developing diverse teams. At Diageo, he was instrumental in the recovery of Johnnie Walker, the growth of the Scotch & Luxury portfolio and the global strategy for Tequila, repositioning Don Julio and driving double-digit growth. From 2024, he was VP of Marketing and Innovation at Diageo Brazil, where he led Johnnie Walker's most awarded campaign (Cannes Grand Prix, Effie and MMA). In 2025, he became co-chair of the ABA Council, promoting ethical and transformative marketing.