Diageo has appointed marketing and innovation specialist Janine Blakeway as its new Global Head of Vodka Innovation. The role puts her in charge of shaping the company’s innovation agenda for one of its most established spirits categories worldwide.
Blakeway steps into the position after more than seven years at Diageo, during which she moved across several major spirits categories and took on a string of leadership roles.
“I’m delighted to be starting my new role as Global Head of Vodka Innovation at Diageo,” Blakeway said, adding that the assignment gives her a chance to bring the lessons, relationships and category knowledge she has built over her career to bear on the future of vodka.
A career built on category-hopping
Blakeway joined Diageo in 2019 in European Gin and Aperitivo Innovation, then spent several years leading European whisky innovation. Between October 2022 and June 2025, she served as Head of European Innovation for Whisky, Vodka, Tequila and Baileys, before moving into the role of Global Head of Luxury Innovation in June 2025.
Along the way, she has also worked across rum and global luxury innovation, picking up exposure to different consumers, teams and markets. She says that variety, and the continuous learning it demands, has been one of the most rewarding parts of her time at the company.
“I’m incredibly excited to bring those experiences into one of our most iconic global categories, working with amazing teams to explore future spaces and help shape what’s next for Vodka,” she said.
Life before Diageo
Blakeway’s résumé stretches beyond spirits. In 2018, she worked at Premier Foods as Innovation Controller for Bisto and Saxa. Before that, she spent more than five years at Mars as Lead Marketing Innovation Manager for Chocolate. Earlier still, she held marketing and brand roles at Coca-Cola and Cadbury, building a foundation in brand management, creative development and product innovation that now spans more than two decades.
Marc Zander, Chief Client Officer at Teads, who previously managed Blakeway, has described her as a highly creative innovation specialist known for an inclusive leadership style, a reputation her new role at Diageo will put to the test on a global stage.
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