Gráinne Wafer crowned as the Inaugural European Marketer of the Year 2024
28 Jun 2024
The European Marketing Confederation has selected the inaugural winner of the European Marketer of the Year, crowning Gráinne Wafer, Global Director, Beer, Guinness, Smirnoff & Baileys at Diageo, at a Gala ceremony held in Madrid last night. This award recognises the very best marketers in Europe and the crucial contribution they make to our businesses, the European economy and our society.
Each European Marketing Association put forward its National Marketing Champions who underwent an initial screening process. After the first round of the formal selection process, eight finalists remained, all representing the very cream of the European marketing crop. An independent, professional jury interviewed each of the shortlisted candidates.
Chairman of the Jury, Martin Huisman commented: “It was an extremely tough competition. After all, every candidate is already a winner in their own country. Nevertheless, the jury was unanimous in their selection of Gráinne Wafer. They were very impressed by Gráinne; her personal qualities as a leader, her contribution to the marketing profession, and her expertise in marketing as demonstrated by her significant achievements in business.”
A Marketing Visionary and Business Leader
As one of Diageo’s most exceptional marketing leaders, Gráinne is celebrated globally for her strategic interventions that drive transformational performance outcomes. She holds positions as a Non-Executive Director (NED) and Public Limited Company (PLC) Board Director. Leading Diageo’s multi-billion-dollar premium core category, she oversees iconic brands such as Guinness, Beer, Smirnoff, Baileys, and Roe & Co whiskey. In addition, Gráinne is also a member of the Diageo Global Marketing Leadership Team and leads Diageo's progressive marketing program worldwide.
“Marketing is the navigation of growth in organisations"
Champion of Innovation and Transformational Leadership
Gráinne brings an entrepreneurial spirit and exceptional strategic business acumen to her roles. Known for her ability to simplify complexities, she revitalized Baileys into a treats brand, showcasing her innovative approach to brand reinvention and sustained growth.
Driving Business Success and Industry Change
Gráinne's tenure as Global Brand Director for Baileys saw the brand repositioned as an "adult treat brand," reversing a decade-long decline. Her leadership has unlocked breakthrough ideas and growth opportunities, significantly improving business performance.
She is also a member of the World Federation of Advertisers (WFA) Diversity Task Force and was awarded Ireland’s Marketing Champion 2023 by the Marketing Institute Ireland. Her global marketing pedigree includes over 15 years in VP and SVP roles at Diageo, focusing on innovation, commercialization, brand and marketing directorship, and communications. Additionally, she also has experience in PR and sponsorship.
An Influential and Inspirational Leader
Gráinne’s character and leadership style fosters an environment where others can excel. She acknowledges her team's contributions and takes satisfaction in mentoring their career development. Her infectious drive and compelling vision inspire those around her. Similarly, she balances risk and reward with a steadfast commitment to ethical progress, embodying the philosophy of "doing good by doing good business."
Championing Community and Culture
Gráinne leverages marketing to shape culture and promote inclusivity, supporting Diageo’s mission of "Celebrating life, every day, everywhere." She plays a pivotal role in Diageo’s 10-year ESG action plan, "Society 2030: Spirit of Progress," aimed to create a more inclusive and sustainable world.
Her leadership extends to industry-wide impact through her involvement with the United Nations at UNstereotype Alliance, aiming to eradicate harmful gender-based stereotypes in advertising.
“We need to earn the right to be in consumers' lives. We do not own that by default”
The European Marketing Confederation is proud to organize this high-quality competition to recognise the very best marketers in Europe and their critical contribution to our companies, the European economy, and society.
EMC chairman, Ralf Strauss remarked "The deeper meaning for organising this event is obvious. Marketing is a commercially crucial and ever-evolving profession in every economy. By creating this opportunity to platform top marketing leaders, EMC is highlighting the exciting career trajectory available to young marketers starting out, encouraging them to be ambitious in all they do"
Gráinne’s journey exemplifies entrepreneurial spirit, strategic business acumen, and ethical leadership, continuing to shape the marketing landscape, drive business success, and foster a more inclusive and sustainable society.