All Ireland Marketing Champion 2023

Gráinne Wafer Global Director Beer, Guinness, Baileys, and Smirnoff, Diageo


Gráinne Wafer is Global Director Beer, Guinness, Baileys, and Smirnoff accountable for leading some of Diageo’s biggest global brands and is a member of both the Diageo Global Marketing and Global Senior Management teams. Over the course of her career with Diageo, which spans over two decades, she has held a variety of senior roles and has been instrumental in a number of significant brand achievements such as the Arthur’s Day celebrations for Guinness’ 250th anniversary; the brand and business transformation of Baileys; and launches of products like Guinness 0.0%, Guinness Nitrosurge & Guinness MicroDraught, which have contributed to unprecedented levels of growth for one of the world’s most iconic brands.

Gráinne also leads Diageo’s Progressive Marketing Programmes globally and is an advocate for inclusivity and diversity across the advertising and marketing industries. She is the Diageo representative for the UN Women’s UNstereotype Alliance and the World Federation of Advertisers DEI Taskforce amongst key industry partnerships and is a regular contributor to industry panels and alliances that seek to advance this agenda.