Diageo nabs ecommerce director from Ralph Lauren in quest for digital excellence

Diageo has appointed Marco Preda as general manager, digital and ecommerce, Europe, a newly created role aimed at developing a 'best-in-class' digital strategy for the drinks giant.

Marco Preda: Diageo has appointed Preda to create a 'best-in-class' digital strategy
Marco Preda: Diageo has appointed Preda to create a 'best-in-class' digital strategy

In this role, Preda will be tasked with unifying Diageo’s digital practices and developing a "comprehensive digital presence spanning customer partnerships, direct-to-consumer and brand touch points to maximise online sales".

He will oversee the delivery of a consistent consumer experience across Diageo’s online assets, strengthen strategic partnerships with key customers, and generate new business. Preda, who will be based in the company’s London HQ, will also be in charge of growing the area of direct-to-consumer, as well as www.thebar.com, Diageo’s online drinks resource.

Preda joins Diageo from Ralph Lauren where he was the senior director for ecommerce, business operations and strategic planning. During his time at Ralph Lauren, he established the company’s European digital roadmap and launched the brand’s ecommerce platform in 15 countries across Europe. He also led the development of Ralph Lauren’s digital customer experience, direct to consumer operations and multichannel integration.

Prior to this, Preda worked for Foot Locker, developing the retailer’s presence across south-east Europe, and has also held various executive roles in the pharmaceutical and telecommunications industries.

Preda said he was looking forward to developing a "best-in-class digital strategy for Diageo".

"As industry leader, Diageo is at the forefront of innovation and there is tremendous potential to further strengthen the business on the digital front," he added.

John Kennedy, president, Diageo Europe, said: "We are delighted to welcome Marco and his considerable digital expertise to Diageo. We are constantly seeking new ways to innovate and to showcase and sell our brands in the most exciting, new, and convenient ways possible."

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