Carmen Castillo Basagoiti

Head of Customer Marketing France @Diageo

Paris, FR

Driving brand growth across channels:As Head of Customer Marketing, I lead the development and execution of brand strategies to ensure our customers and consumers see us, know us, and love us across multiple channels in France: Off-Trade, On-Trade, Cavistes, Wholesalers, and Cash & Carry.My team combines strategic and operational expertise across functions such as Shopper Marketing, Innovation, Category Development, Advocacy, and Brand Building Strategy & Execution. I supervise a dynamic team of 15, managing a diverse portfolio ranging from Standard to Luxury and Prestige categories.This role has been part of a truly special and magical journey—building Diageo France from the ground up since March 2024. Together, we’ve constructed the team, the culture, our values, and the entire infrastructure and distribution networks needed to launch a world-class spirits company in one of the most pivotal markets for the industry.

NEOMA Business School

Bachelor of Business Administration (BBA), Centres d'études supérieures européennes de management

Universidad Pontificia Comillas

ICADE E4, Bachelor in International Business - French Program

Union Chétienne de Saint - Chaumond

French baccalauréat & Spanish selectividad