Francesca Hayward
Senior Culture & Entertainment Manager @Diageo
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WORK HISTORY
Senior Culture & Entertainment Manager @Diageo
EDUCATION
Roehampton university
BA Drama, Theatre and performance Studies with English Language Bachelor honours
SKILLS
ABOUT FRANCESCA HAYWARD
I’m a culture-first marketer passionate about shaping how iconic brands show up in the world. Currently at Diageo, I manage the cultural and entertainment strategy across a portfolio of brands for GB, bringing heritage spirits into modern conversations through bold partnerships, storytelling, and experiences.With a career spanning music brand partnerships (Universal Music), lifestyle tech (Tinder), and now premium FMCG, I’ve built a unique lens on how brands can earn relevance in culture, by collaborating with artists, creators, and communities that move the world forward.I’m driven by a deep love for the arts, and my work sits at the intersection of storytelling, innovation, and emotional connection.
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