James Alexander
Head of Culture & Entertainment, Premium Core, Diageo
James is Head of Culture & Entertainment, Premium Core, at Diageo. The company’s C&E (Culture & Entertainment) team is charged with earning attention and driving fame for Diageo’s brands across Europe. In addition to leading C&E strategy and activation across Europe for brands including Guinness, Smirnoff & Gordon’s, James is also responsible for Diageo’s ‘ICE’ measurement & evaluation framework.