Diageo’s Shane O’Rourke on Navigating the Future of Commerce

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Shane O’Rourke, Head of Performance Marketing at Diageo, to explore how the global beverage giant is adapting to the unique economic challenges and shifting consumer behaviors in the UK market. Shane shares insights into how Diageo is leveraging technology, personalization, and retail media to remain competitive amidst inflation and the rising trend of premiumization and moderation in the spirits industry.

Shane also delves into Diageo’s innovative use of generative AI to drive cost efficiencies, enhance content creation, and gain critical consumer insights. He highlights the UK’s forward-thinking approach to retail media and how it's influencing Diageo's omnichannel strategy. Lastly, Shane reflects on Diageo’s commitment to fostering an inclusive workplace, especially in its efforts to recruit, engage, and retain Gen Z talent, ensuring the company remains vibrant and innovative.

Key Takeaways:

• How Diageo is leveraging generative AI for cost efficiencies and personalized marketing at scale.
• The importance of retail media in Diageo’s UK strategy and its potential to rival traditional advertising channels.
• Diageo’s approach to creating a diverse and inclusive workforce, particularly in engaging Gen Z employees.

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