Guilherme Martins takes over the role of Patricia Borges, who becomes global business leader of the luxury portfolio
Diageo has appointed Patricia Borges to the role of CEO Reserve Joint-Venture & Global SVP, Luxury Business. The executive has worked since 2022 as VP of marketing and innovation for Brazil, a role that will be assumed by Guilherme Martins.
He previously served in Mexico as global marketing director for the tequila category. Both will officially start working in their new positions from November 20th.
In her new role, as the first Latin American woman to occupy a global position, Patricia focuses on promoting cocktails on a global scale, with emphasis on brands such as luxury rum Zacapa and Ketel One vodka and entering businesses where the company does not operate.
With almost two decades of experience in marketing, including local and global roles at renowned companies such as Natura & Co, General Mills and Whirlpool Corporation, Guilherme brings extensive knowledge and experience to his new position.
During his stay in Mexico, Guilherme Martins took on the challenge of developing the brands and all the markets where Diageo operates and meeting the demands for liquid premiumization.
He takes office on December 4th.
