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Grainne Wafer

Gráinne is the Global Brand Director for Guinness, responsible for leading one of the world’s most iconic beer brands globally. Grainne is accountable for strategy, commercial and consumer performance and innovation for the Guinness brand, in both developed and emerging markets. Grainne was previously Global Brand Director for Baileys and Roe & Co. Following a decade of decline, Gráinne led the Baileys turnaround, with three consecutive years of growth based on a totally new strategy. Gráinne also is joint lead of Diageo’s Progressive Gender Portrayal programme and is the Diageo representative for the UNstereotype Alliance, a UN and industry platform seeking to eradicate harmful gender-based stereotypes in advertising. Gráinne has spent over twenty years with Diageo working on a wide variety of brands, with local, European and global roles spanning communications, marketing, innovation and commercialisation.
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