Marco Preda will be based in London as general manager for digital and e-commerce across Europe after building up Ralph Lauren’s e-commerce sites in 15 different European countries.
He will oversee a project that aims to ramp up the Smirnoff and Johnnie Walker supplier’s digital presence and build up sales.
He will be in charge of strengthening partnerships with retailers, direct-to-consumer and thebar.com.
Preda said: “As the industry leader Diageo is at the forefront of innovation and there is tremendous potential to further strengthen the business on the digital front.
“I am excited to lead this talented team to develop a best-in-class digital strategy for Diageo and offer a fantastic, seamless experience with our brands online to both our customers and our consumers.”
Diageo’s European president John Kennedy said: “We are constantly seeking new ways to innovate and to showcase and sell our brands in the most exciting, new, and convenient ways possible. The digital world opens up new opportunities for us and we are really excited about the role Marco will play in shaping the future of the company.”