Daniel J. Cherry III, DIAGEO


Daniel Cherry III – SVP Marketing, DIAGEO North America

Daniel Cherry has had a number of extraordinary and varied stops along his career path to date.  The unifying thread in these diverse roles is his belief that in the world of marketing and messaging, one of the most important considerations is to manage one’s business from the bottom up by having a true open door policy with a community of consumers. Call it ultimate transparency, listening to the consumer, or believing that good ideas can come from anywhere—but that ethos is fundamental to the way Daniel Cherry approaches his roles.

He is currently the Senior Vice President of Marketing for DIAGEO North America, where he is responsible for leading the marketing and brand strategy across several spirits categories, totaling over 27million cases and generating over $2.2billion in annual revenue.   He took on this position in July after serving for 3 years as Diageo’s Vice President of Consumer Planning and Research. The British multinational is the world's largest producer of spirits and a major producer of beer and wine with brands like Johnnie Walker, Crown Royal, J&B, Bushmills, Smirnoff, Ciroc, Ketel One, Captain Morgan, Tanqueray and Guinness.

Prior to joining DIAGEO, Daniel was the Chief Marketing Officer of the legendary soccer club The New York Cosmos, made famous by global soccer icon Pelé. Daniel helped establish a $30 million valuation and buyout of the re-launched Cosmos international soccer brand.

His earlier career was on the agency side of the business.  He served as Managing Partner & Director of Brand Strategy at Anomaly, one of Fast Company’s most innovative agencies in the states. Daniel led the agency’s brand strategy division, working on global brands such as Converse, Umbro, Cole Haan, Budweiser, and Motorola. He also worked at Wieden+Kennedy and led strategy on Nike, the Jordan Brand, and ESPN. His work on Nike included the Grammy 2007 nominated song “Classic” (Better Than I’ve Ever Been) featuring pop stars Kanye West, Nas, Rakim, and KRS-One. His passion and expertise in music marketing led to his 2010 selection to the board of The Grammy Foundation – the charitable arm of the National Academy of Recording Arts & Sciences (NARAS).

Before W+K, Daniel was a co-owner of Frank151 Magazine and malbon Brothers Farms (mBF), the advertising and brand consulting division of Frank151 Media Group, where he led branded content, influencer, and experiential marketing strategies for Sprite, Toyota Scion, and glacéau Vitaminwater.  Daniel got his start in advertising at Crispin Porter + Bogusky where he brought AND 1 Basketball to the forefront of the athletic apparel industry.

Additionally, Daniel played a critical role in the development of the anti-tobacco “truth.com” brand, a campaign that has grown to be the most successful teen anti-smoking effort in history.

He has strong ideas about cross-culturalism in marketing and often speaks about diversity in advertising and how a term like “multicultural” might limit a marketer’s ability to engage deeply with consumers on an individual level.  According to Daniel Cherry, “There are many variables around why someone buys something and it’s not always because of their race or their orientation. Cross-culture to me is recognizing the new America, the mixing of cultures, thoughts, beliefs, and it’s not always based on the way you look.”


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