Diageo North America: Vice President, Brands in Culture

Jennifer Yu has joined Diageo North America as Vice President, Brands in Culture.

Her new role will focus primarily on integrating Diageo’s multi-cultural marketing efforts into a cohesive strategy and driving initiatives uniting entertainment endeavours with strategic partnerships.

Yu’s most recent role was as Senior Global Events Lead – High Touch Experiences at Apple, Inc., driving the ideation and development of global product experiences, being named to Biz Bash’s Top 500 people in events for three consecutive years.

Yu has been connecting brands and culture for over two decades.  For music mogul Sean Combs, she served as the Global Brand Director for DeLeon Tequila, launching the product and developing a disruptive digital-first strategy. For Grammy award-winning rapper T.I., she spearheaded his clothing brand’s first-ever national advertising campaign. In the fashion world, she introduced strategic and transformative partnerships to Fila USA and New Era Cap; and for global luxury juggernaut LVMH, she reinvigorated the Hennessy name and repositioned the brand in the luxury spirits category. At Hennessy, she won the Best Multicultural Marketing Campaign Gold Sabre Award for their most successful partnership to date: the ""Never Stop Never Settle"" campaign with rapper Nas.