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New role will advance Beam Suntory’s vision of creating a global brand led organisation that is putting its brands at the heart of the business.
Beam Suntory, a world leader in premium spirits including Jim Beam, Teachers, Courvoisier and Canadian Club, has named Jerry Daykin Vice President – Global Media. In this role, Daykin will advance the transformation of Beam Suntory’s media strategy to deliver on its premiumization and growth ambitions by further elevating the company’s brands onto a global stage to receive the iconic status that they deserve.
According to Beam Suntory, Daykin’s hire will help enable what they say is a premiumization journey.
The company goes on to say, driven by a unique value-creation model, the work begins with consumer centricity, relies on incredible quality and superior storytelling, key to Daykin’s role, and ends with executional excellence across consumer touchpoints.
Based in London, Daykin will advance Beam Suntory’s global digital transformation with a media playbook that equates Beam Suntory with a premium house of brands, leveraging their ability to captivate consumers on a global scale.
He will be supported by a team of digital and media leaders who represent new talent to the business, reflective of Beam Suntory’s mission to hire the brightest, most passionate and deeply human and empathetic leaders who are central to realizing its vision of putting its brands at the heart of the business.
Jessica Spence President of Brands says, “Jerry is an excellent example of how we are enabling transformative leadership through an organizational structure that unleashes creativity and limitless possibilities for human connection and growth”.
Spence continues, “Recognized as a global leader with a track record of driving brand growth through digital media transformation, Jerry shares our fundamental belief in the business model that brands create value. As we shake things up to unleash the full potential of our brands, Jerry will help to further evolve our global media capabilities and partnerships by putting our brands at the heart of the business and bringing their incredible legacies into the future”.
Daykin’s breadth of experience encompasses leading global media strategy and partnerships for Diageo where he pioneered the company’s ‘Trusted Marketplace,’ an approach that increases the quality and impact of a brand’s media, as well as co-developed its ‘Future Media Model.’
Most recently he led digital media transformation for GSK Consumer Healthcare across more than 50 EMEA markets, and served as the global co-lead of GSK’s #RepresentationMatters initiative to drive more diverse and inclusive marketing.
A strong believer in the impact that media and marketing can have on society, Daykin co-chairs the World Federation of Advertisers’ (WFA) Diversity Task Force where he is helping to steer the industry’s efforts to improve diversity and inclusion and mitigate bias across the creative process. In addition, he is writing a book on inclusive marketing that is scheduled to publish in October 2022.
A passionate advocate for increasing diversity, representation and inclusion within media and marketing, Daykin will lead by example by instilling in his teams that each person has access to a blank canvas and the unique opportunity to play a role in designing a deeply human experience that has yet to be consumed by today’s global market.
Jerry Daykin comments, “I’m thrilled to be joining a business so determined to accelerate its global digital media transformation, with premium brands that have a right to win, and working back in a category I love”.
He continues, “Media has the potential to be a growth driving competitive advantage, with a socially conscious presence that funds a positive content landscape around it, and we’ll be building a team to scale that globally. The Beam Suntory experience is deeply human, and we will translate that into real life experiences for consumers across each and every brand”.