Gráinne Wafer

Global Brand Director, Baileys, Diageo

Gráinne Wafer, Global Brand Director for Baileys at Diageo, is responsible for the Baileys brand globally. One of the world’s leading spirit brands, it is an iconic Irish success story, loved by over 150M consumers in over 160 countries around the world. Gráinne is accountable for strategy, commercial and consumer performance & innovation for the Baileys brand across the world, in both developed and emerging markets.  Following a decade of decline, Gráinne has lead a global turnaround in the brands fortune, with three consecutive years of growth.

Gráinne also is joint lead of Diageo’s progressive gender portrayal programme globally and is the Diageo representative for the UNstereotype Alliance, a UN and industry wide platform which seeks to eradicate harmful gender-based stereotypes in advertising.

Gráinne has spent almost twenty years with Diageo working on a wide variety of brands, with local, European & global roles spanning communications, brand marketing, innovation and commercialisation.


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