Diageo has appointed Cynthia Ufele as Brand Influencer Manager and Culture Manager for its South, West, and Central Africa region.  This promotion recognizes Ufele’s significant contributions to the beverage alcohol industry.

Ufele’s impressive track record includes her previous role as Guinness Trademark Lead in Nigeria, where she successfully repositioned Guinness, achieving double-digit profit growth and establishing it as a leading equitable beer brand. 

She spearheaded award-winning campaigns like “Black Shines Brightest” and “Bright House,” championed inclusion and diversity initiatives, and revitalized Guinness’s cultural relevance through impactful football experiences and the groundbreaking Big Brother Nigeria campaign, which spanned Diageo’s Nigerian portfolio.

In her new regional role, Ufele will lead Influencer Reserve and Culture initiatives, a move by Diageo to strengthen brand engagement and cultural impact across Africa.

“I am excited to take on this new challenge and look forward to contributing to the vibrant and dynamic market in Africa,” said Ufele.

This appointment highlights the growing importance of cultural engagement and strategic brand management in Diageo’s African market.