Samantha Reader

Sam manages the marketing across Diageo’s full portfolio of brands in Northern Europe, managing a team of consumer marketeers aligned to 3 categories as well as a planning and media futures and digital team. She is based in Amsterdam.

Prior to her current role Sam was the Whiskey Category director for Europe (2017-2020) based in London, responsible for the Whiskey (and reserve) portfolio marketing across Europe.
Previously (2013-2017) also based in Amsterdam, Sam was Marketing Director for Diageo’s reserve brands and was Chief Executive of Diageo’s two Joint Ventures (within the reserve business) Ketel One Vodka and Zacapa Ultra-Premium Rum. Sam also held the position of Whiskey Innovation Director and GBD for Bushmills. In this role she developed Haig Club, Johnnie Walker Double Black and Buchanan’s Master amongst others.

Samantha graduated from Surrey University with an Honours B.A. She is married with a son and two stepsons (and a large dog).