Diageo appoints John O’Keeffe as North America CEO
Diageo names John O’Keeffe as North America CEO as the company seeks to revive sales and strengthen its position in its largest market.
NORTH AMERICA – Diageo has appointed John O’Keeffe as CEO and president of its North America business, effective April 2026, as the company intensifies efforts to strengthen performance in its largest market.
O’Keeffe, a long-serving executive with more than 20 years at the company, currently serves as president for Asia Pacific and Global Travel. He will succeed Sally Grimes, who has stepped down from the role.
A Diageo spokesperson said O’Keeffe’s experience makes him well suited for the position. “[O’Keeffe’s] blend of consumer, brand-building and category capabilities uniquely positions him to lead North America over the next few years,” the spokesperson said.
Grimes, who joined Diageo in 2023 from Clif Bar where she was CEO, announced her departure in a LinkedIn post, stating that she plans to dedicate her time to a foundation established in memory of her late son.
O’Keeffe brings extensive international experience to the role, having held senior leadership positions across multiple regions and categories. His previous roles include president of Africa and Beer, CEO and managing director of Guinness Nigeria, and managing director for Russia and Eastern Europe.
He has also led global functions spanning innovation, beer, and Baileys, in addition to earlier roles in management and marketing within the company.
The leadership change comes at a time when Diageo is seeking to reposition its business following a period of weaker sales and declining share performance. The company’s North America region, which accounts for 36% of net sales, recorded a 6.8% decline in sales in the first half of its 2026 financial year.
Group CEO Dave Lewis highlighted the challenges facing the market earlier this year. “Our portfolio needs some time and investment to make it more competitive,” he said.
As part of its broader turnaround strategy, Diageo has reduced its shareholder dividend to redirect capital toward initiatives aimed at restoring growth and stabilizing sales volumes.
The company has also undertaken a series of asset disposals in recent months, including the sale of its Kenyan business and a cricket franchise in India.
Last week, Diageo’s Indian unit agreed to sell its Premier League cricket business to a consortium for INR 166.6 billion (US$1.77 billion), as part of ongoing efforts to streamline operations and focus on core priorities.
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