Benjamin Lickfett

Benjamin Lickfett

Global Head of Digital Innovation, Diageo
Benni has over 15 years’ experience in using technology and innovation to unlock the brand potential of Fortune 500 firms and startups. In his current role, as Global Head of Digital Innovation at Diageo, he is driving the test & learn agenda and championing digital transformation across a world-class spirits portfolio. His team of creative technologist are implementing cutting-edge marketing, hospitality and retail tech solutions to future-proof the business and create a competitive advantage for brands including Guinness, Bailey's, Johnnie Walker, Tanqueray, Don Julio and many more.
Prior to Diageo, Benni co-founded the leading financial services comparison site in the Nordics, an e-commerce retailer for non-medical allergy products and the first user generated cause-marketing platform (one exit, one survivor, one implosion). Benni also spend several years consulting industry leaders such as Hilton Hotels, Best Buy, ExxonMobil, Cartier and Tetra Pak on their growth strategy.
Benni is based in London and holds an MBA from IE Business School and a BA in International Relations from Tufts University.

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