The Marketing Leader Behind Smirnoff’s Global Glow-Up

A sit-down with Global Brand SVP of Vodka at Diageo, Stephanie Jacoby

Author

Carlo Palomino
July 25, 2025

Welcome back to The Friday Fortune! It’s that magical stretch of summer where time slows down, out-of-office replies skyrocket, and your creative brain is somehow both sunburned and over-caffeinated. You’re not alone. So take five, and let us refill your marketing mojo.

Each week, we spotlight the CMOs and brand leaders who are shaping culture, not just chasing it. From global powerhouses to category rebels, these are the voices making your next big idea feel just a little closer.

  • A sit-down with Stephanie Jacoby, SVP Vodkas and Smirnoff RTD at Diageo,

  • Why Cash App took Timothée Chalamet to the movies

  • Jordan Brand is turning 40

📈 Marketer of the Week

When it comes to building global brands with soul, Stephanie Jacoby knows the playbook and when to rewrite it. As Global SVP at Diageo and head of the Smirnoff brand, she’s helped shape the identity of some of the most iconic spirits in the world, from Don Julio to Johnny Walker. Her career at Diageo spans 17 years and countless campaigns but her true gift lies in balancing creative ambition with business clarity.

Stephanie started on Johnny Walker, one of the most revered names in spirits, and quickly proved that reverence doesn’t mean rigidity. She embraced the challenge of speaking to a customer base she didn’t fit into, and instead found opportunity in expanding the brand’s reach. That approach carried into her time as VP of Innovation, where she helped lead the reinvention of Smirnoff: not by walking away from its legacy, but by anchoring it in a global vision that made space for modern relevance.

Today, Smirnoff stands as the fourth-largest spirits brand in the world. But when Stephanie stepped in, it was fragmented. Different markets with different identities. Her first mission: unify the brand without erasing local nuance. The result was a sharpened global foundation that empowered markets to execute creatively, while ensuring Smirnoff looked and felt like a true icon everywhere.

What makes her leadership especially sharp is her ability to marry strategy with cultural fluency. Smirnoff’s media mix now includes high-reach plays like NFL partnerships and precision targeting across social. But Stephanie’s north star isn’t just awareness—it’s talkability. She’s focused on sparking conversation and cultural momentum, not just running ads. And through it all, the brand’s commitment to inclusivity remains central celebrating underrepresented voices and championing the idea that “the party’s better when everyone’s invited.”

For Stephanie, great marketing isn’t just about campaigns—it’s about casting a clear vision, galvanizing global teams, and building a brand that stays relevant without losing its core.

🧠 Stephanie’s Takeaway:

“If you want to go fast, go alone. If you want to go far, go together.”

Her advice to future leaders? Master the art of bringing people with you. In global brand marketing, progress is a team sport and success belongs to those who can lead with clarity, purpose, and inclusion.

To hear how Stephanie is future-proofing Smirnoff and reimagining legacy through a modern lens, tune into the full episode of CMO Weekly.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team