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Carlos Esquivel Salazar
Director, Consumer Planning at Smirnoff / Diageo


Carlos Esquivel is Director of Consumer Planning at Diageo, a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer - including Smirnoff, Crown Royal, Don Julio, Guinness, Captain Morgan, Ketel One and Ciroc.

In his current role as Consumer Planning Director for Smirnoff North America, Carlos’s primary role is ensuring that powerful, people-driven insights are at the core of marketing strategies that secure sustainable growth. With a passion for inclusion, Carlos is also co-chair of the Rainbow Network at Diageo and leads multicultural workstreams in the marketing department.

As a passionate person intrigued by human behavior and cultural diversity, Carlos has lived in multiple countries and for over 15 years has worked on insights for a variety of geographical regions and brands. A major insight Carlos has drawn from his multifaceted career and broad life experiences is that, while finding differences is easy, the real – and exhilarating – challenge is finding similarities that allow brands and companies to grow across different countries and consumers.

Originally from Mexico City, Carlos holds degrees in Industrial Engineering and in Production Management from Universidad Panamericana. Carlos, his husband, and their adorable son currently live in Brooklyn, NY.

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