We've had a lot of great people in a lot of great roles in this 10 Questions... series, but we reckon even those already featured would agree that 'global managing director of gin and rum' is the best job title we've had so far.
Patricia Borges holds that role, as well as CEO of Ketel One Vodka and CEO of Zacapa Rum, at Diageo. Which means, in addition to those CEO responsibilities, she oversees the global teams for Gordon's, Tanqueray, Captain Morgan and Seedlip, too.
Patricia joined Diageo as marketing and innovation vice-president in Brazil, Paraguay and Uruguay, before taking on her current role (based in Amsterdam) last year. Prior to Diageo, she was chief digital & marketing officer at L'Oreal, and also spent time leading marketing teams at Unilever and Mondelez (where she held our second-favorite title ever, marketing director of gums & candies).
A former chair of the Mobile Marketing Association, member of Meta's Client Council in Latin America and responsible for more award-winning campaigns than you can raise a glass to, here's an opportunity to learn from one of the very best...
1. If you could go back and relive one day in your career, which would it be?
The day I won my first Cannes Lions at age 27. I was working at Unilever, and we had developed a local campaign for one of our ice-cream brands, rooted in a simple but powerful insight. It started as a local idea, but the connection it created with consumers led to it being rolled out across more than 10 countries.
Seeing the work shine at the Palais, surrounded by some of the most brilliant creative minds in the world, I remember feeling overwhelmed - not just with pride, but with purpose. That moment shaped the kind of marketer I wanted to become: someone who champions bold creativity, leads with insight, and believes local ideas can have global resonance when they come from the heart. It was a defining point early in my journey and a reminder that great marketing can start anywhere, as long as it starts with meaning.
2. ...Now tell us about the day that still gives you nightmares.
There was a moment in my career at a previous company when we had to execute a massive product recall at a national level due to formulation issues. It was one of the most complex and high-stakes situations I've ever faced. We had to coordinate across distribution, sales, legal, communications, and customer service, while knowing that every decision we made would directly impact consumer trust and brand reputation.
What got us through was a clear, unwavering principle: always put the consumer first. That meant full transparency, immediate action and a relentless focus on doing what was right - even when it was difficult. That experience taught me that real brand-building isn't just about creativity or campaigns - it's about integrity. How you act in moments of crisis defines how much trust you earn in the long run. I'm proud to say we not only protected the brand, we deepened its relationship with consumers by showing up with honesty and responsibility.
3. Who gave you the piece of advice you still live by - and what was it?
It came from the then-CEO of L'Oréal Brasil, at a moment when I was doubting myself. I had just been offered the role of chief digital officer, an exciting opportunity, but also one that felt intimidating because I didn't have a traditional digital background. I remember voicing my concerns, and she said: "You might not have all the answers, but you ask all the right questions."
That one sentence changed everything for me. It reminded me that leadership isn't about having all the technical expertise - it's about curiosity, courage and the ability to bring the right people together to solve the right problems. That role became one of the defining moments of my career. It pushed me to embrace the unknown, trust my instincts and lead through learning. And to this day, whenever I step into new territory, I carry that advice with me.
4. What piece of work done by someone else are you truly jealous of?
The 'Like a Girl' campaign by Always still gives me chills. It broke every rule in the best way, turning a phrase of limitation into one of empowerment. As a marketer, you dream of ideas that become part of the cultural lexicon. That one did. And it reminded us all that great advertising can be a force for real change.
5. What's your elevator pitch to people thinking about getting into the advertising industry for the first time?
If you want to build brands that move hearts, change minds, and shape culture, this is the industry for you. Advertising today is no longer just about selling; it's about storytelling with purpose and connection.
You'll need resilience, curiosity, and a healthy dose of rebellion. But if you lead with empathy and stay close to the consumer, you'll realize that we're not just marketers - we're meaning-makers.
6. Why should more business leaders come from a marketing background?
Marketers understand people. We're trained to read signals, anticipate needs and craft value from insight. In a world where connection, innovation and agility are essential for growth, marketing isn't just a function - it's a strategic engine. Leaders with marketing DNA bring both empathy and commercial savviness to the table, and that's a rare combination.
7. What do more global companies need to know about the Latin America market?
That it's not one market - it's a mosaic. I am Brazilian and, having worked closely with every market within the region, I can confidently say that Latin America is rich with cultural nuance, emotional depth and creative firepower. Brands that succeed here aren't the ones who replicate global playbooks, but those who adapt with humility, listen deeply, and co-create with local talent. The opportunity is massive, but only for those who approach it with purpose and intention.
8. Lots of brands say they're part of culture... but what does it take for one to actually start shaping it?
It takes courage. Cultural relevance isn't earned by showing up; it's earned by standing for something. The brands that truly shape culture aren't chasing trends -they're creating space for dialogue, disrupting norms and amplifying underrepresented voices. They listen before they speak. And when they do speak, it's with authenticity and edge.
We put this into practice with Tanqueray and Ketel One through our collaboration with The White Lotus, one of the most iconic streaming series of recent years. We didn't just place our brands - we became part of the story. We created an exclusive drink, the Vesper Martini, served on-screen by a character played by our own spirits advisor, actor Patrick Schwarzenegger.
Fans could then enjoy the same cocktail at top bars or even recreate it at home with curated kits in retail stores. It was a seamless blend of entertainment, experience, and product - proof that when a brand adds real value to the cultural moment, it earns its place in the conversation.
9. At Diageo and L'Oreal you're overseeing multiple brands in a portfolio. What tips and tricks do you have to ensure you're able to do all of them justice?
It starts with clarity of role and positioning. Each brand must know its reason for being - why it exists, for whom and how it shows up. Then it's about empowering great teams and staying obsessively close to consumers.
I use what we call "brand breathing" - spending time each week immersed in the world of each brand, so their voices stay distinct and alive in my mind.
But beyond that, you need to keep a finger on the pulse of the market. Anticipating trends, spotting emerging behaviors and understanding which brands in your portfolio are best positioned to meet those moments is critical. And in a volatile environment, adaptability is everything. You need to be flexible, willing to pivot and ready to act fast. Portfolio leadership today isn't just about managing. It's about orchestrating: moving each brand in harmony with culture, consumer needs, and commercial opportunity.
10. What are you drinking to celebrate a job well done?
A timeless martini - always. There's just something about the whole ritual: the crisp clarity of the liquid, the elegance of the glassware, the unmistakable mood it sets. Sometimes it's gin - Tanqueray No. 10 if I'm feeling classic. Other times, it's vodka - Ketel One for that smooth, clean finish. Either way, it's simple, refined, and quietly celebratory. Just like the best kind of win.