Cristina has been with Diageo for 17 years and was appointed Chief Marketing Officer in July 2020. During her tenure she's held a variety of marketing leadership and general management roles in both developed and emerging markets. Most recently she was Global Category Director for Scotch and Managing Director for Reserve Brands, and previous roles include General Manager for Central America and Caribbean and Regional Marketing and Innovation Director for Diageo Africa.

Cristina is listed on the Forbes World’s Most Influential CMOs List, Campaign’s Power 100 list and ranked second on the prestigious OUTstanding LGBT+ Top 50 Executive Ally Role Model List for her commitment to progressive marketing across Diageo’s 200+ brands, and her role as Global Executive Sponsor of the Diageo Rainbow Network. In 2023, Cristina was named Global Marketer of the Year by the World Federation of Advertisers and named The Marketing Society’s Inspirational Marketing Leader of the Year.