Diageo appoints Steve McCrystal as Chief Digital Information Officer to lead AI and data push – Storyboard18

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Diageo has appointed Steve McCrystal as Chief Digital Information Officer (CDIO), tasking him with driving the company’s digital and data strategy at a time when consumer companies are doubling down on AI-led transformation.
McCrystal took on the role in January this year, according to his professional update, and will focus on strengthening how Diageo uses digital tools, data and artificial intelligence across its consumer and customer operations. His mandate includes improving demand generation and fulfilment, areas where companies are increasingly relying on tech-led efficiencies.
The move also marks a return to Diageo for McCrystal, who earlier served as Senior Vice President for Global Business Services at the company.
Also read: Sumit Kohli joins dentsu as Head of Investment – APAC
He joins from Unilever, where he spent close to seven years as Chief Enterprise and Technology Officer. In that role, he oversaw a wide portfolio covering IT, finance operations, HR services, supply chain and real estate, giving him end-to-end exposure to large-scale business operations.
Before Unilever, McCrystal held leadership roles at AstraZeneca and Vodafone, working across global business services and shared operations.
Also read: OpenAI appoints David Dugan to lead global ads strategy
His cross-sector experience—spanning telecom, pharma and consumer goods—comes as Diageo looks to integrate digital capabilities more tightly into its core business. Like many global companies, the spirits maker has been investing in data infrastructure and AI to better understand consumers, streamline supply chains and respond faster to shifting demand.
McCrystal’s appointment signals a continued push to bring those efforts under a more unified, technology-led framework.
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