In this episode, Gordon Euchler sits down with Janina Jahns, Brands & Culture Director for Latin America and the Caribbean at Diageo, to explore her dynamic journey from studying Middle Eastern Studies and dreaming of a diplomatic career to leading groundbreaking cultural partnerships at one of the world’s biggest beverage companies. Janina shares behind-the-scenes stories about the fast-paced hustle of activating global brands across diverse cultures.
They dive into the power of overcommunication, the importance of local insights and why building cultural relevance is a data-driven, team-powered challenge. She also opens up about her long-standing fascination with the luxury industry, her transformative experience studying luxury communication at Harvard and how breaking traditional marketing rules can create lasting impact. Janina also talks about the opportunities she sees in integrating AI into marketing, not as a threat but as a chance to unlock more space for creativity, personalization and meaningful consumer connections.

Tune in for an inspiring conversation about ambition, curiosity and shaping the future of marketing across continents.