Loomes is described as one of Ireland’s foremost beer marketeers and, as country director, will head up Diageo’s commercial and sales operations on Ireland. He succeeds David Smith who is now managing director, Diageo Australia.
A Dubliner, Loomes joined Diageo in 1999 from the Mars Corporation where he had spent seven years working in a number of sales and marketing positions in Ireland, the UK and Europe.
In his 16 years with Diageo, Loomes has held a range of senior marketing positions in Diageo’s beer business across Ireland, Europe and globally.
He has previously held the position of marketing and innovation director for Diageo Ireland, and in 2011 was appointed Guinness global brand director, where he oversaw Guinness marketing programmes across more than 130 countries around the globe.
Most recently as marketing director, European beer, Loomes led the marketing of Guinness and Diageo’s other European beer brands across the continent, alongside the creation of the Brewers Project, including HopHouse 13.
He has also overseen Diageo’s work on its agency brands in Ireland, including Carlsberg and Budweiser. This work played a crucial role in seeing the growth of Diageo’s beer business in both Ireland and the UK in the last 12 months, says the company.
President, Diageo Europe John Kennedy, said: “Our Irish business is a strong and important part of Diageo, and I’m delighted to be able to announce Oliver as our new country director. Oliver has a wealth of experience and knowledge of both the Irish business and the drinks industry in general, which he will bring to his new role.”
Loomes said: “In the last 12 months Guinness has returned to growth in Ireland, and I look forward to building on that success with a great team of colleagues in Diageo Ireland.”