Diageo India is among the country’s leading beverage alcohol companies with an outstanding collection of premium brands.
In the dynamic world of business, some careers stand out not just for their longevity, but for their incredible breadth and impact. Serena Punch embodies this spirit. For a little over 12 years at Diageo, Serena has embraced change, chased opportunity, and continually reinvented herself, not because she had to, but because she chose to. Her journey is defined by bold pivots, creative courage, and a deep belief in raising her hand for what’s next.
Serena's professional foundation was laid during a transformative nine-and-a-half-year stint in the telecom sector. There, she honed her skills in various high-pressure commercial roles, including crafting national on-trade strategies and navigating retail through customer marketing. She recalls the intense pace of the industry, where sales numbers were tracked by the hour, and often found herself as one of the few women in a sales team, learning local languages like Kannada on the job. Serena was seeking an industry shift when the opportunity to join the Alcobev sector presented itself.
She joined Diageo India as a Team Leader in Sales for Karnataka just months before the landmark Diageo –USL merger. She witnessed the transformation firsthand, a defining moment that reshaped the organization and, in many ways, her own career trajectory. Post-merger, she transitioned swiftly into a Senior Manager role for Key Accounts in Karnataka, and later into a National Key Accounts position where she led Diageo India’s on-trade strategy. Over four and a half years, she established herself as a commercial powerhouse and an on-trade specialist.
But even amid success, Serena began asking herself an important question: What next?
After nearly nine years in commercial leadership, her heart yearned for a more creative outlet. A two-year stint in Customer Marketing had provided her with insights into her creative side, notably through her work on the ‘Re-vibe the night’ campaign for Johnnie Walker. Facing the demanding nature of a high-pressure commercial role, coupled with the responsibilities of being a mother to a young child in her mid-thirties, Serena candidly considered taking a break from her career. It was a heart-to-heart conversation with a mentor who advised her against quitting, emphasizing the challenges women face in balancing career ambitions with a young child, and how sticking it out can be beneficial in the long run. This empathetic guidance led to her pivotal transition into brand marketing, a role that demanded strategic thinking but allowed for more stability, proving to be a "big blessing" both professionally and personally.
Her move into brand marketing was impactful. She led the cultural positioning for Johnnie Walker, collaborating with the Global Johnnie Walker team and being a part of the core team that created the iconic ‘Keep Walking Anthem’ with John Legend and Raja Kumari, a source of immense pride.
After a year and a half, sensing the emerging tequila boom, she eagerly embraced the challenge of building the Don Julio and Baileys brands from the ground up for the Indian market. This role, which she has held for over two years, has been a "phenomenal change," with Don Julio rapidly gaining traction as a luxury spirit, further solidifying Diageo's premiumisation journey.
Serena was also one of the Two winners of the Diageo Global marketing awards last year & put India on the map for her exceptional execution of the ‘Day of the Dead’ campaign on Don Julio. She had the opportunity to gain firsthand experience at the Cannes Lions Festival of Creativity (which is every Marketeers dream ) and additionally also got the opportunity to be a part of the core Global creative council along with the Global MLT, an experience that she claims has left a lasting impact on her career at Diageo.
What has kept Serena inspired at Diageo for so long? The Powerhouse of brands & the exceptional people behind them.
She says that she has never "gotten bored" largely because she has embraced new roles every three years, treating each move like the start of a new career chapter. She speaks passionately about Diageo’s “two-way handshake”: while the organization provides opportunities, individuals are empowered to raise their hands, “unabashed and unafraid” and ask for what’s next. That spirit of self-advocacy, supported by strong leadership, has defined her journey.
Serena is also a passionate advocate for women in the workforce, actively participating in the Spirited Women's Network as an ally and team member. She highlights Diageo's progressive policies, including some of the industry's best health benefits, insurance, and leaves for fertility, adoption, and paternity. She recalls receiving significant support herself after her maternity break, even when policies were less formalized, underscoring Diageo's consistent commitment to nurturing strong women talent.
Outside of her thriving career, Serena is a devoted mother to an active ten-year-old daughter and a two-year-old fur baby, both of whom keep her on her toes. She finds joy in reading, traveling, and music, often grabbing opportunities to sing on stage, a passion from her college band days. Her life mantra, or rather, two guiding principles, are simple yet profound: firstly, to "really have fun" with whatever role you're in, owning it and finding excitement in daily work. Secondly, she strongly believes in being "bold enough to ask for help," whether from family, friends, or external support, acknowledging that no one can achieve work-life balance alone.
Serena Punch’s journey at Diageo India is a powerful reminder of what’s possible when individual drive, a thirst for continuous learning, and courageous self-advocacy converge with an empowering and supportive organizational culture. Her story is an inspiration to embrace change, challenge personal boundaries, and actively shape one's path towards impactful leadership.