As Global Marketing Director for Diageo’s Smirnoff trademark, Nandini Nandakumar shapes the future of both the world’s #1 vodka and the Smirnoff ICE brand across diverse markets worldwide. Her role requires balancing the heritage of these iconic brands with the innovation needed to capture new generations of consumers.
Nandakumar brings more than a decade of marketing experience across consumer goods, retail, and e-commerce sectors, having worked globally in North America, Europe, and Asia. She has a proven track record of driving strong business results for both legacy powerhouse brands and challenging turnaround situations. She prides herself on her commitment to making a meaningful impact on consumers’ lives, business outcomes, and society at large, while maintaining a leadership style that is bold, empathetic, and collaborative.
Named to our Marketers to Watch list in partnership with The Wall Street Journal, we spoke to her about the evolving role of AI in global brand management, the importance of leading with humanity in a data-driven world, and her approach to developing new marketing leaders through sponsorship.
What book or podcast do you recommend to marketing leaders?
I’m a total nerd when it comes to podcasts and books, especially those that focus on marketing, strategy, and leadership. My favorite podcasts include The CMO Podcast by Jim Stengel, Uncensored CMO with Jon Evans (whose spontaneous and uncensored conversations I absolutely love), and On Strategy Showcase by Fergus O’Carroll, which is a strategist’s gold mine. For business and world updates, I rely on What’s News and The Journal from The Wall Street Journal. I also enjoy The Places You’ll Go Show with Mark Evans, which shares inspiring, grounded stories about real people’s journeys beyond marketing. For leadership insights, HBR On Leadership and HBR IdeaCast are must-listens.
When it comes to books, I recommend How Brands Grow by Byron Sharp, Lemon by Orlando Wood, Culture Map by Erin Meyer, and works by Peter Field and Karen Nelson-Field. These resources fuel my curiosity and keep me informed, inspired, and constantly learning in the ever-evolving marketing world.
How are you and your team currently using AI?
My team and I currently use AI extensively to enhance efficiency and personalization in global brand management. We leverage AI for content creation, producing master brand assets that local markets can adapt while maintaining brand consistency. This approach significantly reduces costs and turnaround times – for instance, using digital twins instead of traditional product shoots cut production costs by 50%.
Beyond content, AI enables hyper-personalization, not only in messaging but also in flavor recommendations tailored to consumer preferences. We apply AI-driven insights mining to analyze real consumer behaviors, helping us identify trends and optimize product innovation and marketing strategies.
While upstream AI applications like intellectual property management are still in exploration, we follow a test-and-learn approach to maximize AI’s potential. Additionally, AI supports media strategy optimization and consumer insights, allowing us to deliver more targeted and culturally relevant brand experiences worldwide.
What’s a prediction you have for marketing over the next few years?
In 2025, marketing’s biggest impact lies in being more human in a data-driven world. While AI and analytics enable precision, the true power comes from combining data insights with empathy and authentic connection. Marketers must act as general managers, balancing technology with understanding human needs, values, and emotions to drive meaningful business outcomes. This human-centric approach builds trust and loyalty, which are critical as consumers demand transparency and personalization that feels genuine, not algorithmic.
Businesses that succeed will use AI to hyper-personalize experiences while maintaining ethical data use and open communication. Omnichannel strategies will integrate seamless, consistent messaging across platforms, reinforcing brand authenticity. Marketers will increasingly focus on community-building and purpose-driven branding to foster deeper relationships. Ultimately, the future of marketing is about leading with humanity and creating value that resonates personally and drives sustainable growth in an increasingly complex digital landscape.
What’s the most innovative or exciting project you’ve worked on recently?
We recently launched Smirnoff ICE’s first-ever global campaign, marking 25 years since its worldwide debut. Developed with McCann New York, the campaign embraces the brand’s playful, irreverent tone with fresh, witty messaging like “We’re called ICE but we’re a liquid. We don’t get it either.” It kicked off with nostalgic 25th birthday assets and is rolling out across 20+ countries, including Brazil, Ireland, and the U.S., combining festival partnerships, innovative activations, and a shift from bottle to can packaging. The campaign taps into the booming RTD market and consumer demand for authenticity, leveraging digital and social media innovations such as Snapchat filters and interactive in-store experiences. This global effort balances Smirnoff ICE’s iconic legacy with bold, contemporary creativity to engage both loyal fans and new audiences worldwide.
What leadership muscle is most important for marketers to exercise?
The most important leadership muscle for marketers to exercise is the ability to lead through others with boldness, empathy, and collaboration. As a peer mentor alongside thought leaders like Thomas Barta and Syl Saller, I have seen firsthand the critical role leadership plays in marketing success. In Thomas Barta’s book, The 12 Powers of a Marketing Leader, he highlights that leadership skills account for 55% of what senior leaders believe contributes to a marketer’s success. Marketing leaders are change makers who must inspire and guide teams while keeping consumers at the heart of every decision.
For me, boldness means taking calculated risks; while empathy ensures we remain human-centered, valuing both our consumers and teams in a world that can often feel transactional. Collaboration is essential because impactful marketing requires diverse perspectives and joint effort. Marketing uniquely allows us to influence both people’s lives and business outcomes, and strong leadership is key to wielding that power responsibly and effectively.
What’s the most game-changing piece of career advice you’ve ever received?
The most game-changing career advice I’ve received is about the power of having a sponsor. Unlike a mentor who offers guidance, a sponsor actively advocates for you in rooms where you aren’t present. They speak up for your capabilities, recommend you for key projects, and open doors to opportunities that might otherwise be out of reach. Equally important is being a sponsor myself. I strongly believe in paying it forward by championing high-potential talent coming up behind me. By sponsoring others, I help create a culture of support and make it easier for future leaders to succeed. This cycle of sponsorship accelerates individual growth and helps develop the next generation of talent.
What gives you energy and inspiration outside of work?
Outside of work, I find my energy and inspiration primarily from my family. We cherish spending quality time together, whether it’s cooking meals as a team or going on walks. These moments allow us to connect deeply and recharge. We also share a love for movies across all genres and languages: English, my mother tongue Malayalam, Marathi, Hindi, German, Korean crime thrillers, French, Spanish – you name it – especially those with a good IMDb rating. This diverse cinematic experience broadens my perspective and sparks creativity. Additionally, I truly enjoy collaborating with creative and business teams, as my curiosity drives me to explore new ideas and approaches. My purpose is to be a springboard for people and brands, helping them realize their true potential. This blend of family inspiration and professional curiosity fuels my passion and keeps me motivated both personally and professionally.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
