Mast-Jägermeister has lined up a change of CMO, with Dougal McGeorge preparing to take the recently-vacated position.
Current marketing head Wolfgang Moeller has left the namesake liqueur brand owner after 12 years, almost seven of which were as global CMO. He will be replaced from the beginning of March by McGeorge (below), whose job title will be senior VP of global brand marketing.
Details on where Moeller will be moving to were not disclosed.
McGeorge’s career in beverage alcohol dates back to 1998, when he joined DB Breweries in his home country of New Zealand. He then spent almost 11 years with Heineken from 2000, which included stints in Hong Kong, the Netherlands and Russia before moving across to Diageo in 2012 to become its global category director for scotch, then CMO in Korea. Most recently, McGeorge worked for Treasury Wine Estates from 2017 to 2019 as CMO for the company’s Penfolds brand.
The last five years have been spent as a freelance management consultant based in Austria.
“In Dougal, we have brought on board a brand strategist with extensive international experience,” said CEO – and McGeorge’s direct report – Michael Volke. “His expertise in brand management and development, as well as his deep understanding of the beverage and spirits industry, make him the ideal person for this key global position.”
Three years ago, Mast-Jägermeister acquired an unspecified size stake in the Teremana tequila brand, partnering with co-founder Dwayne ‘The Rock’ Johnson.
