Dougal McGeorge becomes the new Head of Brand at Mast-Jägermeister SE

As a proven beverage and spirits expert, McGeorge is very familiar with the industry. The New Zealander has already held senior marketing positions in more than seven countries. He held various management positions at Heineken before expanding the global Scotch whisky portfolio as Vice President Global Brands Director at Diageo and diversifying Diageo's range on the market as Chief Marketing & Innovation Officer for the Korean national company. Subsequently, as global Chief Marketing Officer, he steered the further development of Penfold wines at TWE (Treasury Wine Estates). Before joining Mast-Jägermeister SE, he worked for several years as a management consultant at the Austrian digital agency LOOP Media.

“With Dougal, we have brought on board a brand strategist who has extensive international experience and has repeatedly proven that he can successfully position brands in a wide variety of market environments in a consumer-centric way, build equity and help them grow. His expertise in brand management and development as well as his deep understanding of the beverage and spirits industry make him an ideal fit for this key global position,” says Michael Volke, CEO of Mast-Jägermeister SE.

At Mast-Jägermeister SE, McGeorge will be responsible for the global marketing organization and strategic brand management of the core Jägermeister brand and will report directly to Volke. The focus will be on further developing the global brand strategy and translating it into unique and innovative brand experiences in close cooperation with the markets.

“I am very excited to become part of this traditional family business and to shape the future of the brand together with such a passionate team. Jägermeister stands for highly emotional brand management and strong authenticity. It is a great honor for me to carry these values forward and to work on taking the brand to the next level.”