Duncan Wagner
Experience Digita Transformation And AI Professional
Amsterdam
Summary
Accomplished AI and Digital leader with a proven track record of driving strategic business outcomes through the deployment of AI. Experienced in leading cross-functional hubs and managing large, complex initiatives in a dynamic, global environment. Currently completing a Master's in Data Science and AI.
Overview
12
12
years of professional experience
1
1
Certification
2
2
Languages
Work History
MARKETING AI LEAD
DIAGEO
09.2022 - Current
- Delivered AI strategy to drive savings, ROI, and speed in marketing.
- Chaired Marketing AI Council, ensuring compliance and innovation.
- Achieving C-Suite approval on yearly strategy.
- Trained 800+ staff on AI use, benefits, and future of work.
- Scoped 10 strategic use cases to achieve £5m in sales.
HEAD OF DIGITAL DEPLOYMENT & MARKETING AI COUNCIL
DIAGEO
09.2022 - 06.2025
- Established + led AI Marketing Council, producing AI audit, risk assessment, 6 standards for AI use, and a governance system.
- Led roll-out of key technologies in European markets, reporting to Chief Digital Officer.
- Designed, scoped, and managed hiring for a 7 FTE Digital Hub in Europe.
- Member of WFA (World Advertising Federation) AI Steering Team.
CRM + DIGITAL MEDIA MANAGER
DIAGEO
04.2019 - 09.2022
- Grew Diageo Market Share on Amazon.de by 10% in Q4 2020.
- Secured £6m annual budget across Amazon, Google, and Facebook.
DIGITAL MARKETING MANAGER
THE WHISKY EXCHANGE
06.2016 - 06.2018
- Managed £750,000 yearly paid advertising budget.
- Consistently delivered 4:1 on all paid advertising.
SENIOR MARKETING EXECUTIVE
BERRY BROS. & RUDD WINE – EST 1698
05.2015 - 06.2016
- Briefed, managed, and analyzed three emails/week for an 80,000 customer database.
- Increased average open-rate to 25% through A/B subject line testing.
CAMPAIGN MANAGER
LAITHWAITE’S WINE
10.2013 - 05.2015
- Coordinated emails for an 800,000-customer database.
- Managed annual collective budget of £500,000 across business partners.
Education
MSC - DATA SCIENCE AND ARTIFICIAL INTELLIGENCE
UNIVERSITY OF LIVERPOOL
12-2025
POSTGRADUATE DIPLOMA - undefined
THE INSTITUTE OF DIRECT AND DIGITAL MARKETING
06.2015
BA - HISTORY
THE UNIVERSITY OF EXETER
07.2011
Skills
Copilot Studio
Microsoft Azure
AI Governance
Generative AI Architecture
Affiliations
Artificial Intelligence Steer Co Member - World Federation Of Advertisers
Certification
AI for Business Innovation: Beyond Generative AI
Timeline
AI for Business Innovation: Beyond Generative AI
08-2025
MARKETING AI LEAD
DIAGEO
09.2022 - Current
HEAD OF DIGITAL DEPLOYMENT & MARKETING AI COUNCIL
DIAGEO
09.2022 - 06.2025
CRM + DIGITAL MEDIA MANAGER
DIAGEO
04.2019 - 09.2022
DIGITAL MARKETING MANAGER
THE WHISKY EXCHANGE
06.2016 - 06.2018
SENIOR MARKETING EXECUTIVE
BERRY BROS. & RUDD WINE – EST 1698
05.2015 - 06.2016
CAMPAIGN MANAGER
LAITHWAITE’S WINE
10.2013 - 05.2015
POSTGRADUATE DIPLOMA - undefined
THE INSTITUTE OF DIRECT AND DIGITAL MARKETING
BA - HISTORY
THE UNIVERSITY OF EXETER
MSC - DATA SCIENCE AND ARTIFICIAL INTELLIGENCE
UNIVERSITY OF LIVERPOOL