Global Senior Brand Manager | DIAGEO

Carla Eikenaar, living in Amsterdam, married with a wonderful Spanish chef , loves culture, food & drinks. She’s educated in International business, specialised & working in Consumer Marketing over the past almost 15 years in companies like L’Oréal, TomTom, O’Neill and now Diageo. She keeps herself informed and lives in a part of town  with mixed cultures, where change is happening every day.

She is driven by great experiences. She thinks culture is more important than wealth and is not impressed by traditional status  symbols (give her a good bike over a HUGE car). She makes independent choices. A global citizen’s whose favourite saying is ‘Variety is the spice of Life’

Carla wants to be seen as independent and ‘in-the-know’, especially when it is about  her area of work, culture, food  & drinks. She wants to challenge expectations, always tries to stay objective and loves a good discussion. Most interesting facts come from talking to as many different people as possible. Is bored easily if people only talk about themselves and loves to go for a run, yoga, snowboard , scuba-dive or boogie to get her mind in a good place.  Reading, art, cinema, travelling and philosophy is where she gets her inspiration from. 

Carla chooses authenticity over appearance and seeks out different people to talk with at bars, exhibitions, cinemas, festivals, gigs, during travel and friend’s events who are open to the unknown. She aspires to people who dare to follow their passions in life.


What was your very first job?

Junior Product Manager Haircolour brand L’Oreal in New Zealand – well before that many student jobs as well

Please describe, in your own words, what your job is and what work it entails.

Global Senior Brand Manager for Zacapa Rum – Writing global strategies, engage markets and create global creative assets for the most exquisite rum in the world.

How did you discover that the creative world was right for you?

Something that you’re born with and has always attracted me

Was there a time in your life that you credit to this discovery?

I suppose many different experiences and eye openers have led me there

What was there train of events that brought you to where you are today?

Drive, positivity, belief and a bit of luck.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Keep on reading, traveling and talking to people, work with the right agencies to inspire you

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?

My Ketel One Modern Craft project years ago – a beautiful inspiring influencer project amongst creative craft people. Ketel One Vodka  lovingly toasting the best craftsmen of today in celebration of the vodka brand’s Modern Craft Project. The initiative was seeking to find and nurture top craft brands from around the world. Representing the best in modern design.


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