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Greg Hughes has a diverse work experience spanning over two decades in various roles within the beverage industry. Greg started their career as a Sales Representative at Guinness Ireland Group in 1997. Greg then worked as a Business Development Representative and later as a Sales Manager at Diageo Ireland between 1999 and 2005. Greg also served as the Sales Quality Manager, overseeing third-party quality service providers.

From 2007 to 2009, Greg was the Customer Marketing Manager at Diageo Ireland, responsible for developing and launching a new customer segmentation strategy. Subsequently, they worked as an Independent Business Consultant at Guinness Nigeria in 2010, where they developed an end-to-end Below the Line (BTL) Execution Model for Diageo Nigeria.

Greg joined Irish Distillers in 2010 and held various key positions. Greg started as a Key Accounts Sales Manager and then became the Business Unit Director & Managing Director of Dillon Bass Ltd., a joint venture between Irish Distillers Pernod Ricard and Moet Hennessy. In this role, they were responsible for marketing, selling, and distributing various brands in Northern Ireland, with full profit and loss responsibility.

Most recently, Greg held the position of Irish Distillers Pernod Ricard Retail Sales Director before assuming their current role as Managing Director of Brand Homes & Education at Irish Distillers, starting in July 2018.

Greg Hughes holds a Master of Business Administration (MBA) with commendation from Queen's University Belfast, which they obtained from 2013 to 2015. In 1996, they completed a 2.1 Hons. Bachelor of Science Degree in Business Management from Trinity College Dublin after attending from 1991 to 1996. Greg also achieved a 2.1 Hons. Advanced Diploma in Marketing from Technological University Dublin during the same period. In 2017, they attended INSEAD for organizational leadership, and in 2021, they completed a Professional Diploma in ECommerce from UCD Professional Academy.