Diageo GB’s Transformation Director, Abbi Buszard (also a volunteer speaker at our motivation and information sessions in sixth form colleges) shares her career journey
How did you get to where you are now?
After school, I studied Law at Durham University. Despite having a great time there, I decided along the way that a career in law was not for me, and instead applied for a couple of grad schemes at businesses that interested me. I was delighted to land a place at Cadbury, and enjoy the kudos from my friends around all the free chocolate! I did 4 commercial roles on the grad program, working in field sales, marketing and customer marketing, getting some real breadth of experience and learning how to sell. I went on to do various sales roles managing customers in the Cash and Carry sector, and then ASDA. Tempted by a bigger role and the lure of free gin, I joined Diageo in 2011 as an Account Controller, leading a team of account managers. Since then I have progressed through more senior positions in Customer Marketing, becoming Commercial Planning and Activation Director in 2014 with a team of 25. Last summer I was appointed the GB and Europe Transformation Director, responsible for business simplification and improvement. It’s been a fast-paced and hugely diverse commercial career, and I have loved every bit of it!
What does your current role involve?
I’ve spent most of my career in commercial roles, either in sales or in customer marketing. My current role, Transformation Director, draws on a lot of that learning, but looking at things in a different way – it’s all about identifying ways that we can improve our business – making it simpler for our employees to do their jobs brilliantly. I work with a senior team in GB and Europe but get to interact with lots of different people and explore new areas.
What’s good about working in the food, drink and retail industry?
Everyone has an opinion about the products that you work with – they are part of people’s lives. I love telling people what I do and seeing them recognise our brands – I get into some quite in depth conversations about the best cocktails (and I’ve honed my skills in making them over the years!) It’s a fun and vibrant sector, with loads of different opportunities for an exciting career.
What do you think employers are looking for in college leavers/graduates?
We’re looking for passionate, curious individuals who want to work hard, learn a lot and make a difference.
What do you wish you’d known about career wise when you were 16?
Confidence was something that came with age and experience for me. Trusting yourself, always being optimistic and having “grit”- resilience and determination – stands you in great stead.
What is the best piece of careers advice you’ve ever been given?
Asking questions is more important than having answers.
You’re also a volunteer speaker at Working Options motivation and information sessions in sixth form colleges. What made you decide to volunteer and why would you recommend it to others in your industry?
I volunteered after a colleague organised a “lunch and learn” at our offices, and the Working Options team talked so eloquently and passionately about what they did and the impact it had, it made a big impression on me. Career advice can be hard to come by about our industry – I wanted to inspire children to look at the opportunities open to them, and reassure them that they could be future business leaders. I did a session in Eltham, south London, and was excited by the questions the students had and the engagement in the topic. Giving something back is important to me.