Sam Fischer

Sam Fischer

President, Greater China and Asia, Diageo

Sam Fischer is the President, Greater China and Asia for Diageo. He is a member of Diageo PLC’s Executive Committee, with responsibilities spanning Diageo’s businesses across the region (excluding India).

Sam was previously Managing Director of Greater China for Diageo, where his responsibilities included all Diageo businesses in China, Taiwan, Hong Kong, and Macau, including the Shui Jing Fang company in Chengdu and the Chinese White Spirits business unit. He was a member of the Asia Pacific Executive Committee.

Prior to that Sam held various other roles at Diageo, including Managing Director of Southeast Asia. During his tenure, he led the Southeast Asia business to achieve significant delivery in NSV, operating profit and operating margin expansion.

Sam joined Diageo in 2007 as General Manager of the Indochina Region. Before Diageo, Sam worked in sales and management roles at Colgate-Palmolive for 15 years from 1991 to 2006, culminating in his role as General Manager of Central Europe.

Sam graduated from the University of South Australia with a Bachelor of Business (Finance and Marketing) and completed the Columbia Business School Executive Development Program. He is a father of three children and has lived in Australia, Southeast Asia, and Eastern Europe.
Having spent the entirety of his Diageo career in Asia, Sam has developed a deep knowledge of Asian markets and continues to find it an exciting part of the world.

With over 12,000 employees across Diageo-owned businesses and joint ventures, he is particularly passionate about Diageo’s people and is committed to their professional and personal development.



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