Keep Walking, Keep Winning

After having chalked up a great experience in the telecom sector, Serena Punch, Senior General Manager (Luxury Marketing), Diageo India, decided to make a sectoral jump into the alcoholic beverages industry. It was a leap of faith, but it stood her well, turning challenges into milestones and every moment into a rewarding journey. And, just like Diageo’s iconic “Keep Walking” tagline for Johnnie Walker, Serena embodies the same spirit of momentum.

With over 19 years of experience, she has continuously forged ahead as a sales and marketing leader, leading several teams across functions, including brand marketing, key accounts, channel sales, customer marketing and retail operations. 

Serena spent the first nine years of her career in the telecom industry, learning the ropes of sales and distribution in a very high-pressure and challenging environment. This experience built a strong foundation of being extremely goal-oriented and focussed on pushing boundaries to deliver results. In 2014, she embraced a new challenge, stepping into the dynamic world of alcoholic beverages as a team leader at Diageo, managing sales in Karnataka—a move that set the stage for an exciting new chapter in her career.

Learning The Ropes

Serena spent the first five years in various commercial roles, from leading the key accounts business in South India to heading strategy functions for the on-trade channel, managing large partnerships and driving the premiumisation agenda via key strategic accounts. “I was then given the opportunity to do a global project with the Johnnie Walker team, which was my entry into brand marketing,” she recalls.

Serena established the ‘culture’ for Johnnie Walker with the core brand team and now has transitioned to managing the new growth engines for the Indian market, leading with Don Julio Tequila along with creating a wonderful new category of adult treats with Baileys.

Staying Unapologetic

Living by the brand’s “Keep Walking” philosophy, Serena thrives on pushing boundaries and exploring new possibilities. When she made the bold decision to shift gears both in terms of industries and career choices, it sparked many questions from friends and family—especially since telecom was booming at the time. Also, women in the alcoholic beverages industry were far and few. “It was a big step for me. I took it because I believed this would be a great learning experience. It’s been over 10 fantastic years of growth and opportunity for me,” she says.

Serena is also a strong believer in staying authentic and true to what drives her. She believes one should never compromise on value systems when it comes to making choices, either in career or personal life. “It is absolutely okay to say ‘No’ and have boundaries if it doesn’t fit in with your core beliefs. I have practised this in my own life, and it’s been liberating,” she says.

Initiatives & Success

A key initiative that gave Serena a sense of personal satisfaction was working on the India strategy and roll-out of the ‘Raising the Bar’ programme for Diageo which was a global programme in support of the on-trade channel post the pandemic impact. “It was a challenging yet enriching experience being a part of the core team for India that supported over 1,500 bars and restaurants and 10,000 bar staff return to normalcy post the pandemic,” she recalls.

It was a moment when Serena’s personal and professional purpose interlinked, and hence, it gave her a great sense of achievement and global recognition within the organisation.

Balancing Act

Serena is quite adept at managing the work-life balance, especially in the ongoing debate of more working hours in the corporate world. She acknowledges that for women in India, balancing professional and personal priorities remains complex, often influenced by societal expectations. There are enough examples of women leaving the workforce due to personal pressures.

However, there are some green shoots, with more companies now opting for flexible hours, remote working options and supporting women with inclusive policies like maternity support, childcare and safe workplaces. Diageo, for instance, is a great example of a “culture forward” organisation that has evolved policies around inclusion, fostering an environment where women can continue to build their careers. “I also think it is critical for women leaders to continue to drive this agenda by being examples of how you can balance work and life and have it both,” she states.

Serena believes women need to seek support and be vocal about what’s not working for them in both personal and professional lives. “After all, although we like to believe it, we are not superwomen and trying to do it all will just burn us out,” she adds.

Serena and her husband are parents to a feisty and beautiful nine-year-old girl and an adorable year-old puppy. As a family, they love travelling, attending music festivals and exploring new cuisines.

Quick Shots

🌸 One word to describe your drive
Grit and passion

🌸 An accomplishment you are most proud of
Being a part of the core team that launched the cultural blueprint for Johnnie Walker in India

🌸 A person who inspires you the most
Michelle Obama. I admire how she stands for the importance of women lifting each other up and breaking down the barriers that hinder progress in society

🌸 Your go-to mantra for tough days
Shake it off. Tomorrow is a new day!

🌸 If not in your current role, what would you be doing?
Conducting a children’s choir and creating musicals across the country

🌸 Legacy you want to leave behind
I want my daughter to remember me as a strong, spirited woman who was always authentic, stood up for what she believed in and more importantly was kind

🌸 One drink that describes you
A spicy Picante made with Don Julio Tequila

🌸 Early bird or night owl
Early bird on weekdays and night owl on weekends

🌸 Go-to power song
‘You Gotta Be’ by Des’ree

Empowerment

Serena is proud to be called out as an approachable leader and has been a part of mentorship programmes for young women entrants in the alcoholic beverages sector. “I have had the privilege of having some amazing women leaders groom me during my initial years in this industry, and hence I believe it is important to pay it forward,” is her opinion.

She is a true believer of ”‘raising your hand up” when it comes to new opportunities, “If you remain in your comfort zone, you will eventually become less relevant, especially in a dynamic environment where it is critical to keep upskilling oneself,” she elaborates. Serena has changed multiple roles within her current organisation that have helped her learn and evolve as a leader.

She also acknowledges the significant progress women have made in the industry since she joined over a decade ago. From challenging the norms to driving inclusivity, women are transforming the industry. “It’s also heartening to see women leaders in C-suite roles across functions which is paving the way for younger women leaders to follow,” she says.

At Diageo, senior women leaders are shaping the industry’s future with fresh perspectives and strategic innovation. She remains committed to nurturing the next generation, ensuring that as the industry evolves, fresh talent and passion continue to drive progress.

Looking ahead, Serena is excited about the Indian alcoholic beverages sector undergoing significant transformations and challenging the traditional success metrics. “We are at the inflection point of premiumisation with newer category creations and consumption trends,” she says.

Categories like tequila are changing the way India is consuming spirits with more focus on cocktails, and there is a growing value placed on storytelling, craftsmanship, and personalised experiences. “I am hopeful that this will open opportunities for new talent entering this industry as it further normalises, and hence proves to be a great space for learning and career growth,” she concludes.