Allison Webb is Director of eComm Content & Operations, where she drives the strategic vision for eCommerce marketing and product content for the digital shelf across Diageo’s vast portfolio, delivering and syndicating to key customers across B2C marketplace and Omnichannel retailer eCommerce platforms, as well as B2B platforms such as SGWS Proof and Provi. The Diageo eComm Content & Operations team is also responsible for orchestrating off-platform portfolio conversion media plans with the objective of connecting omnichannel programming to offsite digital media, supporting key shopper marketing, brand, and eCommerce initiatives. In her spare time this year, Allison spearheaded the creation and launch of an in-house content studio. Allison joined Diageo back in 2018, where she started as a Shopper Marketing Manager covering the Liquor Channel, later moving into a Senior Shopper Marketing Manager role over the Grocery Channel. Prior to Diageo, Allison spent 13+ years at Shopper Marketing agencies, a large portion of that time at Catapult Marketing.