James Ashall
James Ashall
Transformation Director, Spirit of Progress
Diageo

James is responsible for driving transformation needed to accelerate delivery of ‘Society 2030: Spirit of Progress’, Diageo’s 10-year action plan to help create a more inclusive and sustainable business and society. Over his last few he has led the development and launch of the platform and is now focused on embedding the change needed across the functional and geographic span of the organisation. He works closely with teams across the organisation to ensure Diageo is delivering on its 25 commitments to promote positive drinking, champion inclusion and diversity and pioneer grain to glass sustainability.

A Mechanical Engineer by qualification, he has been at Diageo for 15 years working across the European and global business in Venturing, Innovation, Marketing & Social Impact and had the honour of being part of the team that built Distill Ventures the world’s first spirits incubator. Prior to his current role, James was CEO of Youth Employment charity Movement to Work and maintains a strong interest as a Social Mobility Ambassador. James has worked 4-days a week since taking 8-months parental leave with their second child in 2016 and featured on the 2022 Timewise Powerlist. In his spare time, he is frantically catching up on his sustainability knowledge and picking up long forgotten hobbies, now his children are in full-time education.