Lucy Baxendell

Lucy Baxendell is a seasoned professional in consumer planning and insights, currently serving as the Senior Consumer Planning Manager for Whisky & Luxury Spirits at Diageo since March 2024. Prior to this role, Lucy held several senior insights positions at AB InBev from February 2020 to March 2024, focusing on brands such as Corona, Stella Artois, Budweiser, and Bud Light across Europe. Lucy also served as Strategy Director at Hall & Partners from December 2014 to January 2020, where the emphasis was on building strong brand relationships. A brief secondment as Strategic Planner occurred at RAPP in 2017. Earlier experience includes working as a Research & Marketing Assistant at KIRK RESEARCH LTD in 2014. Lucy holds a Bachelor of Science degree in Psychology from Durham University and an International Baccalaureate from Sevenoaks School.