Sofia Karatzika
GenAI Discussion Panel

Sofia Karatzika

Global Commercial Transformation Manager, Diageo

Sofia Karatzika is a distinguished commercial leader with over 20 years of experience in the beverage alcohol industry. Currently serving as the Global Commercial Transformation Manager at Diageo, she plays a critical role in accelerating commercial excellence by building high-impact capability programs across global markets. Her expertise spans digital sales transformation, customer product management, sales and operational execution excellence, and customer marketing.

Sofia has held various domestic and international commercial roles, focusing on Route-to-Market (RTM) optimization, commercial transformation and sales. She leverages data-driven insights to improve sales execution and enhance both the customer and commercial teams experience.

As a Global Customer Digital Transformation Product Manager has led end-to-end initiatives that integrate digital solutions, people, and processes—delivering measurable impact in revenue growth, operational efficiency, and customer engagement.

She holds a Master's degree in Business Administration from Alba Graduate Business School and a Bachelor's degree in Economics from Aristotle University of Thessaloniki.