John Carroll is a brand experience and marketing leader, a specialist in the design and delivery of high-profile experiences and major projects for global brands, with a deep passion for placing guests at the heart and developing high performing teams to achieve. John’s career spans over two decades, having worked both agency and client side in Dublin & London across brand marketing, visitor experience, experiential & events, sponsorship, PR & communications, commercial and project management. 

John was recently appointed Head of Visitor Experience for Diageo Irish Brand Homes, responsible for driving “Only Guinness Can Do” Experiences, digital transformation and world class customer service for the iconic Guinness Storehouse, Guinness Open Gate Brewery and Roe & Co Whiskey Distillery in Dublin.

Prior to joining Diageo, John help multiple roles at Irish Distillers Brand Homes, leading across marketing, visitor experience, innovation and commercial functions. A notable highlight for John during this period as Project Director for the multi-million-euro refresh of Jameson Distillery Bow St. – which was subsequently awarded World’s Leading Distillery Tour 2018-2021.

Previously, John spent a decade shaping brand experiences for Jameson Irish Whiskey globally, leading best-in-class experiential marketing & sponsorship programs across film, music, arts & culture – driving business growth and deepening brand advocacy.

John is a member of the Irish CX Impact Awards judging panel and CXPA Customer Experience Leaders’ Think Tank in Ireland and has featured as guest speaker and panellist across several respected industry events including Cannes Lions, Themed Entertainment Association Summit, AVEA, IAPI.

John, along with Managing Director Catherine Toolan and all the team at The Guinness Storehouse look forward to extending a warm céad míle fáilte to all delegates attending Brand Experience Center Conference in January 2026.