Drinks giant Diageo has recruited Carat’s global digital director Jerry Daykin to the newly-created role of head of digital media partnerships.

Daykin joined Carat in 2014 from Mondelez International, where he oversaw the social media strategy for its Cadbury confectionery brand, notably leading the activation of its sponsorship of the London 2012 Olympic Games.

Upon joining the Dentsu Aegis Network agency, Daykin continued to work with Mondelez as the account’s global digital director but with a pan-European brief. He also oversaw client relationships with Lego and Adidas.

Daykin will look to build on his knowledge of platforms like Facebook and Twitter – Diageo was one of the first advertisers to strike a deal with the social media firm – to enhance the firm’s media strategy.

At Carat, Daykin will be handing his duties to the7stars’ head of digital strategy William Lake. The UK agency has, in turn, has appointed Dom Blacklock to lead its data driven targeting strategy.

In a tweet, Daykin commented: “So… I got a new job leading Global Media Partnerships at Diageo. Ends seven years working with Cadbury and three at Carat!”

In September 2016, Diageo concluded a global review of its media arrangements, retaining Dentsu Aegis for the bulk of the business.

Last year, Daykin contributed to a M&M Global roundtable discussion in partnership with Twitter, addressing the biggest challenges facing brands when creating live content, and how the industry should measure live content. Watch the full video below.