Diageo has hired a new off-trade sales director, The Grocer can reveal. The company has appointed James Halliday, currently revenue & growth director at Nivea owner Beiersdorf. He will take up the role from 1 September 2019. Prior to Beiersdorf, Halliday held roles at Johnson & Johnson as channel director for high street and business unit head for Tesco, e-commerce and field marketing. Before that, he worked at Mondelez as a senior account manager for Asda in the snacking and confectionery category.