Benni Lickfett is a seasoned innovation leader with over 20 years of experience driving growth through emerging technologies for Fortune 500 companies and startups. As VP of Breakthrough Innovation and Director of the Fusion Partnership Lab at Diageo, he leads global open innovation, venture, and test and learn initiatives to accelerate digital transformation across Diageo’s spirits portfolio.
Prior to Diageo, Lickfett co-founded several startups, including the Nordics’ leading financial services comparison site, an e-commerce platform for allergy products, and a pioneering user-generated cause-marketing platform. His entrepreneurial journey includes one successful exit, one survivor, and one implosion—each offering valuable lessons in innovation and resilience.
Lickfett has also advised global brands such as Hilton, Visa, ExxonMobil, Cartier, Best Buy, and JP Morgan on brand and growth strategies. A Swedish-German based in London, he holds an MBA from IE Business School and a BA in International Relations from Tufts University.
