From Jamaica to New York: Netania Mundell’s journey into global marketing

FEW people would have predicted that a young woman studying accounting at university would one day find herself helping to shape marketing strategies for some of the world’s most recognised brands. Yet for Netania Mundell, the path from balance sheets to brand storytelling was never about abandoning one ambition for another. It was about discovering where her natural talents truly belonged.

Today, the 29-year-old Jamaican marketing professional works as an associate of digital activation at Diageo, contributing to brands including Guinness and Smirnoff Ice across North America.

It is a role that brings together many parts of who she is: the strategist, the storyteller, the cultural observer, the creative, and the Jamaican woman who understands that brands do not only live in boardrooms or campaign decks. They live in people’s everyday experiences, conversations, memories, and rituals.

Mundell’s personality is as vibrant as the brands she helps to market. Quick-witted, upbeat, and unapologetically herself, she brings a sense of humour and authenticity to every room she enters. “I am very unserious in the best way,” she laughed. “I love a good joke; I’m upbeat, colourful, quirky, and I believe people who know me would say I’m funny.”

Behind that light-hearted spirit, however, is someone who pays close attention to people, stories, and culture. It is an instinct that has become one of her greatest professional strengths

Long before she entered the global marketing space, Mundell was being shaped by home. She grew up in Portmore, St Catherine, in a loving, family-centred environment that encouraged her to dream. Her father has been one of the biggest influences in her life. His support, she says, helped build the confidence that later allowed her to take risks, even when the next steps were uncertain.

That belief became important during her years at the University of the West Indies (UWI), where she pursued accounting, before realising the future she had chosen on paper did not match the person she was becoming. As she searched for her path forward, she began to engage more actively with campus life and joined the UWI Marketing Association. This involvement opened doors for her, eventually leading to an internship opportunity at Digicel in 2018.

At the same time, another aspect of her professional identity was blossoming online. On Twitter (X), people resonated with her humour, insights, and unique personality. This creative energy inspired Mundell to launch the Netschat podcast as she navigated the uncertainty that followed her graduation.

In an era where brands are expected to be culturally aware, digitally fluent, and emotionally intelligent, Mundell’s creator experience helped sharpen the instincts she now brings to strategy.

One of her favourite professional projects occurred while she was at Mystique, where she managed the KFC Jamaica account. For Valentine’s Day in 2022, she proposed an Instagram Reel with a straightforward yet memorable concept: a romantic love letter-style video that seemed to be directed at a person, only to reveal that the affection was aimed at a KFC Big Deal. The video became one of the brand’s highest-performing organic posts on Instagram.

For Mundell, her passion for marketing was not limited to a single campaign. She was attracted to the field because it provided space for creative ideas. Even with the necessary structure of approvals, brand guidelines, and business objectives, there was still room for creativity. Marketing allowed her to think, pitch, test, and build.

In 2022, she made a significant change in her life. Mundell left Jamaica for the United States and later pursued a master’s degree in Integrated Marketing at New York University.

The transition was not without its challenges. Before starting the programme, she struggled with feelings of doubt. She questioned whether she truly belonged in such a competitive academic environment. However, she reminded herself that her admission was not a fluke; she had earned her place.

“I wanted to prove to myself that I am qualified to work in marketing,” she said.

Now, at Diageo, she is applying that confidence in a global business environment that requires both creativity and discipline.

Currently, Mundell is involved in the beer segment of Diageo’s business, managing key brands such as Guinness North America and Smirnoff Ice North America. She has also gained experience in the spirits sector, which includes prominent brands like Johnnie Walker, Don Julio Tequila, and Casamigos. This diverse experience has provided her with valuable insights into how different categories function within the same global company.

For Mundell, working on brands that have significant cultural relevance is particularly important. Smirnoff Ice holds special personal significance for her.

“Jamaica is a Smirnoff country,” she says proudly. Having grown up with the brand and witnessing how Jamaicans embraced it, she feels a strong connection to her work. Although her current role focuses on North America, she views it as an opportunity to bring a piece of Jamaican cultural understanding into global marketing.

Mundell’s journey also highlights a broader change in the workplace. Employers across various industries are increasingly seeking professionals who can adapt, communicate effectively, think strategically, and apply their knowledge across different fields. While technical skills are important, qualities such as curiosity, creativity, cultural awareness, and commitment to continuous learning are equally valuable.

Her journey to Diageo demonstrates that career success often does not follow a straight path. Sometimes, the detours reveal the best direction.

Looking forward, she envisions her career continuing to evolve at the intersection of creativity, strategy, and human behaviour. She is considering pursuing a doctoral degree, potentially in an area related to psychology, with the aim of further exploring how the human mind connects with advertising. This seems like a fitting next chapter for someone whose path has always been guided by curiosity.

“Passion really has to drive you to be prepared,” she says. “When opportunity comes knocking, you never want to be caught unprepared.”

For Mundell, preparation met opportunity. As a result, a young Jamaican woman who once questioned her place in the industry is now helping to shape how some of the world’s most recognised brands connect with people, culture, and the future.