Episode 143: Serge Costi | FMCG Brand Building & Leadership: Diageo, Lion, and Scaling Milk Lab into a Global Success

Send us Fan MailIn this episode of Future in Sales & Marketing, Ben Carnegie is joined by Serge Costi, General Manager of Marketing at Noumi, the company behind leading dairy and plant-based beverage brands including Milk Lab.Serge shares his journey through some of the world’s most influential FMCG organisations, from early career experiences at George Weston Foods to nearly a decade at Diageo, where he worked across iconic brands such as Bundaberg Rum and Smirnoff in both domestic and global roles. He reflects on what it takes to build world-class brands, scale across international markets, and adapt strategy across vastly different cultural and consumer landscapes.The conversation explores key career-defining moments, including Serge’s move into global headquarters in New York, and how exposure to emerging markets shaped his thinking on localisation, brand building, and growth strategy. He also discusses major innovation work at Lion, including category-shaping developments in non-alcoholic and gluten-free beer, and the importance of combining consumer insight with bold execution.Now at Noumi, Serge leads marketing across a diverse portfolio spanning Australia and international markets, overseeing brands like Milk Lab, which has scaled into 24 countries and become a category leader in café channels globally. He breaks down how Milk Lab was built from a niche performance solution for baristas into a globally scalable brand, and why focusing on solving real industry problems has been central to its success.The episode also covers leadership development through the Marketing Academy, the value of self-awareness in leadership, and Serge’s work as an executive coach, where he sees common challenges across industries including prioritisation, performance conversations, and career progression.Finally, Serge shares practical advice for marketers looking to broaden their experience across FMCG channels, emphasising the importance of working across retail, food service, and international markets to build a well-rounded commercial skillset.