Senior Brand Management, Diageo
Malts
Alcoholic beverage company
Be an early applicant
Alcoholic beverage company
1001+ employees
Be an early applicant
1001+ employees
Company mission
To be one of the best performing, most trusted and respected consumer products companies in the world.
Role
Who you are
- 7+ years of progressive marketing experience, preferably in a digital and/or luxury environment
- A luxury minded person (live and breathe luxury) with high energy, inspiring, and self-starter
- Existing capability to foster genuine relationships built on mutual trust and respect
- Passion for brilliant storytelling
- Demonstrated strong creative judgement and flair
- Deep personal accountability for outstanding performance
- Strong commercial and numerical skills with attention to detail
- Proficient German or Dutch is a plus
What the job involves
- This role sits within the Luxury category team and is responsible for the Malt Whiskies portfolio, with the ambition to accelerate the performance within the premium whisky category
- In this role you will drive and project lead the creation of brand strategy and brand plans based on consumer, customer and shopper insights, build brand equity and help drive
- Recruitment/Re-recruitment – both from a customer and consumer perspective
- Scale – in all commercial elements of the brands, building strong relationships with the commercial teams on the ground to deliver above and beyond the AOP
- Fame – making these brands the most talked about across the market. You will work with the Global Brand Teams, multiple agencies, cross-functional teams and partners to deliver on our salience and brand love objectives
- Physical Availability - the ability to see, find and trigger associated memories in a buying context, all resulting in success at the point of purchase
- Lead brand strategy and key workstreams driving clarity and executional rigor through partner functions (innovation, shopper, culture, commercial)
- Deliver admirably implemented plans that consistently beat competition and gain share
- Drive thought leadership in conjunction with Consumer & Shopper Planning to ensure strong consumer and shopper understanding is at the heart of the strategy and tactics
- Lead cross-agency teams and foster new partnerships in developing the brand’s communication approach and execution in an omnichannel environment (digital, on-trade, off-trade & 3rd space)
- Lead the delivery of the Brand comms strategy and connections planning, including defining and optimizing consumer journeys
- Create and adapt end to end luxury experiences along different consumer journeys. Nurture the development of digital and culture-first, omnichannel Luxury category/brand experiences/campaigns and tools
- Find, own, and build the role the brand plays in culture, working collaboratively with our local experts: Brand Ambassadors, in-culture agencies
- Shape the brand to thrive in a digital environment, develop long term digital strategy, brilliant content and social media plans
- Partner with global brand team to adapt and evolve brand drivers
- Lead the shadow P&L for the brands across the market. Understand and respond to the drivers of your brand performance, to deliver the annual operating plan
- Understand and handle pricing & promo strategy, margin mix and volume drivers
Our take
Multinational beverage company Diageo was the result of a merger between Guiness and Grand Metropolitan, a leisure and property conglomerate, in 1997. Spearheaded by then-Guiness executives Anthony Greener and Philip Yea, the merger sent stocks skyrocketing and by December of the same year, Diageo was listed on the London Stock Exchange.
As the owner of many of the global leaders in alcoholic beverages (think Ciroc, Smirnoff, and Tanqueray), Diageo has made a number of savvy acquisitions and sell-offs, expanding its portfolio beyond Europe and into the Americas, the Middle East, and Asia.
Over the past decade, however, it has had to face the rise of craft and independent brewing, with companies like Brewdog becoming new competitors. Rather than acquiring these craft beer companies, Diageo has focused on branding Guinness in a way that fits the craft mould. This involved initiatives like The Brewers Project.
During the early 2020s, Diageo also weathered an alcohol sales decline and has bounced back with a renewed focus on cold brew coffee liqueurs and Guinness blends, as well as further acquisitions that have included that of actor Ryan Reynolds’ Aviation Gin
Kirsty
Company Specialist
Insights
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Company
Employee endorsements
Diversity is a priority
"There are several communities within Diageo focused on different employee groups. The whole company celebrates Pride, and you never get any strange..."
Funding (1 round)
Aug 2023
$8.3m
GRANT
Total funding: $8.3m
Company values
- Build iconic brands
- Enjoy career-defining opportunities
- Be heard
- Make your mark
- Never stop learning
- Be supported
- Create a future that's worth celebrating
Company HQ
Park Royal, London, UK
Articles
Leadership
Debra Crew
(CEO, not founder)Currently a Board Member at Stanley Black & Decker, Inc. Previously Board Member at Mondelēz International, Newell Brands and previously a Board Member at Diageo before becoming its CEO.
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