Description
Lead the end-to-end regional media planning, activation, and optimization for Diageo's beverage categories, driving profitable growth through best-in-class execution of Diageo's Connected Reach strategy.
This role is accountable for maximizing return on media investment by embedding data-driven audience strategies, scaling AI-enabled activation, and delivering integrated, full-funnel media amplification across Paid, Retail, Search, Social, and Creator ecosystems.
Strategy & Planning
- Develop and deploy integrated regional/brand-specific media plans across Paid Media, Retail Media, Social, and Creator channels.
- Lead cross-market/brand alignment on Connected Reach execution.
- Translate global media frameworks and category priorities into actionable, insight-driven regional/local plans.
- Guide annual planning process and delivery of key outputs.
- Evaluate media plan scenarios based on budget parameters and brand objectives.
Activation & Performance
- Oversee execution of integrated full-funnel media plans.
- Drive media efficiency and productivity through strategic investment allocation and optimization frameworks.
- Monitor and actively optimize regional/brand media performance against defined KPIs.
Data, Audience & AI Enablement
- Accelerate adoption of data-driven audience strategies.
- Drive implementation and scaling of AI-enabled planning, buying, and optimization solutions.
- Lead a regional test-and-learn agenda.
Retail Media Integration
- Bring Retail Media into holistic plans.
- Ensure retail media campaigns are executed in line with the Retail Media Activation Framework.
Governance & Compliance
- Ensure full compliance with Diageo's Marketing Code, Trusted Marketplace, data privacy, and brand safety standards.
- Proactively identify and manage risks related to media investment, data usage, and platform integrity.
Stakeholder & Agency Leadership
- Lead and influence cross-functional stakeholders.
- Ensure Connected Reach plans are fully integrated within broader go-to-market strategies.
- Challenge and elevate agency and partner performance.
Commercial Accountability
- Accountable for delivering media's contribution to category growth.
- Accountable for delivering the right media plan to meet business objectives.
Qualifications & Leadership
- 8+ years' experience in media planning, activation, digital marketing, or media agency leadership.
- Strong experience managing significant media investments and delivering measurable improvements in media effectiveness, ROI, and business performance.
- Proven success driving media transformation through digital innovation, automation, AI-enabled solutions, and cross-functional collaboration.
Technical Skills & Knowledge
- Deep expertise across Paid Media, Programmatic, Social, Search, Video, with a strong working knowledge of Retail Media ecosystems.
- Strong understanding of media effectiveness, audience strategy, measurement frameworks, and data-driven decision-making.
- Knowledge of AI-enabled media capabilities, media technology platforms, and evolving digital ecosystems.
Leadership & Capability
- Strategic thinker with the ability to translate global and regional priorities into actionable plans.
- Strong stakeholder management and influencing skills.
- Ability to lead through complexity, balancing standardization with flexibility across markets.
Key Behaviors
- Growth mindset with a passion for innovation and continuous improvement.
- Data-driven and commercially focused.
- Proactive and forward-looking.
- Committed to operational excellence and responsible marketing practices.
Success Measures
- Delivery of regional media efficiency and productivity targets.
- Measurable improvement in media-driven revenue, ROI, and effectiveness metrics.
- High-quality, consistent deployment of Connected Reach.
- Strong agency and partner performance against defined KPIs.
- 100% compliance with Diageo's Marketing Code, Trusted Marketplace, data privacy, and brand safety standards.