Responsibilities

• Role Purpose: Lead the end-to-end regional media agenda across [Whiskey / Guinness / Vodka, Tequila / Gin, Rum, Liqueurs], driving profitable growth through best-in-class execution of Diageo’s Connected Reach strategy. You’ll translate global category and brand media blueprints into competitive, insight-led plans for markets across the region, maximising return on media investment through data-driven audience strategies, AI-enabled activation and integrated full-funnel media across Paid, Retail, Search, Social and Creator ecosystems. Strategy & Planning Own the development and deployment of integrated regional media plans, connecting global category strategy with local market opportunities and growth ambitions. Ensure a consistent approach across markets while allowing flexibility for local dynamics, translating global blueprints into actionable plans that deliver measurable business outcomes. Activation & Performance Oversee integrated full-funnel media activation, optimising investment to maximise reach, effectiveness and ROI. Drive media efficiency through strategic investment allocation, optimisation frameworks and adoption of DMAF global standards and tools. Monitor regional performance against targets, balancing short-term performance with long-term brand growth. Data, Audience & AI Accelerate data-driven audience strategies to improve targeting precision and business impact. Scale AI-enabled planning, buying and optimisation to improve productivity and enable real-time performance improvements. Retail Media Intergration Co-lead the regional Retail Media strategy, embedding it as a core full-funnel growth driver across priority markets. Ensure campaigns follow the Retail Media Activation Framework (RMAF) and are fully integrated into broader media plans. Governance & Compliance Uphold Diageo’s media standards, ensuring compliance with the Diageo Marketing Code (DMC), Trusted Marketplace (TMP), data privacy and brand safety requirements. Identify and manage risks relating to media investment, data usage and platform integrity. Stakeholder & Agency Leadership Lead and influence in-market, global and agency partners to deliver high-performance media outcomes. Connect Connected Reach plans with broader go-to-market strategies, balancing global consistency with local relevance. Challenge agencies and partners to deliver greater innovation, efficiency and effectiveness. Collaborate with the Scaled Reach team and wider regional hub to build competitive advantage for the category. Commercial Accountability Own media’s contribution to category growth, including revenue uplift, return on investment, media efficiency and share of market, ensuring investment delivers measurable business impact.

Requirements

• 8+ years’ experience across media planning, activation, digital marketing or media agency leadership, ideally with multi-market experience and significant media investment responsibility.
• Deep expertise across Paid Media, Programmatic, Social, Search and Video, with strong working knowledge of Retail Media.
• A proven track record of improving media effectiveness, return on investment and business performance.
• Experience driving digital transformation through innovation, automation and AI-enabled solutions.
• Strong understanding of audience strategy, measurement frameworks, media effectiveness and data-driven decision making.
• Experience working across complex, matrixed, multi-market environments with differing levels of media maturity.
• Proven ability to lead, challenge and elevate agency and partner performance.
• Strong knowledge of AI-enabled media capabilities, technology platforms, brand safety, data privacy and responsible marketing.

Benefits

• Contemporary work life balance policies and wellbeing activities
• Contributary pension scheme
• Comprehensive health insurance for you and your family
• Annual bonus of circa 20% of your base salary (dependent on performance)
• Share options
• 28 days’ vacation per annum