Social & Influencer Manager, Diageo

$110.4-184k

Senior and Expert level

New York

Office located in World Trade Center, NY

Alcoholic beverage company

Be an early applicant

Alcoholic beverage company

1001+ employees

B2CRetailFoodManufacturing

Be an early applicant

$110.4-184k

Senior and Expert level

New York

Office located in World Trade Center, NY

1001+ employees

B2CRetailFoodManufacturing

Company mission

To be one of the best performing, most trusted and respected consumer products companies in the world.

Job

Company

Role

Who you are

8+ years’ experience in social media, creator marketing, content, community or digital marketing, ideally across brands and multiple markets
Strong experience developing brand or category social strategies and directing platform-native content
Proven experience shaping creator portfolios and partnerships, including briefing, rights, paid amplification and performance evaluation
Strong understanding of social platforms, creator ecosystems, community behaviors, social search and paid-social integration
Experience connecting social and creator activity to brand and commercial outcomes through measurement and experimentation
Demonstrated ability to lead agencies and influence senior stakeholders in a complex, matrixed organization
Deep understanding of social and creator ecosystems, including platform cultures, recommendation and discovery mechanics, content formats, creator economics and community behaviors
Strong understanding of social and creator measurement, including attention, audience quality, brand lift, content effectiveness, experimentation and performance optimization
Working knowledge of creator platforms, talent management, production processes, contracting, licensing, disclosure, exclusivity and content usage rights., supported by Legal, Procurement and agency specialists
Strong working knowledge of paid social and creator amplification, partnership ads, creative testing, social listening, social search and audience-insight tools
Strong grounding in brand safety, influencer compliance and responsible marketing standards
Strategic, culturally attuned and consumer-focused
Strong creative judgment balanced with data-driven decision-making
Able to prioritize across a broad portfolio and lead through influence rather than formal authority
Collaborative, agile and comfortable making decisions at pace in a regulated environment

What the job involves

Lead the regional social, creator and influencer agenda for [category / portfolio], translating global direction into culturally relevant regional execution and setting the strategy for Regional and priority Local Jewel brands
The role will lead agencies and cross-functional partners to deliver distinctive social-first content, creator partnerships and integrated organic and paid-social activity
For global brands, translate and deploy global social and creator strategies across the region, feeding market insight and performance learning back into future planning
For Regional and priority Local Jewel brands, set the social, creator and channel strategy aligned to brand priorities and Connected Reach plans
Define the role of organic social, creators, community and paid amplification across the consumer journey
Identify cultural, audience and platform opportunities that can strengthen relevance, participation and demand
Set category-level channel and content priorities, guiding agencies and local brand teams to distinctive, platform-native execution
Shape the category creator portfolio and partner strategy, including the role of different creator cohorts, long-term relationships and paid amplification
Bring creators into strategy and creative development early enough to influence credible, social-native ideas
Use community conversations, social listening and search behavior to inform content, planning and consumer/occasion insights
Ensure agencies deliver timely, responsible community engagement and escalation
Ensure organic social and creator content is integrated into Connected Reach and broader local brand plans, with the formats, variants and rights needed for amplification
Jointly shape social and creator investment priorities (eg. content amplification, partnership ads, testing priorities and creative refresh cadence) with Media team
Establish a connected learning loop across organic, creator and paid social so performance informs future content, creator and investment decisions
Translate global measurement frameworks into category KPIs, agency scorecard and test-and-learn priorities
Drive consistent use of approved social, creator and measurement platforms/tools to monitor performance and identify key consumer, category and occasion insights
Champion AI and automation that improve insight, content efficiency, discoverability and performance
Influence and align cross-functional stakeholders across Brand, Media, Consumer Planning, PR, Legal, Corporate Relations, Customer Marketing and in-market teams around the category social and creator agenda
Lead agency and partner performance across social, content, community and creator disciplines through clear priorities, briefs, standards, scorecards and outcome expectations
Improve cost efficiency, compliance and execution quality by simplifying and standardizing the social and creator ecosystem across agencies, tools, workflows and partnership models
Act as the regional standard bearer for responsible social and influencer marketing, ensuring compliance with the Diageo Marketing Code (DMC), influencer disclosure regulations, platform policies, data privacy and brand safety standards
Ensure regional adherence to the global standards and frameworks, including how creators/influencers are vetted and approved
Success Measures
Improve cost efficiency, agency performance and execution quality (incl compliance) by simplifying and standardizing the social and creator ecosystem across agencies, tools, workflows and partnership models
Stronger social-first content effectiveness and improved creator investment effectiveness and audience fit
Greater integration of organic, creator and paid social planning
Faster application of cultural and performance learning
Full compliance with responsible marketing, disclosure, privacy and brand safety standards
Demonstrate improvements in speed, cost, quality or performance through responsible use of approved AI and automation capabilities
Strong agency and creator partner performance against agreed quality, commercial and outcome standards in partnership with the category team
100% compliance with DMC, age-affirmation requirements, influencer regulations, data privacy and brand safety standards

Our take

Multinational beverage company Diageo was the result of a merger between Guinness 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 but 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.