Head of Digital Data-Driven Marketing, Diageo
Alcoholic beverage company
Open for applications
Alcoholic beverage company
1001+ employees
Open for applications
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
- A third-level qualification in Marketing, Communications, Business Administration, Data Science, or a related field is advantageous but not essential. Relevant experience and skills will also be considered
- Strong leadership skills and several years of experience in digital (8+ years) with advanced expertise in paid digital media advertising strategy, CRM, Paid Media and data-driven marketing, ideally with a combination of both in-house and agency experience
- Passionate digital expert with a deep understanding of how digital and media work within a CPG business model and the P&L levers that drive growth
- Ability to strategically plan across all digital channels and platforms (social, display, video, PPC, etc.), understanding the roles each plays within the consumer journey, and ability to craft digital media strategies and activations that have delivered measurable results
- Experience in developing and managing media budgets/forecasts, optimising spend for maximum return of investment
- Constantly curious about consumers; deep understanding of consumer behaviour across all digital and media channels and an eye on the future to ensure Diageo is always at the forefront of change
- Meticulous with adaptability to changing work environments, resilient, and quick to learn new things
- Strategic leader, able to turn strategy into action, and stay focused on delivering the plan
- Experience managing and inspiring cross-functional teams, organisations, and senior business leaders
- Deep personal accountability for great performance, meeting, or exceeding targets and critical metrics
- Able to synthesise data and consumer insights into successful engagement strategies, communicating complex information in a simple, straightforward, persuasive way, delivering clear and compelling narratives to influence both technical and non-technical audiences
- Strong analytical skills, utilising a data-driven approach to decision-making and optimisation
- Able to lead cross-channel audience strategies and implement a test-and-learn approach to media effectiveness
What the job involves
- As the Head of Precision Marketing, you'll be at the forefront of our digital transformation journey, delivering market-leading data-driven digital plans
- This is your chance to be part of a dynamic team leading Diageo’s Digital Transformation in Ireland, where you'll build world-class digital strategies that consistently drive category and brand growth
- In this exciting role, you'll develop and implement data-driven marketing strategies that enhance customer engagement, drive business growth, and maximise return on investment
- A strategic problem solver with strong expertise in digital marketing, data analytics, and customer segmentation, capable of delivering personalised marketing campaigns that resonate with our target audiences
- Reporting to the Digital Transformation Director at Diageo Ireland, you'll act as a key subject matter expert, leading the Precision Marketing strategy, framework, and roadmap of activity
- You'll be a key consultant for the business, building capability and empowering cross-functional teams to develop action plans, using data to continuously improve business performance
- This is a hands-on as well as strategic role. It requires the ability to manage a team at the day-to-day campaign level while simultaneously driving and inspiring towards big-picture goals and objectives
- Strategy Leadership and Digital Capability: Build digital and data-driven marketing capability within Diageo and its agency partners to drive effective digital media planning that delivers category and brand growth. Collaborate with senior leadership to define objectives and key results, communicate performance results, make recommendations to internal and external partners, lead regular business reviews, and support innovation initiatives
- Campaign Management: Lead data-driven digital plans, manage budgets, work with multiple stakeholders and external partners, and use data, insights, and econometrics to evaluate, report business results, and optimise performance
- Digital-First and Dynamic Digital Creative Development: Support and challenge teams and agencies to deliver high-standard creatives fit for purpose and channels, tactics, and expected outcomes. Support the development of dynamic digital creative using the latest technology
- Learning Agenda and Industry Trends: Lead and evolve a learning agenda to accelerate data-driven marketing in Diageo, stay informed on industry trends, and provide regular inspiration to teams
- Governance Standards and Legal Compliance: Ensure that all precision marketing activities uphold governance standards and legal compliance requirements with partners, agencies, and vendors
- Digital Upskilling: Support and upskill Marketing and Commercial team members in implementing data-driven marketing campaigns, developing a performance-focused mentality across Diageo
- Team Leadership: Lead Media Agency relationships, promote team growth and excellence through active coaching, and mentor one direct report
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 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 at Welcome to the Jungle
Insights
Company
Funding (1 round)
Aug 2023
$8.7m
GRANT
Total funding: $8.7m
Company HQ
Park Royal, London, UK
Leadership
Debra Crew
(CEO)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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