Global Head of Portfolio and Advocacy Platforms

Job Description :

Global Head of Portfolio & Advocacy Platforms

Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry. Arthur Guinness, Alexander Walker, and many other dedicated people that followed in their footsteps, cared deeply about the people and businesses they fostered, and the communities in which they operated.

Today we stand on the shoulders of these giants and act with the same entrepreneurial spirit. We are a spirited company born of an incredible entrepreneurial legacy. The success of Guinness®, Smirnoff®, Johnnie Walker®, Tanqueray®, Baileys® and many more brands led to the formation of our company in 1997. And we only thrive today because of the talent of our people to grow our brands, old and new, and keep them strong. Our purpose, celebrating life in all its moments, means that our brands are part of celebrations big and small. We believe living our purpose fully means embracing life completely. It means being your best at work, home, with friends, and in the community.

In CDT, our objective is to provide extraordinary consumer experiences that drive brand & business growth – whilst doing so in the most efficient and sustainable way. We have stood-up 5 engines, supported by a transversal MarTech Transformation Office, to scale these kinds of outcomes in repeatable way – consistent technology, capabilities and operating models across marketing disciplines. We strive to create global tools to support markets and brands to deliver their shape of A&P in a productive manner.

Purpose of Role

Our global consumer digital vision is to win the upcoming wave of celebration, engaging and delighting audiences with outstanding experiences across all touchpoints. Our owned digital touchpoints and D2C platforms play a key role in delivering this vision, whilst ensuring we drive transformative value for Diageo across many areas, with access to data at the core.

We are transforming how we approach websites at scale, moving from a brand-led world to a more ‘consumer-centric, portfolio-led’ one. With this shift in approach, we have an opportunity to leverage our multi-brand/portfolio sites (like The-Bar and Malts.com) to bring together ‘non-branded’ consumer demand and connect consumers with the brands in our broader portfolio in a more relevant way, driving increase consumer and business benefits.

We are looking for an outstanding global leader that:

• Owns and drives this website network approach, collaborating alongside markets and brand teams to complete.
• Defines the vision and direction of travel and leads our two core multi-brand sites (The-Bar & Malts.com), guiding the Product Managers in making the vision a reality.
• Supports the CDO with ad-hoc holistic Digital Marketing strategy projects, given our websites are the cornerstone of the broader digital marketing transformation, and the place where we will bring together the broader suite of capabilities (search, media, CRM, data, analytics)

Key Responsibilities

• Define and lead the global website ecosystem strategy for The-Bar and Malts.com, working in close partnership with markets and brand teams to drive effective execution
• Lead brand management (with a focus on strategic positioning and marketing capabilities) for The-Bar and Malts.com
• Lead The-Bar and Malts.com Product Managers to translate vision into execution
• Partner with global digital capability teams (including search, CRM, data, and analytics) to ensure seamless integration of all capabilities across The-Bar and Malts.com
• Lead the annual marketing plan, cross-functional ways of working, content calendars, and media planning required to succeed for global strategy to local activation for The-Bar and Malts.com
• Build the five-year roadmap for success of the platform to deliver key business goals, including: market launches, recruitment, retention, media efficiency, and consumer data acquisition
• Partners with key markets to deploy The-Bar and Malts.com as per the roadmap
• Define performance management approach (top KPIs, etc.), working with tagging & analytics team to implement
• Lead external agencies and partners that are critical in the delivery of a ‘best-in-class’ The-Bar and Malts.com sites
• Lead, develop, and inspire a high-performing global team spanning strategy, marketing, and platform leadership, building clear accountability and strong succession plans

Qualifications and Experience Required

• Bachelor's or Master's degree in a relevant field
• 10+ years’ experience in brand and digital commerce business management roles within large multinational environments
• Strong ability to influence, collaborate, achieve through and with others. Demonstrated ability to work collaboratively with GMs, Global Brand Teams, Marketing Directors, Innovation teams and Digital Technology teams to deliver an agenda that meets customer and corporate needs.
• Experience leading marketing comm