Job Description :

Director, Digital Strategy & Content Commercialization

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness!

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!

About the Role

As Director, Digital Strategy & Content Commercialization  , you will lead the creation of a centralized Conversion Media Center of Excellence (COE), uniting commercial and brand media efforts to deliver measurable sales and brand equity. You will own the vision for Connected Commerce planning and activation—spanning Trade Marketing, Shopper, Retail Media, Brand Media, and Off-Platform eComm.

This person will   develop and own the plan for driving sales conversion across media  , ensuring closed-loop outcomes are achieved. They will collaborate closely with the Measurement & Evaluation (M&E) team to connect media investment with commercial results, using first-party, shopper, and audience data for accurate targeting.

As the liaison between brand media and commercial teams , this leader will ensure alignment in strategy, creative, KPIs, and storytelling. At times, they may be asked to potentially meet with customers to help bridge brand marketing, media, and commercial strategy in customer-facing conversations.

Key Responsibilities

1. Connected Commerce Media Strategy & Sales ConversionDevelop and own the full-funnel conversion media strategy for Diageo across paid social, RMNs, programmatic, marketplaces, and shopper activations.Define the commercial media approach that connects investment to purchase behavior, driving measurable outcomes and revenue growth.Serve as the central architect for how Diageo drives sales conversion through media, ensuring continuity from campaign planning to activation.Lead collaboration with the M&E team to apply the right data sets and analytics frameworks that drive precision targeting and closed-loop performance.

2. Commercial Content & Brand IntegrationEnsure commercial content is included in brand media briefs and aligned with Diageo's national and account-specific activations.Translate brand and shopper insights into dynamic, modular creative optimized for retail platforms and conversion.Serve as the integrator across teams to align content strategy and KPIs across touchpoints, including field, trade, eComm, and global.

3. AI Driven Creative & Workflow EnablementScale AI prompting and workflow solutions to streamline content production, improve agility, and personalize retail media creative.Pilot new tools and techniques for generative content, DCO (dynamic creative optimization), and testing strategies across commercial platforms.Drive operational efficiencies while increasing creative relevance in paid media.

4. Strategic Liaison & Commercial InfluenceBuild commercial selling stories using media KPIs and consumer/shopper insights to influence internal partners and commercial teams.Serve as the cross-functional connector across media, brand, shopper, and sales organizations.Potentially meet with customers to reinforce the connection between brand building, retail media, and shopper activation.

Key Metrics of SuccessGrowth in ROAS, PDP conversion, NTB, ATC rate% of brand campaigns with integrated Connected Commerce strategySpeed-to-market and automation rates from AI-enhanced workflowsField and customer adoption of commercial content strategiesImproved alignment and measurement across brand and commercial KPIs

Key Qualifications15–20 years leading commerce, content, or media strategy within CPG, retail, or agency environmentsProven ability to design full-funnel, data-driven media strategies that keep a tight loop between brand and commerceDeep experience with RMNs, marketplaces, retail platforms, programmatic, and paid socialPractical knowledge of AI prompting tools, workflow automation, and creative testing platformsStrong commercial skill with experience presenting to internal sales orgs and external retailersExcellent cross-functional leadership skills, including collaboration with analytics and measurement teams

Leadership Attributes  Connector   – bridges marketing and sales, shopper and brand  Operator   – builds scalable frameworks, governance, and activation systems  Innovator   – drives the integration of AI, media, and content operations  Influencer   – wins support and alignment across cross-functional partners  Growth Driver   – focused on outcomes, conversion, and business impact

What’s in It for YouBuild and lead the next-generation Connected Commerce model for one of the world’s most iconic portfoliosHigh-visibility leadership opportunity with direct impact on Diageo’s media investment and sales growthGlobal exposure and opportunity to scale innovation across marketsCompetitive pay, performance incentives, and long-term growth potential

Flexible Working Statement:

Flexibility is key to our success. From part-time and compressed hours to different locations, our people work flexibly in ways to suit them. Talk to us about what flexibility means to you so that you’re supported from day one.

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Worker Type :

Regular

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date :

2025-09-17

Salary Range:

Minimum Salary:

$146625

Maximum Salary:

$244375

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others.  (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.)  The salary range displayed is the salary range for the role’s primary location.