**Job Description :** **About the Role** This role is at the heart of driving Diageo’s portfolio strategy across DACH, ensuring that brand and innovation decisions are rooted in powerful consumer insight, marketing effectiveness and commercial impact. You will lead the development of long-term portfolio planning frameworks and embed a culture of marketing effectiveness and evidence-based decision-making throughout the business. The ideal candidate is a strategic planner with a proven track record in portfolio thinking, consumer insight, and marketing effectiveness—someone who thrives in complexity and can influence senior partners across brands, markets, and functions. **Key Responsibilities** **1. Portfolio Strategy & Planning** + Lead the value pools process and provide thought leadership for DACH participation strategy + Identify and size strategic growth spaces through rigorous trend analysis, segmentation and market dynamics. + Ensure the portfolio strategy is embedded in annual planning cycles, investment choices, innovation funnels + Translate consumer and cultural foresight into long-term category and portfolio roadmaps, working cross-functionally with innovation, brand, and commercial teams. **2. Marketing Effectiveness & Decision Support** + Champion marketing effectiveness principles across DACH, embedding them into the full planning cycle and marketing investment decision-making. + Drive delivery of the Category/brand marketing performance targets through utilization of Diageo’s marketing effectiveness platform to the marketing budget. + Drive a deep change in behavior – applying marketing effectiveness principles to every investment decision across MA and PA. + Collaborate with analytics, finance, and marketing effectiveness teams to deliver clear, actionable insight on marketing return on investment, media performance, and campaign impact. + Manage and optimize the marketing analytics program, continuously improving tools, frameworks, and capabilities. **3. Brand & Consumer Planning** + Provide strategic leadership on the MBP cycle, helping teams identify the key issues to solve and the most powerful growth drivers, with a category-first approach. + Instill a consumer- and shopper-obsessed culture across brand and marketing teams, demonstrating deep immersion in consumer behaviors and cultural contexts. **About You** + 8+ years of experience in strategic planning, portfolio strategy, consumer insight, or marketing effectiveness in a consumer goods or agency environment. + Strong track record in consumer-centric growth planning, ideally across multiple brands or categories. + Proven ability to influence across matrixed and senior partner environments. + Deep understanding of marketing measurement frameworks and media performance levers. + Strategic, with sharp analytical skills and the ability to turn data and trends into compelling strategic recommendations. + Comfortable working in fast-paced, ambiguous environments, with an entrepreneurial and solution-focused mentality. + Fluent in English **Personal Attributes** + Passionate about understanding people and culture – you are curious, culturally attuned, and commercially aware. + Confident communicator and storyteller who can connect the dots across insights, foresight, and financial impact. + Strong collaborator, capable of balancing strategic vision with operational detail. + Resilient and adaptable, thriving in environments of change and complexity. + A role model for Diageo’s values and a driver of our inclusive, high-performance culture. **Our Offer** + An inclusive company culture that puts employees and their development first + A competitive salary with bonus and many benefits that suit your lifestyle + An industry leading parental leave policy + …and of course, THE best colleagues! Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity. We know that for Diageo to thrive and to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process and to perform essential job functions. Don’t let anything stop you from applying! **Worker Type :** Regular **Primary Location:** Hamburg **Additional Locations :** **Job Posting Start Date :** 2025-08-08 With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we’re building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world. Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you’ll collaborate with talented people from all corners of the world. Together, you’ll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of. With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you’ll be empowered to be you. Just bring your ambition, curiosity and ideas, and we’ll celebrate your work and help you reach your fullest potential. **DRINKiQ** What's your DRINKiQ? Take our quiz to understand how alcohol is made and explore the effects of drinking. You can discover everything you need to know at DRINKiQ (https://www.drinkiq.com/en-gb/)