Additional Job Description
Digital Performance Manager
Function: Scotland Brand Homes
Location: Edinburgh, Scotland
Permanent, full time
Closing Date: November 30, 2024
About the Role
Wanted Digital Marketing specialist who can lead us to become a premier Digitally enabled business.
Diageo's Scotland Brand Homes are a diverse mix of elite visitor experiences across Scotland. Following the announcement in 2018 that Diageo would invest £185m in Whisky tourism we opened Johnnie Walker Princes Street in the heart of Edinburgh and upgraded the experiences at our Malt Whisky Distilleries which include Talisker, Lagavulin and The Singleton. The final step of this investment was the rebirth of 'ghost' distilleries Brora and Port Ellen, in 2021 and March 2024. Our brand homes bring to life our rich history and Global Brand Team strategies to consumers in a vibrant and exciting way.
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Whisky tourism is the #1 activity for tourists in Scotland with over 2m visits to Whisky experiences across the country each year. Our visitor experiences offer unparalleled opportunities for consumers to immerse themselves in our brands and play a significant role in recruiting consumers from all over the World to our brands and the wider Scotch Whisky category.
We are on a mission to double the size of our Scotland Brand Home business in order to recruit over 2m consumers per year into Diageo's brands. Our brand homes are the perfect blend of consumer experience, elite retail and outstanding F&B, they play a meaningful role within each brands consumer recruitment eco-system whilst also being one of Diageo's few truly direct to consumer (D2C) businesses.
We are seeking a hard-working and innovative Performance Marketing Manager to join the Scotland Brand Homes marketing team. In this role, you will lead digital marketing campaigns that elevate awareness for our brands and brand homes, engage our consumers pre and post visit, grow our omnichannel database, increase foot fall to our distilleries, and drive consumer lifetime value.
Key Outcomes
We are committed to doubling the size of our business through exploding the scale of recruitment of consumers who visit our brands homes by F29. You will be responsible for developing and implementing performance-driven marketing campaigns across key digital channels by telling the outstanding stories behind the people, products, and provenance that make our distilleries' so iconic. Data will be at the heart of your decision-making, where you will be constantly optimizing performance across digital channels to increase sales and brand dedication, while improving ROI.
Your key deliverables will include:
- Digital Campaign Strategy and Execution: Develop and implement multi-channel performance marketing campaigns (paid search, social media, display, programmatic, affiliate marketing) that drives consumer engagement and footfall to our distilleries.
- Digital Experience & Ticket Sales Growth: Drive traffic and conversions on malts.com for ticket sales and e-vouchers by optimizing paid media strategies and collaborating with the Global Digital Team to build optimized landing pages for the best user journey.
- Cross-Functional Collaboration: Partner with Global Brand, Global Digital, and Distillery teams to develop assets, digital experiences, and campaigns that reflect each brand's positioning.
- Budget and ROI Management: Lead digital marketing budgets effectively, focusing on improving return on ad spend (ROAS) and maintaining strong cost-per-acquisition (CPA) metrics.
- Analytics & Optimization: Track, measure, and analyze the efficiency of campaigns using web analytics tools. Provide actionable insights to improve campaign performance and refine targeting strategies.
- Reporting & Insights: Track and analyze KPIs (e.g., CPA, CPC, CTR, ROAS), providing actionable insights and recommendations to optimize campaigns and increase revenue.
- Audience Targeting & Segmentation: Leverage data to understand our target customers and build highly personalized and segmented campaigns to improve engagement and conversions using our omnichannel database.
- Brand Awareness & Engagement: Boost awareness and engagement in key markets through performance marketing, focusing on delivering the brand story to both new and existing audiences while maintaining consistent messaging across channels, using Global Brand Team strategies & shared assets.
- CRM Email & Dedication: Implement the global Malts omnichannel CRM strategy in partnership with the Global Digital Team, Global Malts Brand Team, and local market teams to drive repeat footfall for domestic visitors and increase cross-sell / up-sell for distilleries in brand immersive journeys.
- Track and control the effectiveness of A&P spend and ensure full compliance with DMC
Functional Capabilities
- Applies powerful insights (Customer, Shopper, Consumer) to build competitive advantage
- Develops digital strategies and plans that beat the competition
- Encourages and engages others to deliver breakthroughs and brilliant execution
- Creative problem solving, finding solutions to problems to ensure we achieve our goals
- Utilises analysis to create winning consumer connection strategies
Leadership Capabilities
Win through execution - Lead ambitious execution in a fast moving world;
- Act like an owner of Diageo by holding self and others to account for highest standards.
- Inject a restlessness to win and unlock capacity to decide and act quickly
- Scan the environment constantly and adapt plans with pace
Inspire through purpose
- Inspire teams to take entrepreneurial risks by building trust and respect through open and honest relationships
Shape the Future
- Set context and empower people to experiment and unlock opportunities for growth
Experienced Required
- Proven experience in performance or digital marketing roles, preferably in the beverage, luxury, or FMCG space.
- General omnichannel marketing knowledge with a focus on brand storytelling in digital marketing.
- Proven track record in leading performance marketing campaigns, including PPC, display, paid social, and programmatic advertising, with deep knowledge of paid media across key platforms like Google, Meta, Programmatic, etc.
- Solid understanding of DTC marketing strategies and digital consumer behaviour.
- Exceptional analytical skills with the ability to interpret data and optimize campaigns based on insights; experience working with Google Analytics an asset.
- Knowledge of SEO standard processes and SEM strategies to drive organic and paid search success.
- Excellent communication and collaboration skills, with proven track record to work in a highly matrixed organization successfully.
- Demonstrated ability to handle marketing budgets and optimize performance and profitability.
- Experience driving email CRM and loyalty programs across an omnichannel consumer journey, marketing automation tools, and audience segmentation techniques.
Working with Us
Join us and you can also expect a highly competitive and flexible rewards and benefits package including:
- Product allowance and membership discounts
- Contributory pension scheme
- Competitive annual bonus (dependent on performance)
- Generous holiday allowance
- Annual merit based uplifts
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 our business to thrive and for Diageo 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. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings