Purpose of role
The China marketing landscape is constantly evolving, with a uniquely integrated digital ecosystem that offers unparalleled opportunities to connect with consumers. This role will have opportunity to lead an intervention of premium spirit brand in Diageo China pioneering a refreshed precision marketing framework from strategy to execution. He/she will lead to build the brand's digital and social strategy based on brand culture, consumer insight and industry trend, as well as lead the end-to-end execution covering digital platforms, contents for eCommerce& offline activation and CRM to drive brand awareness, talkability and growth in omni channel.
You will be responsible for:
Omni-channel Media Strategy and Execution Excellence of Premium Brand
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- Deeply understand the brand strategy and goals and lead into building a winning omni-channel communication plan that grow our brand's awareness, equity, and cultural relevance. Work with brand teams and media agency to drive clear alignment and trackable KPIs.
- Within the omni-channel plans, create a comprehensive media and social strategy for our brands. Manage and work effectively with social agencies to establish social KOL matrix and nurture the right strategic media and livestream opportunities. Work closely with the Culture team to maximize brand impact through influencers and deliver scale earned media.
- Responsible for ensuring that the insights derived from our media & digital performance is well understood and leveraged.
Media Innovation Project
- Establish an effective & efficient investment and communication model that enables sustainable business growth, higher ROI, sufficient brand audience assets. Ensure best practice is implemented and future opportunities are tested.
- Work closely with brand team, offline sales team and external media partner to build a media-to-trade model that can drive offline brand awareness, in-store traffic and O2O business. Have a clear tracking system with digital measurement and sales evaluation.
- Leverage digital and AI technology for future content generation and distribution. Fully leverage external capability/ technology to simplify manual effort as well as largely improve content relevance in different touch-points with big data approach.
To be successful in this role, you will need:
- Direct& relevant experience in social media or market tier, FMCG background is preferred.
- Robust social media experience with the focus on KOL strategy and paid media in key platforms (RED and DY).
- Experienced in managing budgets and well versed in media & digital planning and execution.
- Proven experience of successfully working within a multinational company.
- Proven ability to inspire and influence working team to deliver great work.
- Strong ability in data processing, document drafting, and related paperwork.
- A multi-tasker, capable of dealing with multiple responsibilities while maintaining efficient productivity.
Working with Us
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.
About Us
From Arthur Guinness to Johnnie Walker, our business was founded on people of great character and in 250 years, nothing's changed. We're the world's leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It's why we trust them with our legacy. And it's why we reward them with the career-defining opportunities that they deserve.
Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world's very best people.
We're looking for people with creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level.
Feel inspired? Then this may be the opportunity for you.