Our vision is to lead the next generation of celebrations, engaging and delighting our consumers with exceptional experiences that boost brand equity and drive growth. To achieve this, Diageo is implementing a bold plan focused on creating meaningful interactions and experiences with our brands, enhancing our digital presence, and gaining deep insights into our consumers through data.
At Diageo, we believe in fostering a vibrant and inclusive culture where everyone feels valued and empowered. We celebrate diversity and encourage our team members to bring their authentic selves to work. Our collaborative environment nurtures creativity and innovation, ensuring that every voice is heard and every idea is considered. Join us and create a career worth celebrating!
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About the Role
As the Head of Precision Marketing, you'll be at the forefront of our digital transformation journey, delivering market-leading data-driven digital plans. This is your chance to be part of a dynamic team leading Diageo's Digital Transformation in Ireland, where you'll build world-class digital strategies that consistently drive category and brand growth.
In this exciting role, you'll develop and implement data-driven marketing strategies that enhance customer engagement, drive business growth, and maximise return on investment. A strategic problem solver with strong expertise in digital marketing, data analytics, and customer segmentation, capable of delivering personalised marketing campaigns that resonate with our target audiences.
Reporting to the Digital Transformation Director at Diageo Ireland, you'll act as a key subject matter expert, leading the Precision Marketing strategy, framework, and roadmap of activity. You'll be a key consultant for the business, building capability and empowering cross-functional teams to develop action plans, using data to continuously improve business performance.
About You
This is a hands-on as well as strategic role. It requires the ability to manage a team at the day-to-day campaign level while simultaneously driving and inspiring towards big-picture goals and objectives.
Digital Strategy and Marketing Expertise:
- A third-level qualification in Marketing, Communications, Business Administration, Data Science, or a related field is advantageous but not essential. Relevant experience and skills will also be considered.
- Strong leadership skills and several years of experience in digital (8+ years) with advanced expertise in paid digital media advertising strategy, CRM, Paid Media and data-driven marketing, ideally with a combination of both in-house and agency experience.
- Passionate digital expert with a deep understanding of how digital and media work within a CPG business model and the P&L levers that drive growth.
- Ability to strategically plan across all digital channels and platforms (social, display, video, PPC, etc.), understanding the roles each plays within the consumer journey, and ability to craft digital media strategies and activations that have delivered measurable results.
- Experience in developing and managing media budgets/forecasts, optimising spend for maximum return of investment.
Adaptability and Resilience:
- Constantly curious about consumers; deep understanding of consumer behaviour across all digital and media channels and an eye on the future to ensure Diageo is always at the forefront of change.
- Meticulous with adaptability to changing work environments, resilient, and quick to learn new things.
Leadership and Collaboration:
- Strategic leader, able to turn strategy into action, and stay focused on delivering the plan.
- Experience managing and inspiring cross-functional teams, organisations, and senior business leaders.
- Deep personal accountability for great performance, meeting, or exceeding targets and critical metrics.
Communication and Presentation Skills:
- Able to synthesise data and consumer insights into successful engagement strategies, communicating complex information in a simple, straightforward, persuasive way, delivering clear and compelling narratives to influence both technical and non-technical audiences.
Strategic Data-Driven Decision Making:
- Strong analytical skills, utilising a data-driven approach to decision-making and optimisation.
- Able to lead cross-channel audience strategies and implement a test-and-learn approach to media effectiveness.
Key Responsibilities
- Strategy Leadership and Digital Capability: Build digital and data-driven marketing capability within Diageo and its agency partners to drive effective digital media planning that delivers category and brand growth. Collaborate with senior leadership to define objectives and key results, communicate performance results, make recommendations to internal and external partners, lead regular business reviews, and support innovation initiatives.
- Campaign Management: Lead data-driven digital plans, manage budgets, work with multiple stakeholders and external partners, and use data, insights, and econometrics to evaluate, report business results, and optimise performance.
- Digital-First and Dynamic Digital Creative Development: Support and challenge teams and agencies to deliver high-standard creatives fit for purpose and channels, tactics, and expected outcomes. Support the development of dynamic digital creative using the latest technology.
- Learning Agenda and Industry Trends: Lead and evolve a learning agenda to accelerate data-driven marketing in Diageo, stay informed on industry trends, and provide regular inspiration to teams.
- Governance Standards and Legal Compliance: Ensure that all precision marketing activities uphold governance standards and legal compliance requirements with partners, agencies, and vendors.
- Digital Upskilling: Support and upskill Marketing and Commercial team members in implementing data-driven marketing campaigns, developing a performance-focused mentality across Diageo.
- Team Leadership: Lead Media Agency relationships, promote team growth and excellence through active coaching, and mentor one direct report.
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.
Rewards & Benefits Statement: We recognise and value performance, offering our people a highly competitive Rewards and Benefits package including:
Celebrating our inclusive culture is core to Diageo's purpose of "celebrating life every day everywhere." We value everyone irrespective of background or identity because diversity helps our business grow. Flexibility is key; many staff work part-time or flexibly. Discuss your flexibility needs when applying-do not let anything stop you from joining us!