Social Media Manager

Overview

We are launching the EU Media & Digital Centre - a bold step forward in how we deliver marketing across Europe. This team will be the centre of executional excellence for Media, Content, CRM, Data, Websites and Effectiveness - enabling our brand and category leaders to move faster, work smarter, and connect more meaningfully with consumers. Spanning locations across Europe and working as part of the Global Consumer Digital Team, the Centre brings together specialist talent in AI‑powered media planning, data‑driven creative, performance content, and precision CRM - all in service of delivering world‑class experiences for our brands, at scale and with speed.

This is a unique opportunity to be part of a team that's not just driving campaigns - but helping reshape how marketing works. If you're excited by performance, collaboration, innovation, and doing meaningful work on a global stage, then this could be the role for you.

• Strategic and Thought Leadership
  • Serve as the regional thought leader shaping Diageo Europe's social media strategy across paid, owned, and earned channels, with a strong focus on driving excellence in the GB market.
  • Define the role of social within the broader cross‑channel media mix, clearly articulating how platforms connect to priority audiences, influence the full consumer funnel, and support retailer and commercial objectives.
  • Develop and implement best‑practice guidelines for EU paid social, ensuring consistency, effectiveness, and integration across markets and channels.
  • Foster strong partnerships with key media owners and platforms to keep Diageo at the forefront of innovation in audience targeting, content formats, creator integrations, and channel capabilities.
  • Collaborate closely with culture leads, creators, and market media teams to elevate content quality and ensure best‑in‑class approaches across paid, owned, and earned environments.
  • Work in partnership with the Senior Creator Lead (GB) to align creator strategy with paid media planning, ensuring creator content plays its full role across channels.
  • Establish and embed a unified measurement framework for social media that links media efficiency, brand effectiveness, and cross‑channel performance into a clear, cohesive view.
• Paid Social Amplification
  • Translate MMM insights and performance learnings into clear social planning principles, ensuring all paid social investment is optimised for efficiency, effectiveness, and incremental growth.
  • Partner with the wider Media & Digital managers to ensure upcoming influencer and creator activity is strategically amplified through paid media, maximising reach, relevance, and return.
  • Provide expert guidance to markets – particularly GB – on how to scale creator and cultural moments across channels, ensuring paid amplification is integrated into broader media plans.
  • Oversee the connection between influencer‑led content and paid social activation, ensuring strong creative‑to‑media fit and effective cross‑channel deployment.
  • Champion a test‑and‑learn agenda within our transformation framework, for paid social amplification, identifying opportunities to pilot new formats, audiences, and optimisation models, in partnership with the platforms and transformation team.
• Owned Social Consolidation
  • Oversee the roadmap of consolidating local handles to global handles across all META accounts in Europe.
  • Become a trusted partner of the global social ops team, translating the strategic vision into action.
  • Ensure alignment with Diageo's strategic goals by providing updates on progress towards reducing social handles by 75%.
• Platform Management
  • Become an expert in two key platforms:
    Sprinklr & Traackr.
  • Ensure 100% compliance from agencies on EU markets usage of Sprinklr for social media activation.
  • Have oversight on the social listening trends that are presented to local markets and liaise on the strategic approach to actioning these trends into campaign and content briefs.
  • Oversee and approve all requests for admin/ad account access.
• Stakeholder Collaboration
  • Build strong relationships with local Culture & Entertainment and Marketing teams, ensuring they are fully aligned with the…