Manager, Media

Role Purpose

Lead the end-to-end regional media planning, activation and optimization for the [Whiskey / Guinness / Vodka, Tequila / Gin, Rum, Liqueurs] categories, driving profitable growth through best-in-class execution of Diageo’s Connected Reach strategy.

This role is accountable for maximizing return on media investment by embedding data-driven audience strategies, scaling AI-enabled activation, and delivering integrated, full-funnel media amplification across Paid, Retail, Search, Social and Creator ecosystems.

• Own the development and deployment of integrated regional/brand-specific media plans across Paid Media, Retail Media, Social and Creator channels, aligned to global category strategy and media blueprint and regional brand growth ambitions.
• Lead cross-market/brand alignment on Connected Reach execution, ensuring consistency in approach while enabling flexibility to reflect local market dynamics.
• Translate global media frameworks and category priorities into actionable, insight-driven regional/local plans that deliver measurable business outcomes.
• Guide annual planning process and delivery of key outputs including localized connections strategy and plan. Think about the broader ecosystem and how paid, owned, retail and social touchpoints play a role.
• Evaluate media plan scenarios based on budget parameters and brand objectives showcasing trade-offs between options. Work with Agency to make sure scenarios take into account media best practices.
• Work with the media agency (e.g., TV, OOH, Print, Radio) and in-house (i.e., Programmatic & Social) buying teams to craft and refine tactical plans. Own plans from media strategy to delivery and measurement.

• Oversee execution of integrated full-funnel media plans, ensuring optimization of investment to maximize reach, effectiveness and ROI.
• Drive media efficiency and productivity through strategic investment allocation, optimization frameworks, and adoption of global standards and tools.
• Monitor and actively optimize regional/brand media performance against defined KPIs, ensuring delivery of both short-term results and long-term brand growth.
• Work with buying teams to ensure media across the portfolio is being activated in-market with excellence (e.g., on time, delivering on the outlined strategy, pacing properly, etc.).

• Accelerate adoption of data-driven audience strategies to improve targeting precision and business impact.
• Drive the implementation and scaling of AI-enabled planning, buying and optimization solutions to unlock productivity gains and real-time performance improvements.
• Lead a regional test-and-learn agenda, embedding structured experimentation to continuously improve media effectiveness and inform future investment decisions.

• Bring Retail Media into the holistic plans, embedding retail media as a core full-funnel growth driver across priority brands.
• Ensure retail media campaigns are executed in line with the Retail Media Activation Framework (RMAF) and fully integrated within broader media plans.

• Ensure full compliance with the Diageo Marketing Code (DMC), Trusted Marketplace (TMP), data privacy and brand safety standards through upholding Diageo’s Media standards.
• Proactively identify and manage risks related to media investment, data usage and platform integrity.

• Lead and influence cross-functional stakeholders, including in-market brand teams, global teams, and agency partners, to deliver high-performance media outcomes.
• Ensure Connected Reach plans are fully integrated within broader go-to-market (GTM) strategies, balancing global consistency with local…