Head of Culture & Entertainment - Johnnie Walker Europe (FTC), Open to flexibility

23 Aug 2017
20 Sep 2017
Diageo Plc

Head of Culture & Entertainment - Johnnie Walker Europe (FTC), Open to flexibility

Diageo are looking for a 12 month* maternity cover for Head of Culture & Entertainment (C&E) for Johnnie Walker in Europe. The role will be responsible for taking a lead role in building, championing and delivering award-winning campaigns that embed Johnnie Walker in cultural conversation & recruit a new generation of scotch drinkers to the brand.

Culture-led, media-first planning is at the heart of Diageo marketing and is central to the Reserve Culture & Entertainment team. Operating in a 'create to execute' model - the Head of C&E for Johnnie Walker sits within the Reserve Culture & Entertainment Europe team (based in London) to 'create' - working alongside consumer & customer marketing teams to define, shape and lead creative plans across agencies (strategic, social / digital, experiential, media) whilst benefiting from broader expertise of digital, e-commerce, brand experience & sponsorship, housed by the overarching Culture, Media & Futures team. The responsibility of this role requires a leading force and experienced strategist to define the overarching strategy & narrative, building the creative with key agencies & creative leads and managing the process through multiple stakeholders.

The Head of C&E for Johnnie Walker Europe will be responsible for facilitating and overseeing the 'execution' of these 'create' plans through a valuable infrastructure of dedicated in country Culture & Entertainment teams based in key cities across Europe - Spain, Germany, GB, Netherlands & Greece. Each local C&E lead will own the execution - working alongside their local customer teams to build & deliver a locally relevant plan executed across earned, owned & bought (incl. digital & social), influencers, trade & customers, 3rd space, e-commerce.

The complex role is required to influence across all areas of the broader business and will need the gravitas to operate at senior levels - so experience in managing multiple stakeholders (global, brand teams, Marketing Directors, Heads of Reserve, Digital and Futures teams, e-commerce teams and countries) as well as the ability to lead and manage a complementary network of agencies including Creative & Culture agencies, Social & Digital, Event & Production Agencies and Media Agencies is essential.


  • Commercial PR & Marketing experience
  • Experience working with luxury brands would be beneficial, but consumer lifestyle experience and new media /digital experience is essential
  • Previous experience working on a spirits brand a plus, but not essential
  • In-house or agency background, but require experience in Europe role with functional expertise in driving culture campaigns at scale and across multiple markets
  • Proven ability to think strategically, see the bigger picture and great attention to detail, enforcing the highest standard of execution across our brands
  • Experience in identifying, negotiating and collaborating with influencers to drive talk-ability about our brands
  • Passion and drive and the ability to use this to deliver for the business
  • Great relationship skills - ability and appetite to continuously influence internally and externally and across functions and countries
  • Identify and takes ownership for initiatives in your area and managing ambiguity
  • Effective and experienced time management skills - this is a multi-faceted role with multiple stakeholders to engage and therefore, there will be a requirement to prioritise effectively, react quickly and juggle multiple projects at any one time
  • Passion and drive and the ability to use this to deliver for the business
  • Strategic thinking and translation of strategies into brilliant execution