Senior Culture & Sponsorship/PR Manager - Beers, Open to flexible working

London (Central), London (Greater)
10 Jan 2022
10 Feb 2022
Contract Type

In Diageo GB the Culture & Entertainment, Media and digital team are a key function within the marketing team - working collaboratively with the marketing category brand teams & stakeholders to ensure all our brands have market leading plans that actively drive incremental business growth.

A rare and exciting opportunity exists for a Senior Culture & Entertainment Manager to join the growing GB Culture, Media and Digital team working on the icon that is Guinness.

A fantastic opportunity for anyone with proven ability and experience in the earned advocacy discipline across channels such as social influencer management, content creation in the digital & social landscape, brand partnerships.

The successful candidate will have need to have strong influencing and negotiation leadership capabilities to work closely with senior brand stakeholders both internally and externally and have experience in sourcing, motivating and inspiring agencies and brand partners to deliver against the business goals.

The Senior Culture & Entertainment Manager will report into the Head of Culture, Media and Digital. This role will cover the famous & iconic brand of Guinness.

Role Dimensions

  • The Senior Culture and Entertainment Manager will be responsible for developing the strategy and channel recommendation for Diageo brands embedding them in key cultural moments to increase brand relevance and brand equity. Working closely with the brand marketing leaders on making annual budget recommendations and M&E solutions to deliver/evaluate against the identified business/brand marketing challenges.
  • You will have a passion for brilliant creative execution and a proven track record in developing market leading culture plans that drive relevance and increase brand equity.
  • You will need to have experience in managing multiple agency partners and have knowledge of the GB agency landscape. The Senior Culture & Entertainment Manager will need to be able to match make and identifying the right agency partner within Diageo GBs Future Create model to the right brand marketing brief.
  • The role requires leadership qualities in order to ensure all agencies and activity are compliant and follow Diageo's guidelines for responsible marketing working closely with internal procurement, Corporate Relations and legal teams.
  • Requires experience in the earned advocacy discipline, including integrated communications strategies, talent and social influencer management, contextual brand integration, project management, media relations and M&E
  • A proven ability to execute programs with success, specifically in the digital and social media landscape 
  • Strong influencing and negotiation capabilities involved working with senior brand stakeholders both internally and externally 
  • Ability to motivate and inspire agencies and brand partners 

Ideal experiences / Qualifications / capabilities

  • 8+ plus years of relevant experience with a record of leading and implementing integrated programs with experience in highly regulated industries
  • Vast experience in digital media and social communications platforms
  • Authentic communicator with experience working successfully with multiple brand stakeholders  
  • Proven track record in brilliant execution to impeccably high standards
  • Deep personal accountability for great performance
  • You are constantly curious about consumers; have a deep understanding of consumer behaviour and culture

Top Accountabilities

Shape the future:

  • Responsible for developing and implementing integrated communications plans that embed Diageo brands in key cultural moments and deliver against business objectives. 
  • Be part of leading Influencer, Advocacy and Integrated Communications strategies that are aligned with brand strategy, drive reach and build relevance and brand equity.
  • Demonstrate strategic thinking, translation of strategies into differentiated plans
  • Manage and source agency partners when required and ensuring they are familiar with and follow Diageo guidelines for building brands and for responsible marketing.
  • Work with Procurement to ensure all partnership contracts are compliant and well structured. 
  • Work with commercial teams (Consumer Planning, marketing brand teams & commercial teams) to leverage opportunities  
  • Maintain a strong internal control and compliance environment consistent with the Diageo Marketing Code, Digital and Social Media Guidelines, and Diageo compliance policies. 
  • Constantly curious about consumers and adept at using data sources and sharing key insights to marketing teams to influencer culture strategies and plans for brands
  • Expert knowledge of social media and influencer marketing to upskill wider marketing teams

Win in execution

  • Develop data driven ideas and programs that drive brand fame, earned value and cultural relevancy
  • Working closely with wider team members within the Culture, Media & Digital team to ensure fully integrated marketing communications through Diageo’s connections planning process.
  • Develop and execute integrated campaigns and programs that generate growth against core brand and business objective
  • Effectively manage agencies and additional 3rd parties for best in class program ideation, implementation and delivery of results within budget and scope of work
  • Manage process from concept to implementation, engaging important cross-functional stakeholders along the way

Invest in talent

  • You thrive in working in a fast paced environment and have a high attention to detail
  • You work with agility and pace without compromising on the execution
  • A strong team player and can working autonomously – always ready to roll your sleeves up and get stuck in


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