Brand Ambassador Germany

Diageo Americas; Hamburg; On-site; EUR 40,000 - 60,000; Full time

Job summary

Diageo is seeking a Brand Ambassador Germany to translate the DACH advocacy strategy into locally relevant executions across Germany. You will connect brands, bartenders, venues and cultural partners to create meaningful brand moments and World Class experiences.

Based in Germany with focus on major cities including Hamburg, Berlin, Cologne, Frankfurt and Munich, you will collaborate with cross-functional teams to deliver high-quality activations, nurture relationships and drive commercial

Qualifications

• Experience in hospitality, brand advocacy, events or a related field.
• Strong German on-trade knowledge; bartender and hospitality industry connections are a plus.
• Passion for premium spirits and bartender culture.
• Excellent relationship-building and communication skills.
• Strong project management and organizational skills.
• Creative and commercially minded with good sense of brand relevance and trends.
• Hands-on, detail-oriented in a fast-paced matrix organization.
• Fluent German and strong English language skills.
• Willingness to travel regularly within Germany and occasionally across the DACH region.

Responsibilities

• Execute the DACH advocacy strategy in Germany.
• Lead and grow the World Class bartender engagement platform through events, training, mentoring and community building.
• Build strong relationships with bartenders, hospitality leaders and key industry influencers across Germany.
• Plan and deliver high-impact brand experiences, trade activations and bartender training programs.
• Champion Diageo's priority advocacy brands through engaging education and storytelling.
• Collaborate with Brand, Sales, PR and Customer Marketing teams to align advocacy activities with business objectives.
• Manage projects, agencies and partners while ensuring excellent execution, budget control and operational excellence.
• Track performance, capture insights and continuously improve advocacy programs and community impact.

Skills

Fluent German

Strong English

Hospitality exp

Brand advocacy

Relationship building

Project management

Event coordination

Willing to travel

Job description

About us

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world's most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life's moments - from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.

Join us and play your part in making life's moments mean a little more

About the Function

The Advocacy team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to make sure our brands are part of moments that matter everywhere.

Advocacy plays a key role in this. It connects our brands with bartenders, customers, cultural tastemakers and consumers through meaningful experiences, education, storytelling and community building. It is a dynamic, people-focused environment where curiosity, commercial thinking, creativity and strong relationships make the difference.

As part of the DACH Advocacy team, you will help shape how our brands show up in the German on-trade, with a strong focus on World Class, premium brand experiences and the bartender community.

About the role

The Brand Ambassador Germany is a key role within the DACH Advocacy team, responsible for translating the DACH advocacy strategy into locally relevant execution across Germany.

You will be the connector between our brands, the bar community, influential venues, cultural partners, agencies and internal teams. Your role is to build strong relationships in the German on-trade, create meaningful brand moments, support bartender education and help deliver World Class as our most important advocacy platform.

The role is Germany-wide, with a clear focus on key cities including Hamburg, Berlin, Cologne, Frankfurt am Main and Munich.

You will work closely with the Advocacy Manager DACH, Brand, Customer Marketing, Culture, PR, Sales and agency partners to deliver high-quality activations that build brand love, strengthen customer relationships and drive commercial impact.

Top Accountabilities

• Execute the DACH advocacy strategy in Germany and identify relevant opportunities for Diageo brands.
• Lead and grow the World Class bartender engagement platform through events, training, mentoring and community building.
• Build strong relationships with bartenders, hospitality leaders and key industry influencers across Germany.
• Plan and deliver high-impact brand experiences, trade activations and bartender training programs.
• Champion Diageo's priority advocacy brands through engaging education and storytelling.
• Collaborate with Brand, Sales, PR and Customer Marketing teams to align advocacy activities with business objectives.
• Manage projects, agencies and partners while ensuring excellent execution, budget control and operational excellence.
• Track performance, capture insights and continuously improve advocacy programs and community impact.

About You

• Experience in hospitality, brand advocacy, events, customer marketing, sales, PR, or a related field.
• Strong understanding of the German on-trade environment; existing bartender and hospitality industry connections are a plus.
• Passion for premium spirits, cocktails, hospitality and bartender culture.
• Excellent relationship-building and communication skills with both external and internal stakeholders.
• Strong project management and organizational skills, with the ability to turn ideas into execution.
• Creative and commercially minded, with a good sense of brand relevance and cultural trends.
• Hands-on, detail-oriented and comfortable working in a fast-paced, matrix organization.
• Fluent German and strong English language skills.
• Willingness to travel regularly within Germany and occasionally across the DACH region.

Working with Us

Flexibility is key to our success. Talk to us about what flexibility means to you so that you're supported to manage your wellbeing and balance your priorities from day one.

Our purpose is crafting iconic drinks chosen for life's moments. And it's our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You'll work alongside people with different backgrounds, experiences and perspectives - challenging, supporting and learning from one another as one outstanding team.

Together, we're constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win.

Wherever you join us, you'll have the opportunity to contribute, make an impact and play your part in making life's moments mean a little more.

Ready to bring your b