Assistant Brand Manager, Baileys

Diageo; Camden Town; On-site; GBP 40,000 - 60,000; Full time

Job summary

A leading beverage alcohol company in Camden Town is seeking a marketing professional to lead brand strategy and execution for Baileys. You will manage agency relationships and internal engagement while demonstrating strong storytelling and project management skills. Ideal candidates have 2-4 years of marketing experience and a passion for brand building. This role offers a dynamic environment encouraging collaboration and flexibility in work.

Qualifications

• Typically 2-4 years of relevant marketing or commercial experience.
• Strong creative flair and proven ability to develop compelling brand storytelling.
• Excellent prioritization skills with the ability to manage multiple projects effectively.

Responsibilities

• Lead Baileys budgeting process aligned with team members.
• Manage relationships with creative, media, and experiential agencies.
• Drive internal engagement and advocacy for Baileys.

Skills

Brand storytelling

Creative flair

Project management

Collaboration

Prioritization

Education

Relevant marketing experience

Job description

Role Responsibilities

• Brand Planning & Budgeting: Lead Baileys budgeting process in alignment with other team members as well as finance.
• Social & Media Execution: Lead social media and media plan execution, ensuring timely, high-quality delivery aligned with brand strategy.
• Lead the development of Baileys' experiential and sampling strategy to drive recruitment and re‑recruitment.
• Agency Management: Manage relationships with creative, media, and experiential agencies, ensuring clear briefs and best‑in‑class execution.
• Performance Monitoring: Tracking brand performance and sharing insights, feedback, and findings in team sessions to continuously optimise plans.
• Internal Engagement: Drive internal engagement and advocacy for Baileys, ensuring the brand stays top‑of‑mind across commercial teams, especially during key selling periods.
• Leading Baileys projects: The candidate will have a chance to own their own projects and lead them TTL with the guidance from Baileys SBM.

Qualifications

• Typically 2-4 years of relevant marketing or commercial experience, ideally within lifestyle, FMCG, or consumer brands.
• Strong creative flair and proven ability to develop and deliver compelling brand storytelling.
• Tenacious and proactive, with a drive to implement big, scalable ideas that deliver real impact.
• Strong ownership attitude, holding self and others accountable for delivering results.
• Excellent prioritisation skills with the ability to move at pace and manage multiple projects effectively.
• A natural collaborator and relationship builder who inspires trust and alignment across teams and agencies.
• Passionate about culture, and delivering exceptional brand experiences.

Flexible Working Statement

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.

Diageo Context

Diageo was created in 1997 but its business is built on the principles and foundations laid years before by giants of the industry - Arthur Guinness, John Walker, Elizabeth Cumming and many more. Today, Diageo is a world class leader in beverage alcohol, producing an outstanding collection of over 200 brands and owning 20 of the world's top 100 spirit brands. Its portfolio also includes Crown Royal, J&B, Buchanan's and Windsor Whiskies, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Casamigos, Tanqueray and Guinness. Diageo has built a strong platform for growth - through investment in its own brands, and by acquisition to broaden the geographical footprint and category depth and range. The company's strong local business units are well‑positioned to win in increasingly competitive and fast‑paced environments. Diageo's portfolio is well‑diversified across price‑tiers, enabling it to participate where consumer opportunity is greatest, and to capture shifts in consumer preference. Diageo's culture is built and maintained by the five values that underpin its business and guide how Diageo works. At Diageo, employees are passionate about its consumers and customers and want to be the best. They give each other the freedom to succeed and value each other. Employees work hard, so they can be proud of what they do and how they do it. While Diageo moves at pace, constantly evolving and improving, its values remain consistent. Diageo wants that employees live these values every day, everywhere so that Diageo can be proud of what they do and be the best that they can be. More about Diageo is available at its web site: https://www.diageo.com/

Role Dimensions

Our Marketing team are creators, helping to build and nurture some of the world's most loved brands. We craft amazing connections with people around the world to celebrate our brands' legacies and reimagine them for the world today, and into the future. Diageo brand teams are the custodians of our brands and work to ensure the future growth and success of each brand. As a member of this team you will be the guardian of our brands within this category and work to shape their future. Baileys is the #1 loved spirits brand in GB. Since 2016, Baileys has been on a mission to redefine itself outside of the liqueur category and become the #1 Adult Treating brand in GB. In 2016, Baileys adjusted its strategy to become an adult treating brand, which propelled both the brand's perception and its performance in the market. Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this. We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, attitudes, and more. Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world. Feel inspired? Then this may be the opportunity for you. If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.