Retail Media Manager

Diageo; City of Westminster; On-site; GBP 90,000 - 150,000; Full time

Job summary

Diageo seeks a Regional Retail Media Lead to drive end-to-end retail media strategy and enablement across the Regional Hub, uniting Media, Commerce and Customers to scale data-driven, compliant activation.

You will partner with Commercial and Customer teams, translate global frameworks into market-ready playbooks, and optimise ROI and shopper conversion across markets. A strong background in retail media ecosystems and cross-market leadership is essential.

Qualifications

• 8-10+ years in retail media, digital media, eCommerce or shopper marketing.
• Strong experience with retailer platforms and RMNs (Amazon Ads, Criteo, CitrusAd).
• Proven track record delivering commercial growth through media and commerce integration.

Responsibilities

• Lead regional retail media strategy across brands and customers.
• Partner with Commercial & Customer teams to drive growth and joint business plans.
• Embed retail media into Connected Reach planning and ensure integration across paid, social and commerce touchpoints.
• Define and deploy a regional measurement framework, driving ROI, sales impact and shopper engagement.
• Lead cross-functional collaboration across regional, hub and in-market teams to scale activation.

Job description

Lead the end-to-end retail media strategy, planning and enablement across the Regional Hub, unlocking omnichannel growth through retailer ecosystems across all brands. This role sits at the intersection of Media, Commerce and Customers, ensuring retail media is fully integrated into Connected Reach plans and commercial JBP priorities, while scaling best-in-class, data-driven, and compliant retail media execution across markets. The Regional Retail Media Lead is accountable for:

• Driving retail media as a core growth driver (not a siloed channel)
• Partnering closely with Commercial, Customer Marketing and in-market teams
• Translating global frameworks into scaled, market-relevant execution
• Maximising ROI, sales impact, and shopper conversion, 1. Strategy & Integration
• Own and evolve the regional retail media strategy across all brands and customers, aligned to global direction and regional growth priorities.
• Embed retail media into full-funnel Connected Reach planning, ensuring integration across Paid, Social, Creator and Commerce touchpoints.
• Translate global retail media frameworks into practical, scalable hub and market playbooks.
• Ensure retail media is aligned to commercial priorities (JBP, customer plans, key events, innovation launches).

2. Commercial & Customer Partnership

• Act as the primary media partner to Regional Commercial and Customer teams, ensuring retail media supports customer growth and joint business plans.
• Co-develop retail media strategies with key regional and global customers/retailers, unlocking incremental investment and growth opportunities.
• Support markets in integrating retail media into customer negotiations and planning cycles.
• Drive clarity on roles and ways of working between Media, Commerce, and Shopper teams.

3. Activation Enablement & Excellence

• Enable markets to deliver best-in-class retail media activation, aligned to the Retail Media Activation Framework (RMAF).
• Establish standardised planning, buying and optimisation approaches across retail media networks (RMNs).
• Drive test-and-learn agendas across platforms (e.g., Amazon, Tesco, Carrefour, Uber etc.) to continuously improve effectiveness.
• Ensure strong linkage between media exposure and commerce outcomes (conversion, basket, sales uplift).

4. Performance, Measurement & ROI

• Define and deploy a regional retail media measurement framework, covering:
  • + Sales impact and incrementality
  • + Return on Investment and efficiency
  • + Share of voice and visibility
  • + Shopper engagement and conversion
• Drive adoption of closed-loop measurement and retailer data integration.
• Provide clear performance reporting and actionable insights to regional and market stakeholders.
• Continuously optimise investment allocation across retailers and formats.

5. Data, Tech & AI Enablement

• Accelerate adoption of retail media data, audiences and first‑party insights to improve targeting and effectiveness.
• Partner with Data & MarTech teams to scale automation, AI driven optimisation, and advanced attribution.
• Ensure markets leverage retailer data ecosystems and clean rooms where available.

6. Governance, Compliance & Standards

• Ensure all retail media activity aligns with:
  • + DMC (Diageo Marketing Code)
  • + Trusted Marketplace (TMP)
  • + Data privacy and responsible marketing guidelines
• Establish and enforce regional standards, playbooks and guardrails for execution.
• Proactively manage risk across platforms, data usage, and retailer partnerships.

7. Partner & Agency Leadership

• Lead cross-functional collaboration across:
  • + Regional Media Hub
  • + Commercial & Customer teams
  • + In-market media and marketing teams
  • + Global retail media and digital teams
• Manage and elevate agency and platform partner performance.
• Act as a leader with vision and influencer, driving adoption of retail media standard processes across markets.
  8-10+ years in retail media, digital media, eCommerce or shopper marketing
• Strong experience working with retailer platforms and RMNs (e.g., Amazon Ads, Criteo, CitrusAd etc.)
• Proven track record of delivering commercial growth through media and commerce integration
• Experience operating in multi-market, matrixed organisations
• Strong exposure to customer / commercial teams and JBP processes

Technical Skills & Knowledge

• Deep understanding of:
  • + Retail media ecosystems and platforms
  • + Omnichannel shopper journeys
  • + Measurement, attribution and incrementality
• Strong grounding in:
  • + Data-driven marketing and audience strategy
  • + Media effectiveness and ROI optimisation
  • + Regulatory and responsible marketing frameworks

Leadership & Capability

• Strong cross-functional influencer, able to align Media, Commerce and Marketing
• Commercially driven, with a focus on revenue and growth outcomes
• Ability to operate at both strategic and hands-on execution levels
• Collaborative leader comfortable working across global, regional and local teams

Key Behaviours

• Commercially obsessed and customer-first attitude
• Data-driven and performance-focused
• Proactive and solutions focused
• Strong collaborator across functions and