Retail Media Manager

Diageo Americas; Greater London; On-site; GBP 60,000 - 90,000; Full time

Job summary

Diageo Americas in London seeks a Retail Media Manager to lead 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 integrated into Connected Reach plans and JBP priorities, scaling data-driven, compliant execution across markets.

Responsibilities

• 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).
• 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.
• 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 to continuously improve effectiveness.
• Define and deploy a regional retail media measurement framework covering sales impact, ROI, share of voice and shopper engagement.
• Accelerate adoption of data, audiences and first‑party insights to improve targeting and effectiveness.
• Ensure governance, compliance and standards across all activity, including privacy and responsible marketing guidelines.

Job description

Title: Retail Media Manager

Role Type: Permanent - Full Time

Location: London

Reports to: Global Media Director

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 setting a higher standard 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

Marketing is where our brands show up in culture and stay there.

This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.

From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.

You'll be part of a team that's curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.

About the role

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

Key Responsibilities

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 .

Partner & Agency Leadership

Lead cross‑functional collaboration across: Regional Media Hub

Commercial & Customer teams

In‑market media and marketing teams