PR Culture and Entertainment Manager

diageo; Ciudad de México; Presencial; MXN 900.000 - 1.200.000; Jornada completa

Descripción de la vacante

Diageo Mexico City is seeking a senior Cultural Insights lead to identify evolving cultural shifts and translate signals into actionable brand strategy and consumer engagement.

You will partner with Marketing, Brand, Innovation and Insights teams across cross-functional workstreams to shape campaigns, product ideas and long-term planning. The role emphasizes external research management and clear storytelling to senior leadership.

Formación

• Bachelor's degree in Marketing, Communications, Business Administration or related field.
• 5–8 years of experience in PR, Culture, Cultural Insights, Consumer Insights or related functions within FMCG, Consumer Goods, PR agencies or adjacent industries.
• Experience identifying and interpreting cultural, societal and behavioral trends and translating them into actionable implications for brands, innovation or consumer strategy.
• Strong PR and communication skills with consistent record.
• Experience handling qualitative, cultural or foresight research projects and working with external research or specialist partners.
• Experience influencing cross-functional stakeholders through compelling insight narratives, strategic recommendations and clear data-informed storytelling.

Responsabilidades

• Monitor and interpret cultural, societal and behavioral shifts to identify implications and growth opportunities for brands and categories.
• Translate complex cultural signals into clear, actionable narratives and recommendations for brand strategy, innovation and consumer engagement.
• Lead cultural insight and foresight projects that address priority business questions and strengthen future-facing decision-making.
• Connect cultural intelligence with consumer, shopper, category and market evidence to build a comprehensive view of emerging opportunities and risks.
• Partner with Brand, Innovation, Consumer & Shopper Insights and other teams to embed cultural relevance into plans and initiatives.
• Manage external cultural research, trends and foresight partners, ensuring high-quality and actionable outputs.
• Support cultural intelligence capability building by sharing frameworks, perspectives and emerging signals across the organization.
• Establish a PR strategy (rooted in culture) for the brand.

Educación

Bachelor's degree in Marketing, Communications, Business Administration or related field

Descripción del empleo

Job Description

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

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 cultural insight initiatives that identify emerging shifts, tensions and opportunities relevant to consumers, brands and categories. Translate cultural, societal and behavioral signals into clear implications for brand strategy, innovation and consumer engagement, partnering with Marketing and cross-functional teams to strengthen future-facing, culturally relevant business decisions. Establish the PR agenda for the brand, rooted in culturally relevant insights.

Market Context

Mexico is one of Diageo's priority growth markets and a strategically important operation globally, offering significant opportunities across premium spirits. The market is shaped evolving consumer preferences, digital transformation, and increasing expectations around sustainability and innovation. Success depends on strong cross-functional collaboration to navigate a complex environment, manage risks, and deliver sustainable growth. Achieving this requires us to stay consumer-centric, act decisively, and work as One Team.

4. Decision Making

Cultural Insight Agenda

What the role decides / recommends

Recommends priority cultural questions and areas of exploration based on business, brand and category needs.

Aligns priorities with Consumer & Shopper Insights Head and Marketing leadership; works within agreed business and learning priorities.

Cultural Trends & Foresight

Identifies and interprets emerging cultural, societal and behavioral shifts and recommends implications for brands and categories.

Connects cultural signals with consumer, shopper and market evidence; advances material strategic implications to senior leadership.

Brand & Innovation Implications

Recommends how cultural insights should inform brand positioning, innovation, communication and consumer engagement.

Partners with Brand, Innovation and Insights teams; strategic brand choices remain with relevant brand/category leadership.

Research & External Partners

Defines project briefs and handles cultural research, foresight and specialist partners for assigned initiatives.

Operates within approved methodologies, agency frameworks, budgets and procurement standards.

Business Planning Contribution

Provides cultural perspectives and recommendations into relevant brand, category and long-term planning processes.

Works with Consumer & Shopper Insights and Marketing leadership to integrate cultural intelligence with broader business evidence.

Cultural Intelligence Capabilit y

Supports tools, frameworks and learning initiatives that strengthen cultural intelligence across Marketing and relevant cross-functional teams.

Aligns capability priorities with senior Insights leadership and leverages regional/global methodologies where applicable.

Functional & Leadership Responsibilities

• Monitor and interpret cultural, societal and behavioral shifts to identify implications and growth opportunities for brands and categories.
• Translate complex cultural signals into clear, actionable narratives and recommendations for brand strategy, innovation and consumer engagement.
• Lead cultural insight and foresight projects that address priority business questions and strengthen future-facing decision-making.
• Connect cultural intelligence with consumer, shopper, category and market evidence to build a comprehensive view of emerging opportunities and risks.
• Partner with Brand, Innovation, Consumer & Shopper Insights and other teams to embed cultural relevance into plans and initiatives.
• Manage external cultural research, trends and foresight partners, ensuring high-quality and actionable outputs.
• Support cultural intelligence capability building by sharing frameworks, perspectives and emerging signals across the organization.
• Establish a PR strategy (rooted in culture) for the brand.

Key Outputs / Deliverables

• Cultural Trends & Foresight Narrative.
• Cultural Opportunity and Implication Analyses for priority brands/categories.
• Cultural Insight inputs to brand, innovation and planning processes.
• PR + cultural strategy.
• Cultural Research / Learning Plans and partner briefs.
• Emerging Signals, Trends and Cultural Tensions updates.
• Cultural Intelligence capability materials and learning sessions.

Key Interfaces

Key Interface

Consumer & Shopper Insights Head

Align cultural insight priorities, methodologies and strategic business implications.

Brand & Category Teams

Translate cultural shifts and tensions into implications for brand strategy, positioning and growth.

Innovation Teams

Identify emerging needs, behaviors and cultural opportunities that can inform innovation pipelines and concepts.

Consumer & Shopper Insights Teams

Integrate cultural intelligence with consumer, shopper and market understanding.

Commercial / Customer Teams

Provide relevant cultural and behavioral context to strengthen channel and customer understanding where applicable.

Media / Connections / Creative Teams

Inform culturally relevant communication, content and consumer connection opportunities.

Regional / Global Insights Teams

Leverage regional/global cultural intelligence, foresight methodologies and scale opportunities.

External Research / Cultural Partners

Brief, manage and challenge specialist partners to deliver high-quality cultural intelligence and foresight.

Experience and Required Qualifications

• Bachelor's degree in Marketing, Communications, Business Administration or related field.
• 5–8 years of experience in PR, Culture, Cultural Insights, Consumer Insights or related functions within FMCG, Consumer Goods, PR agencies or adjacent industries.
• Experience identifying and interpreting cultural, societal and behavioral trends and translating them into actionable implications for brands, innovation or consumer strategy.
• Strong PR and communication skills with consistent record.
• Experience handling qualitative, cultural or foresight research projects and working with external research or specialist partners.
• Experience influencing cross-functional stakeholders through compelling insight narratives, strategic recommendations and clear data-informed storytelling.

Regional capability hat (if applicable)

where a role carries a regional hat, add it as a short addendum below, naming the regional scope and who it serves.

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.

We recognize and value performance, offering our people a highly competitive Rewards and Benefits package including:

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 best? This could be your opportunity.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Worker Type

Regular

Primary Location

Mexico City

Job Posting Start Date

2026-08-20