Manager, Media

diageo; World Trade Center (NY); Hybrid; USD 150,000 - 190,000; Full time

Job summary

Diageo in New York City seeks a senior media leader to own regional media strategy across multiple categories, aligning with global frameworks and local growth opportunities. You will shape end-to-end plans, drive efficiency, and lead cross-functional teams to maximize impact.

The role requires 8+ years in media/marketing leadership, a track record of delivering ROI, and experience driving AI-enabled media solutions in a multinational setting. A dynamic, results-driven mindset is essential.

Qualifications

• 8+ years' experience in media planning, activation, or agency leadership.
• Proven track record across multiple markets delivering ROI improvements.
• Experience leading digital transformation with automation and AI-enabled solutions.
• Ability to navigate complex, matrixed multi-brand environments.
• Strong stakeholder leadership and agency management skills.

Responsibilities

• Own integrated regional/brand media plans across Paid Media, Retail Media, Social and Creator channels.
• Lead cross-market alignment of Connected Reach execution with local dynamics.
• Translate global frameworks into actionable regional plans with measurable outcomes.
• Guide annual planning and develop localized connections strategy and plan.
• Oversee in-market activation with media buying teams to ensure timely delivery.
• Monitor KPIs and optimize for short-term results and long-term growth.
• Collaborate with agency partners and in-house teams to drive performance.

Skills

Media planning

Digital marketing

Agency leadership

ROI optimization

Data-driven marketing

Job description

Level: L5

Role Purpose

Lead the end-to-end regional media planning, activation and optimization for the [Whiskey / Guinness / Vodka, Tequila / Gin, Rum, Liqueurs] categories, driving profitable growth through best-in-class execution of Diageo's Connected Reach strategy.

Key Responsibilities

Strategy & Planning

• Own the development and deployment of integrated regional/brand-specific media plans across Paid Media, Retail Media, Social and Creator channels, aligned to global category strategy and media blueprint and regional brand growth ambitions.
• Lead cross-market/brand alignment on Connected Reach execution, ensuring consistency in approach while enabling flexibility to reflect local market dynamics.
• Translate global media frameworks and category priorities into actionable, insight-driven regional/local plans that deliver measurable business outcomes.
• Guide annual planning process and delivery of key outputs including localized connections strategy and plan. Think about the broader ecosystem and how paid, owned, retail and social touchpoints play a role.
• Evaluate media plan scenarios based on budget parameters and brand objectives showcasing trade-offs between options. Work with Agency to make sure scenarios take into account media best practices.
• Work with the media agency (e.g., TV, OOH, Print, Radio) and in-house (i.e., Programmatic & Social) buying teams to craft and refine tactical plans. Own plans from media strategy to delivery and measurement.

Activation & Performance

• Oversee execution of integrated full-funnel media plans, ensuring optimization of investment to maximize reach, effectiveness and ROI.
• Drive media efficiency and productivity through strategic investment allocation, optimization frameworks, and adoption of global standards and tools.
• Monitor and actively optimize regional/brand media performance against defined KPIs, ensuring delivery of both short-term results and long-term brand growth.
• Work with buying teams to ensure media across the portfolio is being activated in-market with excellence (e.g., on time, delivering on the outlined strategy, pacing properly, etc.).

Data, Audience & AI Enablement

• Accelerate adoption of data-driven audience strategies to improve targeting precision and business impact.
• Drive the implementation and scaling of AI-enabled planning, buying and optimization solutions to unlock productivity gains and real-time performance improvements.
• Lead a regional test-and-learn agenda, embedding structured experimentation to continuously improve media effectiveness and inform future investment decisions.

Retail Media Integration

• Bring Retail Media into the holistic plans, embedding retail media as a core full-funnel growth driver across priority brands.
• Ensure retail media campaigns are executed in line with the Retail Media Activation Framework (RMAF) and fully integrated within broader media plans.

Governance & Compliance

• Ensure full compliance with the Diageo Marketing Code (DMC), Trusted Marketplace (TMP), data privacy and brand safety standards through upholding Diageo's Media standards.
• Proactively identify and manage risks related to media investment, data usage and platform integrity.

Stakeholder & Agency Leadership

• Lead and influence cross-functional stakeholders, including in-market brand teams, global teams, and agency partners, to deliver high-performance media outcomes.
• Ensure Connected Reach plans are fully integrated within broader go-to-market (GTM) strategies, balancing global consistency with local relevance.
• Challenge and elevate agency and partner performance to deliver innovation, efficiency and effectiveness.
• Collaborate with the Scaled Reach team and wider regional hub to deliver a competitive advantage for the category.

Commercial Accountability

• Accountable for delivering media's contribution to category growth, including revenue uplift, ROI improvement, media efficiency and share of market gains.
• Accountable for delivering the right media plan to meet business objectives and owning the recommendation and outcome deliveries.

Qualifications & Leadership

Experience

• 8+ years' experience in media planning, activation, digital marketing, or media agency leadership, with a proven track record across multiple markets.
• Strong experience managing significant media investments and delivering measurable improvements in media effectiveness, ROI and business performance.
• Proven success driving media transformation through digital innovation, automation, AI-enabled solutions and cross-functional collaboration.
• Experience operating within complex, matrixed, multi-brand environments with varying levels of media maturity.
• Demonstrated ability to lead and challenge agencies and part