VP, Brands In Culture, NAM

About this role

Job Description : Title:     VP, Brands in Culture, NAM Type of Role:     Permanent Proposed Level:             L3 Reports To:        SVP, Marketing Operations and MarTech, NAM               Context/Scope:               Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere.

Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Financial Accountabilities :    The VP will have accountability for: • Strategic overview of Brands in Culture direction • Brands In Culture team operating budget • Effective and productive agency and partner spend • Resource allocation across Brands in Culture programs • Marketing effectiveness and efficiency targets • Marketing operations value delivery • Technology adoption and optimization outcomes

Leadership Accountabilities:     The Vice President, Cultural Marketing & Scaled Influence is responsible for making our brands relevant in culture and ensuring cultural programs reach consumers at scale. This role leads the regional strategy, planning, execution, and performance of Social & Influencer Marketing, Branded Entertainment & Integration, Public Relations, Sponsorships & Partnerships, and Experiential Events.

The VP will build and execute a connected cultural marketing ecosystem that turns brand strategy into culturally resonant programs, leveraging creators, experiences, partnerships, earned media moments, and scaled amplification. The role serves as the primary architect of how our brands show up in culture and how those cultural moments are amplified through paid, earned, shared, and owned channels to drive brand growth.

Working closely with NAM Brand Teams, Global Marketing Leaders, Media, Content, and Effectiveness, this leader will ensure the region consistently delivers culturally impactful programs that increase brand salience, talkability, consumer engagement, and business performance. Key accountabilities include: • Stronger market business outcomes • Improved marketing effectiveness of programs • Lower operating costs • Faster execution • Higher quality and consistency • Better governance and compliance, consistent with Diageo’s Marketing Code

Complexity of the Role :              The ideal leader combines the instincts of a cultural strategist, the creativity of a brand builder, the discipline of an operator, and the commercial mindset of a growth leader. They consistently create programs that make brands matter in culture and ensure those programs are experienced by consumers at meaningful scale.

Cultural Relevance Strategy • Develop and lead the regional cultural marketing strategy across the brand portfolio. • Translate brand positioning and category strategies into culturally relevant activation plans. • Identify emerging cultural trends, passion points, communities, creators, entertainment properties, and partnership opportunities. • Develop annual cultural calendars aligned to category growth priorities. • Build a portfolio of scalable cultural platforms (fewer, bigger, better). • Ensure brands participate in culture authentically and credibly. • Drive consistency between brand purpose, consumer insight, and cultural activation.

Social & Influencer Marketing Leadership • Support the team in leading the regional social and influencer ecosystem to maximize cultural relevance, engagement, and reach, efficiently. • Establish regional social and creator strategies. • Lead influencer and creator investment priorities. • Build scalable creator programs that generate both authenticity and reach. • Oversee brand social ecosystems. • Drive best practices in community engagement and social content performance. • Ensure influencer content is amplified through paid media to maximize effectiveness. • Partner with Media teams to integrate creators into broader communications plans. • Ensure compliance, governance, and responsible marketing standards are always met. • Reduce the influencer footprint to focus on the most effective activations and deliver scaled efficiency. • Reduce the social agency ecosystem to follow a more consistent operating model.

Branded Entertainment & Integration • Build meaningful connections between brands and entertainment properties that create cultural impact. • Partner with team to evolve the branded entertainment strategy. • Support negotiations and partnerships with entertainment properties and rights holders. • Drive integration opportunities that deliver both earned attention and consumer engagement. • Ensure entertainment investments contribute to measurable business outcomes.

Sponsorships & Strategic Partnerships • Lead NAM sponsorship and partnership strategy to maximize brand relevance and business impact. • Define sponsorship strategy aligned to brand growth priorities. • Identify, negotiate, and manage strategic partnerships. • Establish measurement frameworks for sponsorship effectiveness. • Drive integration between sponsorships, content, PR, social, influencer, and media teams. • Ensure sponsorship investments deliver incremental brand value. • Create a connected sponsorship ecosystem to

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