Women of the Vine & Spirits
Director, Digital Strategy & Content Commercialization
Women of the Vine & Spirits, New York, New York, us, 10261
Director, Digital Strategy & Content Commercialization
Join to apply for the Director, Digital Strategy & Content Commercialization role at Women of the Vine & Spirits. Overview
Director, Digital Strategy & Content Commercialization
at Diageo (New York, NY) — Lead the creation of a centralized Conversion Media Center of Excellence (COE) combining commercial and brand media efforts to deliver measurable sales and brand equity. Own the Connected Commerce planning and activation spanning Trade Marketing, Shopper, Retail Media, Brand Media, and Off-Platform eComm. About Diageo
Diageo is a global leader in beverage alcohol with over 200 brands in more than 180 countries, including Johnnie Walker, Crown Royal, Bulleit, Buchanan\'s, Smirnoff, Cîroc, Ketel One, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Our performance ambition is to be among the best performing, most trusted consumer products companies in the world. We celebrate life, every day, everywhere, and support an inclusive, balanced lifestyle. Role Responsibilities
Lead the centralized Connected Commerce COE, aligning brand and commercial media strategy and activation. Develop and own the full-funnel conversion media strategy across paid social, RMNs, programmatic, marketplaces, and shopper activations. Define the commercial media approach that ties investment to purchase behavior, driving measurable outcomes and revenue growth. Architect how Diageo drives sales conversion through media, ensuring continuity from campaign planning to activation. Collaborate with the M&E team to apply data sets and analytics frameworks for precise targeting and closed-loop performance. Ensure content strategy and KPIs are aligned across field, trade, eComm, and global teams; bridge brand marketing, media, and commercial strategy in customer-facing conversations when needed. Scale AI prompting and workflow solutions to streamline content production, improve agility, and personalize retail media creative; pilot new tools and testing strategies. Key Metrics of Success
Growth in ROAS, PDP conversion, NTB, ATC rate % of brand campaigns with integrated Connected Commerce strategy Speed-to-market and automation rates from AI-enhanced workflows Field and customer adoption of commercial content strategies Improved alignment and measurement across brand and commercial KPIs Key Qualifications
15-20 years leading commerce, content, or media strategy within CPG, retail, or agency environments Proven ability to design full-funnel, data-driven media strategies linking brand and commerce Deep experience with RMNs, marketplaces, retail platforms, programmatic, and paid social Practical knowledge of AI prompting tools, workflow automation, and creative testing platforms Strong commercial presenting experience to internal sales orgs and external retailers Excellent cross-functional leadership, including analytics and measurement collaboration Leadership Attributes
Connector, Operator, Innovator, Influencer, Growth Driver What\'s In It For You
Build and lead the next-generation Connected Commerce model for iconic brands High-visibility leadership with impact on media investment and sales growth Global exposure and opportunity to scale innovation Competitive pay, performance incentives, and long-term growth potential Flexible Working & Diversity
Flexibility is key. We support various working arrangements and locations. We are committed to an inclusive culture where everyone belongs and is valued. We welcome diverse backgrounds, experiences, and perspectives. About Your Application
If you require a reasonable adjustment, please include this information with your application. Worker Type: Regular. Primary Location: 3WTC, New York, NY.
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Join to apply for the Director, Digital Strategy & Content Commercialization role at Women of the Vine & Spirits. Overview
Director, Digital Strategy & Content Commercialization
at Diageo (New York, NY) — Lead the creation of a centralized Conversion Media Center of Excellence (COE) combining commercial and brand media efforts to deliver measurable sales and brand equity. Own the Connected Commerce planning and activation spanning Trade Marketing, Shopper, Retail Media, Brand Media, and Off-Platform eComm. About Diageo
Diageo is a global leader in beverage alcohol with over 200 brands in more than 180 countries, including Johnnie Walker, Crown Royal, Bulleit, Buchanan\'s, Smirnoff, Cîroc, Ketel One, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Our performance ambition is to be among the best performing, most trusted consumer products companies in the world. We celebrate life, every day, everywhere, and support an inclusive, balanced lifestyle. Role Responsibilities
Lead the centralized Connected Commerce COE, aligning brand and commercial media strategy and activation. Develop and own the full-funnel conversion media strategy across paid social, RMNs, programmatic, marketplaces, and shopper activations. Define the commercial media approach that ties investment to purchase behavior, driving measurable outcomes and revenue growth. Architect how Diageo drives sales conversion through media, ensuring continuity from campaign planning to activation. Collaborate with the M&E team to apply data sets and analytics frameworks for precise targeting and closed-loop performance. Ensure content strategy and KPIs are aligned across field, trade, eComm, and global teams; bridge brand marketing, media, and commercial strategy in customer-facing conversations when needed. Scale AI prompting and workflow solutions to streamline content production, improve agility, and personalize retail media creative; pilot new tools and testing strategies. Key Metrics of Success
Growth in ROAS, PDP conversion, NTB, ATC rate % of brand campaigns with integrated Connected Commerce strategy Speed-to-market and automation rates from AI-enhanced workflows Field and customer adoption of commercial content strategies Improved alignment and measurement across brand and commercial KPIs Key Qualifications
15-20 years leading commerce, content, or media strategy within CPG, retail, or agency environments Proven ability to design full-funnel, data-driven media strategies linking brand and commerce Deep experience with RMNs, marketplaces, retail platforms, programmatic, and paid social Practical knowledge of AI prompting tools, workflow automation, and creative testing platforms Strong commercial presenting experience to internal sales orgs and external retailers Excellent cross-functional leadership, including analytics and measurement collaboration Leadership Attributes
Connector, Operator, Innovator, Influencer, Growth Driver What\'s In It For You
Build and lead the next-generation Connected Commerce model for iconic brands High-visibility leadership with impact on media investment and sales growth Global exposure and opportunity to scale innovation Competitive pay, performance incentives, and long-term growth potential Flexible Working & Diversity
Flexibility is key. We support various working arrangements and locations. We are committed to an inclusive culture where everyone belongs and is valued. We welcome diverse backgrounds, experiences, and perspectives. About Your Application
If you require a reasonable adjustment, please include this information with your application. Worker Type: Regular. Primary Location: 3WTC, New York, NY.
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