VP, Brands In Culture, NAM

Marketing operations value delivery

Company

Diageo

Location

New York, NY

Other

Marketing

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

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 drive value across the portfolio vs. brand by brand

Reduce footprint of sponsorships that may not be driving value

Public Relations & Earned Influence

Support team in the NAM PR strategy to generate earned attention, strengthen reputation, and amplify cultural programs

Develop integrated earned media strategies

Ensure PR programs support brand growth objectives

Drive proactive storytelling and thought leadership

Integrate PR into all major cultural activations and campaigns

Experiential Events

Support the team in the development of experiences that bring brands to life and create memorable consumer connections

Establish event and experience standards

Ensure events are connected to broader cultural and communications ecosystems

Build measurement and learning frameworks for experiential investments

Build a High-Performing Organization

Lead and develop a team of specialists across social, influencer, PR, partnerships, entertainment, and experiential marketing

Create a culture of creativity, accountability, collaboration, compliance, and innovation

Build future-ready capabilities in creator marketing, cultural intelligence, and AI-enabled activation

Drive Cross-Functional Integration

Ensure seamless integration with Content, Media, Consumer Planning, Commercial, and Global Brand Teams

Eliminate siloed planning and execution

Create unified cultural activation plans across channels and where appropriate, across brands

Agency & Partner Leadership

Lead agency ecosystem strategy across PR, influencer, experiential, and partnership agencies

Drive performance accountability and efficiency

Ensure agency partners deliver against agreed business outcomes

Governance & Compliance

Ensure all activations meet responsible marketing standards

Maintain compliance with legal, regulatory, and brand governance requirements

Drive consistent use of approved tools, processes, and measurement methodologies

Key Outputs & Deliverables
Brand Impact

Brand Salience

Talkability (cultural relevance measure)

Share of Voice

Earned Media Value

Consumer Impact

Reach

Engagement

Community scale

Creator Content Performance

Business Impact

Incremental reach delivered

Efficiency improvements on investment

Return On Investment

Commercial growth

Operational Excellence

On-time delivery of programs

Budget management

Agency performance

Measurement compliance

Execution compliance

Adoption of best-practice frameworks

Professional Experience & Qualifications

15-20+ years in marketing leadership roles.

Deep expertise across social, influencer, PR, partnerships, entertainment, sponsorship, and experiential marketing.

Experience leading regional or global cultural marketing programs.

Strong commercial and brand-building acumen.

Proven track record negotiating and managing high-profile partnerships and cultural properties.

Experience managing large agency ecosystems and investment portfolios.

Experience with AI solutions and an understanding of the role AI can play in improving outcomes

Demonstrated success in driving marketing transformation

Track record of using data and analysis to monitor and improve performance

Experience leading agency ecosystems and out-sourced delivery models

Strong financial and operational management capabilities

Excellent written, oral, presentation and communication skills.

Salary Range: $195,000.00 - $325,000.00

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 to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to new heights and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

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

Worker Type
Regular

Primary Location
3WTC

Job Posting Start Date: 2026-08-17

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