Retail Media Lead
Ref: b832775e12504008967292db173fe069This role sits within the Scaled Reach Engine, which is focused on building world class media, retail media, social media and earned media capabilities and operating models. Using data and technology to drive efficiency and effectiveness in our $1bn+ Media & Scaled Reach investment., The Global Retail Media Lead will set the strategic direction for Diageo's retail media agenda, leading the development and execution of a best-in-class global approach across digital and omnichannel retail environments. Operating at the intersection of media, commerce, and compliance, this role is central to unlocking growth across priority e-commerce and retailer platforms, while ensuring we lead in responsible marketing in a regulated category. This leader will drive the global vision for retail media, define partnership strategy with global retailers and platforms, and elevate our measurement and governance practices in a way that delivers both brand and commercial impact.
You will be responsible for:
1. Strategy & Governance
Define and own Diageo's global retail media strategy, ensuring alignment with digital commerce, brand growth, and responsible marketing principles.
Build a scalable global Scorecard, including investment sufficiency, efficiency, SoV tracking, voice of customer feedback, and sales attribution & incrementality.
Lead roll-out and operationalise global standard process guidelines, planning principles, compliance standards, and critical metrics adapted to the regulatory context of alcohol marketing.
Identify and prioritize high-value global retailer partnerships (e.g. Uber, Amazon, Instacart, Tesco, Carrefour etc), with a view to improving Rreturn on investment share of voice, and consumer reach - unlocking data for insight and activation.
2. Global Partnership Development
Lead engagement and negotiations with key global and regional retail media networks, technology platforms, and data partners.
Explore joint business planning and innovation opportunities that elevate Diageo's presence across customer ecosystems.
Partner closely with regional and market teams to translate global strategy into locally relevant executions within relevant frameworks.
3. Performance, Measurement & Reporting
Establish and oversee a global measurement framework tailored to retail media - balancing brand effectiveness, sales impact, and responsible marketing outcomes.
Provide regular performance reporting and actionable insight to senior partners, highlighting commercial results and areas for continuous improvement.
Partner with data, insights, and adtech teams to evolve attribution, incrementality, and closed-loop measurement across channels and platforms.
4. Capability Building & Leadership
Lead and mentor a growing global retail media team & community, including the Global Retail Media Manager, building deep subject matter expertise and cross-market collaboration.
Foster a learning culture that brings the outside in - staying at the forefront of retail media trends, benchmarks, and tools.
Drive excellence through knowledge sharing, training, and community-building across global and regional teams.
5. Cross-Functional & Regulatory Alignment
Collaborate with key functions including Procurement, Legal, Commerce, Marketing, Commercial, and Data Privacy to ensure compliance across all retail media activity.
Integrate retail media plans with broader digital marketing and brand strategies, ensuring consistency and consumer-centricity across the path to purchase.
Partner with Finance to manage investment planning, budget governance, and ROI tracking - collaborate to evolve the taxonomy & tracking both internally and with key partners.
Leadership Responsibilities & Capabilities
* 1 direct report
* Indirect Leadership of Global Retail Media Community
* Influential with ability to drive change through others.
Flexibility is key to success in our business and many of our people work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don't let anything stop you from applying. * We offer a highly competitive rewards and compensation package including: Modern work life balance policies and wellbeing activities * Annual merit increases * Annual bonus * Share options Our purpose is to celebrate life, every day, everywhere. And crafting 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 encouraged 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, attitudes, and more. Our ambition is to build 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 the next level and build new ones as part of crafting the next generation of celebrations for consumers around the world. Feel encouraged? 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.
* 10+ years of experience in digital media, retail media, or e-commerce, with at least 5 years in a global or regional leadership role. * Deep knowledge of retail media ecosystems (e.g., Amazon Ads, CitrusAd, Criteo, Walmart Connect) and how to scale impact in partnership with global retailers. * Proven success in building cross-market media programs that drive brand equity and commercial growth. * Strong understanding of alcohol-specific advertising compliance and responsible marketing frameworks globally. * Demonstrated ability to lead high-performing teams and influence at C-suite level. * Bachelor's degree or equivalent experience in Marketing, Business, or related field. * Experience in or strong affinity with the beverage alcohol category is highly desirable. * Results-oriented mentality, with a passion for driving continuous improvement and operational excellence within the allocated budget * Proven ability to navigate cultural nuances & align global strategies with local market needs * Influential with ability to inspire change through others.
You will be responsible for:
1. Strategy & Governance
Define and own Diageo's global retail media strategy, ensuring alignment with digital commerce, brand growth, and responsible marketing principles.
Build a scalable global Scorecard, including investment sufficiency, efficiency, SoV tracking, voice of customer feedback, and sales attribution & incrementality.
Lead roll-out and operationalise global standard process guidelines, planning principles, compliance standards, and critical metrics adapted to the regulatory context of alcohol marketing.
Identify and prioritize high-value global retailer partnerships (e.g. Uber, Amazon, Instacart, Tesco, Carrefour etc), with a view to improving Rreturn on investment share of voice, and consumer reach - unlocking data for insight and activation.
2. Global Partnership Development
Lead engagement and negotiations with key global and regional retail media networks, technology platforms, and data partners.
Explore joint business planning and innovation opportunities that elevate Diageo's presence across customer ecosystems.
Partner closely with regional and market teams to translate global strategy into locally relevant executions within relevant frameworks.
3. Performance, Measurement & Reporting
Establish and oversee a global measurement framework tailored to retail media - balancing brand effectiveness, sales impact, and responsible marketing outcomes.
Provide regular performance reporting and actionable insight to senior partners, highlighting commercial results and areas for continuous improvement.
Partner with data, insights, and adtech teams to evolve attribution, incrementality, and closed-loop measurement across channels and platforms.
4. Capability Building & Leadership
Lead and mentor a growing global retail media team & community, including the Global Retail Media Manager, building deep subject matter expertise and cross-market collaboration.
Foster a learning culture that brings the outside in - staying at the forefront of retail media trends, benchmarks, and tools.
Drive excellence through knowledge sharing, training, and community-building across global and regional teams.
5. Cross-Functional & Regulatory Alignment
Collaborate with key functions including Procurement, Legal, Commerce, Marketing, Commercial, and Data Privacy to ensure compliance across all retail media activity.
Integrate retail media plans with broader digital marketing and brand strategies, ensuring consistency and consumer-centricity across the path to purchase.
Partner with Finance to manage investment planning, budget governance, and ROI tracking - collaborate to evolve the taxonomy & tracking both internally and with key partners.
Leadership Responsibilities & Capabilities
* 1 direct report
* Indirect Leadership of Global Retail Media Community
* Influential with ability to drive change through others.
Flexibility is key to success in our business and many of our people work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don't let anything stop you from applying. * We offer a highly competitive rewards and compensation package including: Modern work life balance policies and wellbeing activities * Annual merit increases * Annual bonus * Share options Our purpose is to celebrate life, every day, everywhere. And crafting 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 encouraged 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, attitudes, and more. Our ambition is to build 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 the next level and build new ones as part of crafting the next generation of celebrations for consumers around the world. Feel encouraged? 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.
* 10+ years of experience in digital media, retail media, or e-commerce, with at least 5 years in a global or regional leadership role. * Deep knowledge of retail media ecosystems (e.g., Amazon Ads, CitrusAd, Criteo, Walmart Connect) and how to scale impact in partnership with global retailers. * Proven success in building cross-market media programs that drive brand equity and commercial growth. * Strong understanding of alcohol-specific advertising compliance and responsible marketing frameworks globally. * Demonstrated ability to lead high-performing teams and influence at C-suite level. * Bachelor's degree or equivalent experience in Marketing, Business, or related field. * Experience in or strong affinity with the beverage alcohol category is highly desirable. * Results-oriented mentality, with a passion for driving continuous improvement and operational excellence within the allocated budget * Proven ability to navigate cultural nuances & align global strategies with local market needs * Influential with ability to inspire change through others.
Retail Media Lead
Ref: b832775e12504008967292db173fe069
London, England
Diageo
Marketing, Communications & Media