At a Glance
- Tasks: Lead retail media strategy and drive omnichannel growth across iconic brands.
- Company: Join Diageo, home to legendary drinks like Guinness and Smirnoff.
- Benefits: Competitive salary, career development, and a vibrant team culture.
- Other info: Dynamic role with opportunities for innovation and growth.
- Why this job: Shape the future of retail media and make an impact on global brands.
- Qualifications: Experience in media strategy and strong collaboration skills required.
The predicted salary is between 60750 - 74250 £ per year.
With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world's most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life's moments - from everyday connections to landmark celebrations. Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other.
Marketing is where our brands show up in culture and stay there. This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.
About the role
Lead the end-to-end retail media strategy, planning and enablement across the Regional Hub, unlocking omnichannel growth through retailer ecosystems across all brands. This role sits at the intersection of Media, Commerce and Customers, ensuring retail media is fully integrated into Connected Reach plans and commercial JBP priorities, while scaling best-in-class, data-driven, and compliant retail media execution across markets.
The Regional Retail Media Lead is accountable for:
- Driving retail media as a core growth driver (not a siloed channel)
- Partnering closely with Commercial, Customer Marketing and in-market teams
- Translating global frameworks into scaled, market-relevant execution
- Maximising ROI, sales impact, and shopper conversion
Key Responsibilities
Strategy & Integration
- Own and evolve the regional retail media strategy across all brands and customers, aligned to global direction and regional growth priorities.
- Embed retail media into full-funnel Connected Reach planning, ensuring integration across Paid, Social, Creator and Commerce touchpoints.
- Translate global retail media frameworks into practical, scalable hub and market playbooks.
- Ensure retail media is aligned to commercial priorities (JBP, customer plans, key events, innovation launches).
Commercial & Customer Partnership
- Act as the primary media partner to Regional Commercial and Customer teams, ensuring retail media supports customer growth and joint business plans.
- Co-develop retail media strategies with key regional and global customers/retailers, unlocking incremental investment and growth opportunities.
- Support markets in integrating retail media into customer negotiations and planning cycles.
- Drive clarity on roles and ways of working between Media, Commerce and Shopper teams.
Activation Enablement & Excellence
- Enable markets to deliver best-in-class retail media activation, aligned to the Retail Media Activation Framework (RMAF).
- Establish standardised planning, buying and optimisation approaches across retail media networks (RMNs).
- Drive test-and-learn agendas across platforms (e.g. Amazon, Tesco, Carrefour, Uber etc.) to continuously improve effectiveness.
- Ensure strong linkage between media exposure and commerce outcomes (conversion, basket, sales uplift).
Performance, Measurement & ROI
- Define and deploy a regional retail media measurement framework, covering: Sales impact and incrementality, Return on Investment and efficiency, Share of voice and visibility, Shopper engagement and conversion.
- Drive adoption of closed-loop measurement and retailer data integration.
- Provide clear performance reporting and actionable insights to regional and market stakeholders.
- Continuously optimise investment allocation across retailers and formats.
Data, Tech & AI Enablement
- Accelerate adoption of retail media data, audiences and first-party insights to improve targeting and effectiveness.
- Partner with Data & MarTech teams to scale automation, AI driven optimisation, and advanced attribution.
- Ensure markets leverage retailer data ecosystems and clean rooms where available.
Governance, Compliance & Standards
- Ensure all retail media activity aligns with DMC (Diageo Marketing Code), Trusted Marketplace (TMP), Data privacy and responsible marketing guidelines.
- Establish and enforce regional standards, playbooks and guardrails for execution.
- Proactively manage risk across platforms, data usage, and retailer partnerships.
Partner & Agency Leadership
- Lead cross-functional collaboration across: Regional Media Hub, Commercial & Customer teams, In-market media and marketing teams.
Retail Media Manager in London employer: Diageo Americas
Diageo Americas offers a vibrant work culture that values curiosity and ambition, encouraging employees to strive for their personal best. With a focus on collaboration and innovation, the company provides numerous opportunities for professional growth and development. Employees benefit from a supportive environment that champions sustainability and quality in all aspects of its operations.
StudySmarter Expert Advice🤫
We think this is how you could land Retail Media Manager in London
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Diageo Americas and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Diageo Americas are looking for.
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Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Diageo Americas on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Diageo Americas. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Retail Media Manager in London
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Diageo Americas. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Diageo Americas:Show us that you’ve done your homework! In your application, briefly mention what you admire about Diageo Americas’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Diageo Americas
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Diageo Americas will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Diageo Americas, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
