Brand Experience Manager, Tequila in London

Please note this is a Fixed Term Contract for 12 months.

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you’ll test new ideas, learn and grow, and unlock a brighter, more exciting future. Join us to create a career worth celebrating.

Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future. Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies. Using our genius and creativity, we unlock our brands’ uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we’re celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you’ll be celebrated and supported in our inclusive culture.

Premiumization presents a major growth opportunity for Diageo GB. To unlock this potential, Diageo GB established a new end-to-end Luxury Business Unit, integrating marketing and commercial teams. This transformational initiative will focus on creating true luxury icons, reshaping consumer engagement, and elevating P&L delivery.

The Brand Experience Manager will play a pivotal role in this transformation, ensuring the pinnacle brands of our luxury portfolio, Don Julio Tequila and Johnnie Walker Blue Label become the most talked about luxury spirits in the UK through immersive experiences and best in class execution.

Role Dimensions

• Sits within the marketing division of the Luxury Business Unit.
• Responsible for transforming Don Julio Tequila and Johnnie Walker Blue into true luxury icons by curating experiences and high-impact activations.
• Combines shopper marketing expertise with experiential brand building across on-trade, off-trade, luxury retail, and culture driven platforms.
• Holds creative standards at the highest level, working with best-in-class luxury creative agencies to develop premium BTL activation plans.
• Collaborates closely with the Don Julio and Johnnie Walker team, consisting of the Head of Tequila and Head of Johnnie Walker, Senior Brand Manager, Brand Manager, Culture Manager, and Assistant Brand Manager.

Top Accountabilities

• Design and deploy luxury retail executions in the UK’s top Luxury retail destinations.
• Design and deploy the luxury BTL strategy and toolkits across all channels (off trade, on trade, experiential, and retail), ensuring premium execution and storytelling.
• Define the luxury brand execution blueprint, establishing a gold standard for how Don Julio Tequila and Johnnie Walker Blue Label show up across all consumer touchpoints.
• Collaborate efficiently with commercial teams to deploy the shopper plans.
• Develop innovative luxury retail activations ensuring seamless integration of digital and physical experiences.
• Lead BTL/experiential/shopper agency relationships, ensuring all activations are world-class and aligned with luxury brand aesthetics.
• Oversee Tequila and Whisky advocacy plans, working closely with Brand Ambassadors to elevate product education and storytelling.

About You

• Proven marketing experience, with a strong background in luxury retail execution, luxury marketing, experiential activations, and cultural brand building.
• Consistent record in developing high-impact, immersive brand experiences tailored to premium audiences.
• Expertise in BTL execution across retail, on-trade, and experiential activations, ensuring premium brand presence at every touchpoint.
• Ability to navigate fast-paced, entrepreneurial environments, with a keen sense for cultural trends, design excellence, and luxury aesthetics.
• Experience leading cross-functional teams and managing relationships with high-profile stakeholders.

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our team to thrive and to realize our ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base.

Flexibility is key to success in our business, and many of our staff work flexibly in many ways, including part-time, compressed hours, flexible location.

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process and to perform essential job functions.

Feel inspired? Then this may be the role for you! If you require a reasonable adjustment, please ensure that you capture this information when you submit your application!