Digital Manager, Mr Black Coffee Liqueur

Job Description :

Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, 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!

About Mr Black

Coffee lovers rejoice! Welcome to the bold, caffeinated world of Mr Black. Mr Black is a bean-to-bottle bittersweet blend of top-grade Arabica coffees and Australian vodka. Originating from Australia, the spiritual home of modern coffee culture, Mr Black’s taste is iconic: notes of freshly-roasted coffee, dark chocolate and caramel with a smooth coffee finish. A favourite among mixologists, Mr Black makes the ultimate Espresso Martini but is equally delicious on the rocks.

Role/Purpose

This role will be responsible to lead the total media strategy across Mr Black and all markets (US – 80% of time; GB 10%; AUS 10%).

• Responsible to lead global media strategy, focusing on the US market and consulting on media across other markets (AUS, GB/WE) and all channels (Digital, Social, E-commerce, CRM, paid and organic media)

• Lead the annual media briefing across markets – US, GB and AUS - building with local marketing leads

• Work closely with the US Senior Brand Manager and U.S. CIA Media lead to manage PHD agency and US media plan, plus ongoing evaluation (Sensor, BDM analysis, etc.)

• Manage total media budget across all markets

• Develop digital marketing strategy across markets and with a focus on consumer acquisition, retention & loyalty, including but not limited to: Organic and paid social, google advertising, website development, email marketing

• Work with US-based consumer research planner to develop media learning agenda across markets, using but not limited to Sensor, BDM, etc. Evaluation to be quantitative (CPM, Sensor, BDM) and qualitative

• Responsible for brand website (mrblack.co) US, UK, ROW and brand website redesign

• Work closely with US e-commerce team for tentpole and campaign initiatives (sites include: Curiada, Reserve Bar, Drizly, TheBar.com); In F25, launch new e-commerce pilot for owned e-commerce feature on Mr Black website with potential new RTM, fulfillment and use experience

• Manage the Amazon presence for GB, EU and AUS alongside local marketing leads

• Develop and implement CRM strategy alongside brand team & email marketing agency. Manage email marketing agency, working closely with creative producer for thematic & copy development

• Liaise with the global media team quarterly or twice/year to discuss Mr Black development, fit to overall media and digital agenda within Diageo

• Work with internal Diageo resources to migrate some media responsibilities (copywriting, customer care, etc.)

Worker Type :

Regular

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date :

2024-01-11

Salary Range:

Minimum Salary:

$110040

Maximum Salary:

$183400

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others.  (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.)  The salary range displayed is the salary range for the role’s primary location.