Director, Growth Measurement and Effectiveness

Job Title
Director, Growth Measurement and Effectiveness
 

About us
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!

About the role:

The Director, Growth Measurement & Effectiveness will lead the continued transformation of Diageo North America’s measurement capability to ensure marketing investment drives both short term commercial performance and sustained brand growth.

This individual will lead the designing and governing an end to end measurement framework that connects media, creative, content, commerce, brand health, distribution, and financial outcomes. The Director will provide clear, data driven counsel to Marketing and Commercial leadership to support confident investment decisions across both near term and long term horizons.

This role represents an evolution from traditional evaluation toward an integrated growth intelligence capability. The Director will act as a trusted advisor across the organization and will lead and develop a team of five, elevating capability, strengthening analytical rigor, and increasing the strategic impact of the function.

Role Responsibilities:

• Unlock sustainable share and revenue growth across Diageo’s portfolio by ensuring marketing and commercial investment decisions are grounded in balanced measurement of short term performance and long term brand health.

• Design, maintain, and govern a triangulated measurement system integrating econometrics, reach, creative effectiveness, brand metrics, commerce signals, distribution indicators, and financial performance.

• Clearly distinguish between metrics that reflect short term commercial performance and those that signal long term brand growth, ensuring both are measured and led appropriately.

• Define guardrails to ensure marketing investment supports immediate revenue objectives while protecting sustained brand health and mental availability.

• Serve as a key decision partner in annual and quarterly planning, validating investment sufficiency and expected business impact before budgets are finalized.

• Define and govern the measurement operating model across Marketing, Commercial, Finance, and agency partners, eliminating data and process silos to ensure a consistent enterprise view of performance.

• Provide clear analysis to inform trade offs between near term sales acceleration and longer term brand building, particularly under commercial and competitive pressure.

• Identify divergence between performance signals, brand health trends, and commercial outcomes, and recommend corrective action.

• Quantify the impact of reach, creative quality, sustained presence, and distribution on revenue and market share over time.

• Proactively identify emerging risks and growth opportunities before they are visible in topline results.

• Advance methodologies to measure creative and content effectiveness beyond asset level reporting, including sustained impact over time across paid and organic ecosystems.

• Lead, coach, and develop a team of five across econometrics, analytics, attribution, and performance evaluation, establishing high standards for analytical rigor and commercial relevance.

• Lead and manage multiple agencies and external analytics vendors, setting clear expectations, ensuring accountability, and elevating the quality and impact of partner outputs.

• Strengthen data integration, reporting processes, and analytical workflows to increase speed, accuracy, and impact.

• Shift the function from retrospective reporting toward proactive performance monitoring and forward looking decision support.

• Provide regular strategic updates and actionable recommendations to Executive, Media, Brand, Commercial, and Finance teams.

• Represent the Growth Measurement & Effectiveness function as a trusted business partner in key leadership forums.

Experience / skills required:<