Director, Digital Strategy & Content Commercialization

Director, Digital Strategy & Content Commercialization

About Diageo

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 the Role

As Director, Digital Strategy & Content Commercialization  , you will lead the creation of a centralized Conversion Media Center of Excellence (COE), uniting commercial and brand media efforts to deliver measurable sales and brand equity. You will own the vision for Connected Commerce planning and activation—spanning Trade Marketing, Shopper, Retail Media, Brand Media, and Off-Platform eComm.

This person will   develop and own the plan for driving sales conversion across media  , ensuring closed-loop outcomes are achieved. They will collaborate closely with the Measurement & Evaluation (M&E) team to connect media investment with commercial results, using first-party, shopper, and audience data for accurate targeting.

As the liaison between brand media and commercial teams , this leader will ensure alignment in strategy, creative, KPIs, and storytelling. At times, they may be asked to potentially meet with customers to help bridge brand marketing, media, and commercial strategy in customer-facing conversations.

Key Responsibilities

1. Connected Commerce Media Strategy & Sales Conversion

• Develop and own the full-funnel conversion media strategy for Diageo across paid social, RMNs, programmatic, marketplaces, and shopper activations.
• Define the commercial media approach that connects investment to purchase behavior, driving measurable outcomes and revenue growth.
• Serve as the central architect for how Diageo drives sales conversion through media, ensuring continuity from campaign planning to activation.
• Lead collaboration with the M&E team to apply the right data sets and analytics frameworks that drive precision targeting and closed-loop performance.

2. Commercial Content & Brand Integration

• Ensure commercial content is included in brand media briefs and aligned with Diageo's national and account-specific activations.
• Translate brand and shopper insights into dynamic, modular creative optimized for retail platforms and conversion.
• Serve as the integrator across teams to align content strategy and KPIs across touchpoints, including field, trade, eComm, and global.

3. AI Driven Creative & Workflow Enablement

• Scale AI prompting and workflow solutions to streamline content production, improve agility, and personalize retail media creative.
• Pilot new tools and techniques for generative content, DCO (dynamic creative optimization), and testing strategies across commercial platforms.
• Drive operational efficiencies while increasing creative relevance in paid media.

4. Strategic Liaison & Commercial Influence

• Build commercial selling stories using media KPIs and consumer/shopper insights to influence internal partners and commercial teams.
• Serve as the cross-functional connector across media, brand, shopper, and sales organizations.
• Potentially meet with customers to reinforce the connection between brand building, retail media, and shopper activation.

Key Metrics of Success

• Growth in ROAS, PDP conversion, NTB, ATC rate
• % of brand campaigns with integrated Connected Commerce strategy
• Speed-to-market and automation rates from AI-enhanced workflows
• Field and customer adoption of commercial content strategies
• Improved alignment and measurement across brand and commercial KPIs

Key Qualifications

• 15–20 years leading commerce, content, or media strategy within CPG, retail, or agency environments
• Proven ability to design full-funnel, data-driven media strategi