Customer Activation & Culture Manager Beer, Iberia

About us

Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose – Celebrating life, every day, everywhere – has a meaningful role in our company, for our people, our diversity, our brands, in how we perform and how we build shared value!

About the role

Reports To: Country Manager Beer Iberia

Context & Scope:

The Iberia Beer Business Unit manages Diageo’s iconic beer brands—including Guinness, Guinness 0.0%, Hop House 13 and Kilkenny—across Spain, Portugal, the Canary Islands and Gibraltar. The region operates fully through Distributor andPartner networks, requiring strong commercial leadership, exceptional influencing ability, and executional excellence.

You will be responsible for creating and delivering market-leading commercial activation, building Joint Business Plans (JBPs), and translating centrally created growth drivers into brilliant in-market execution. You will work closely with Distributors, Diageo Country Manager, and cross-functional teams to unlock growth and maintain consistency with global brand strategy.

The role also includes culture driving responsibilities, ensuring Guinness and the wider beer portfolio connect meaningfully with consumer passion points, cultural moments, and influencer networks, in partnership with Global Brand teams, the Beer Hub and Digital teams.

Top Accountabilities:

-Core Activation & Commercial Responsibilities

• Build country-specific strategies and annual activation plans, covering portfolio, channel, and innovation priorities.

• Adapt centrally developed growth drivers (ex-ATL) for Iberia while safeguarding global brand consistency.

• Drive executional excellence through clear standards, KPIs, and highly disciplined activation across Spain, Portugal, Canaries and Gibraltar.

• Lead measurement & evaluation to track performance, identify learning, and enable continuous improvement.

• Support Quarterly Business Reviews with Distributors and Country Manager to ensure performance delivery and identify opportunities.

• Ensure compliance and governance of all activation in line with Diageo policies.

• Influence and collaborate effectively with Distributor teams and internal stakeholders across Marketing, Commercial and Finance.

-Culture & Earned Advocacy Responsibilities

• Support culturally relevant activation ensuring Guinness and beer brands show up authentically in culture.

• Lead and support our growth activities: especially our sponsorship with EPL and Guinness thought out all the year.

• Assist in building and maintaining influencer networks for earned-first opportunities.

• Amplify major cultural or brand tentpole moments across Iberia for maximum reach and consistency.

• Share cultural insights to strengthen consumer relevance in commercial and activation planning.

About you

Requirements:

• Over 6 years of experience in Marketing, Customer Marketing, Commercial or Innovation roles (multi-functional experience preferred).

• Media / Influencers management is beneficial.

• Experience from Beverage industry is desired.

• Experience working with Distributor/Partner models strongly advantageous.

• Proven track record to operate independently in virtual, cross-market teams.

• Proficient in English - Spanish is beneficial.

• Available to travel across Iberia (approx. 8–12 trips per year depending on needs).

Functional Capabilities:

• Commercial Planning: Leads development of 12-month JBPs rooted in brand strategy, market insight and commercial standards.

• Execution & Activity Planning: Owns cross-functional activity calendars ensuring timely, effective deployment.

• Commercial Competence: Understands value pools and uses insights to build Distributor, Customer and Diageo value.

Leadership Capabilities:

• Be Authentic: Builds t