Marketing Effectiveness Manager

Help transform our business as we take our brands to new heights and build new ones as part of shaping the next generation of celebrations for consumers around the world. Join us for career defining opportunities that give you the chance to thrive.

Job Title:
Marketing Effectiveness Manager

Our Marketing team are creators, helping to build and cultivate 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.

The Global Marketing Effectiveness team is the specialist group that leads the Effectiveness agenda. Based centrally within the Diageo organisation, they are responsible both for handling and enhancing our marketing effectiveness outputs, analysis and tools and partnering closely with markets and brand teams to drive application of this analysis to deliver higher performing marketing every day.

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 an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value. Over the last 6 years, Diageo has invested in developing and launching a cutting-edge Marketing Effectiveness capability known as Marketing Catalyst, awarded by both the IPA in Europe, and ANA in North America in 2018 for its pioneering work on marketing effectiveness.

This tool was completely revamped this year making it even more advanced and technologically sophisticated. Along with a robust suite of Effectiveness tools, the goal is to enable every marketer in the business to measure and optimise the performance of every dollar of their marketing budget.

The role exists to create a virtuous culture of Marketing Performance, Measurement & Evaluation in Diageo, to increase the impact of our investment in A&P.

This role will be a leading functional specialist within Diageo for driving the marketing effectiveness agenda within the markets/brands they partner with. Part of the responsibility will be to establish an Effectiveness agenda and optimization momentum with global brand teams and/or markets, especially in driving adoption and application of Catalyst and other tools like Sensor. The person in this role would become quite familiar with Catalyst and running scenario optimizations.

This role will be accountable for delivery of performance goals from marketing for those markets/brands, as well as building capability across a diverse set of countries, cultures and personalities. In addition, the role holder will be given global accountability for leading specific capability enhancement projects (e.g., expanding the coverage of the A&P we measure, piloting new methodologies). There is also a view to develop a measurement framework that helps markets understand how to harness the tools/analyses that leverage longer term and shorter-term measurement capabilities (including identifying new measurement opportunities to bring into the mix).

Drive delivery of markets’ marketing performance targets through utilization of Diageo’s marketing effectiveness platform to the marketing budget.

Drive a deep change in behavior – applying marketing effectiveness principles to every investment decision.

Embed Catalyst (Diageo’s global A&P planning and optimisation tool) and marketing effectiveness thinking and capabilities into the…