Senior Manager, Digital Activation

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!

Senior Manager of Digital Activation, North America

We’re a young company born from an incredible entrepreneurial legacy. The success of Guinness, Smirnoff, Johnnie Walker, Tanqueray and many more, over hundreds of years, led to the formation of our company in 1997. Today our team stands on the shoulder of these giants and acts with the same entrepreneurial spirit and determination.

Reporting to the Digital Director, North America, we have a role for a Sr. Digital Activation Manager to co-lead our agile, creative and resourceful In-House Paid Social/Digital Activation team. The team merges the art and science of paid media and creative content to optimize multi- million-dollar campaigns and drive tangible business results, predominantly on social platforms, across our US and Canada brands. This person will work very closely with our media planning team both on the agency and in-house side, as well as our data and M&E experts to consider the best ways to activate and optimize digital media through channels such as social, video and media bought programmatically. They will lead feedback to the planning group so that digital is planned and activated most optimally across our brands.

Based in our New York Offices and working hand and hand with the Central Media Team (CMT) and brand management teams, the role will be wide and varied which means you will be liaising with a large number of both internal (e.g. brand, ecommerce, measurement, etc.) and external (e.g. media, talent, creative agency) partners, therefore exceptional communication and organizational skills will be key. This person will work very closely with our media planning team both on the agency and in-house side, as well as our data and M&E experts to consider the best ways to activate and optimize digital media through channels such as social, video and media bought programmatically. They will lead feedback to the planning group so that digital is planned and activated most optimally across our brands.

Key Leadership Responsibilities:

Manage Paid Social strategy and media activation across our brands
Overarching leadership role for the channel as a whole
Direct oversight for ½ the brand portfolio
Co-Manage a team of 8 digital media managers and associates, overseeing their performance, fostering their individual growth, and driving collective business growth
Cross-functional collaboration with CIA media team, CIA M&E team, Diageo brand teams, Diageo commercial teams and agency partners
Build strong relationships across groups and continue to evolve processes to best serve the team and the broader Diageo business
Consider how a brand is activated in a digital ecosystem- examples below but not limited to:
Data targeting and retargeting to create continuous performance loop
Interrogation of all digital brand plans to ensure targeting, contextual adjacencies, etc are considered best in class
Creation of the right balance of investment between partners and campaigns, ensuring they are all working together and with broader digital plan to drive business goals
Measurement to ensure plans are properly evaluated and optimized

Social/Digital Media Management:

Work directly with media planning both internally and with our agency to plan campaign strategies and tactics, as well as media and creative agency partners to ensure well-rounded strategies are properly activated in digital
Manage day to day function and operations of social media across the team, supervising performance and leading optimization of paid social media
Inclusive of media strategy and planning as well as activation across Vayner and in-house team on platforms like Meta, Pinterest, Snapchat, TikTok and others
Provide final alignment on media plans across the portfolio
Primary Diageo point of contact for social platform relationships (e.g. Meta, Snapchat) including both day-to-day management and long term growth/evolution
Collaborate across teams with groups like e-commerce and CRM to bring to life how data works into the ecosystem ensuring our plans are driving to omnichannel purchase, enhancing integration across the portfolio. Partner with these groups directly on execution of lower-funnel initiatives.
Communicate strategically with brand teams, with major relationship ownership on digital-first brands, collaborating also with their respective creative agencies to lead creative optimization
Oversee the administration and billing operations of Diageo North America infrastructure across social media accounts and media agency budget tracking/operation tools: responsible for budget tracking, full budget delivery, and actualization tracking

Measurement, Data and Analytics:

Leverage data-driven insights to inform planning and optimization for future media and content strategies
Lead testing and analysis of media campaign performance metrics. For social, includes using internal social analytics and return on investment measurement tools to optimize performance and meet business objectives
Oversee in-house team in presentation of key analysis and takeaways delivered in regular social reporting directly to brand teams (concise, visual, data-driven and actionable)
Partner with measurement team to evolve MMM return on investment analysis of lower funnel social media

Required Skills:

5-7 years of progressive responsibility in digital media; including directly managing paid social media preferably for a major consumer packaged goods, alc bev, or luxury brand
Other areas of relevant experience include performance marketing, digitable biddable media, product management, website development, and retail/commerce
Bachelor’s degree or equivalent experience, preferably in marketing or related field
Experience in using social media UI and analytics platforms such as Sprinklr or native channel analytics such as Facebook Insights/Business Manager, Pinterest, etc.
Proven record of building and leading driven and dynamic teams, with a track record of driving successful performance results
Comfortable working with sophisticated challenges, appreciating both collaboration with others and white space/autonomy, with ability to operate seamlessly in a rapidly-changing environment
Excellent verbal and written communication skills, demonstrating critical thinking ability
Savvy about how to use large data sets to generate insights, future campaigns / creative and sophisticated marketing/advertising programs
Expert Excel skills and a comfort with pivot tables
Deep analytical abilities and understanding of measurement methodology for channel and platforms, in order to inform and develop campaign reporting; comfort with development and implementation of test & learn opportunities
Standout colleague who is energetic with a relentless drive to succeed, passion for marketing, media & digital and is great teammate and leader

Bonus:

Experience with social listening platforms

Knowledge in SQL, Salesforce, statistical tools and/or programming

Worker Type :

Regular

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date :

2024-10-29

Salary Range:

Minimum Salary:

$125925

Maximum Salary:

$209875

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.