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Head of Marketing - Whisky

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Job Description :

Scotch is Diageo’s #1 global priority and Diageo is the leader in Scotch Whisky in Australia with 50% share, representing 1/3 of Diageo Australia net sales. There is an opportunity for Diageo to take this leadership into the broader Whisk(e)y category (Bourbon, Scotch, Canadian, Irish, Japanese, Australian) by leveraging the full global portfolio and innovating into white spaces to shape the future of the category and grow our share of total Whisk(e)y over the next 5 years.

Johnnie Walker Black Label is the #1 blended scotch in the market and has the key challenge of building brand meaning and continuing to recruit at scale to retain and grow share; in a world where competitors are becoming increasingly dynamic and aggressive. We must also continue to build the brand’s luxury credentials to gain fair share of the prestige + segment with Johnnie Walker Blue Label.

Single Malts represents 20% of the Diageo scotch portfolio and is driving sizable growth in the market – with Single Malts one of the fastest growing liquor segments in glass spirits. There is significant headroom for share growth to accelerate the Malts portfolio and with focus brands The Singleton, Talisker and Lagavulin - you will have the opportunity to take the reins of Global future giants and lead the next phase of growth in a highly aspirational category.

Finally, the portfolio includes local and global gems such as Dimple, J&B, Bells, Crown Royal and Bulleit Bourbon. All enviable brands in their own rights and key contributors to our performance and market share objectives.

Whilst the role is a Marketing role that requires marketing flair and marketing executional excellence, given the priority that whisk(e)y and particularly Johnnie Walker have for the business both locally and globally, we are seeking a business leader who will lead the brands through strong commercial skills and understanding as well as leading global, regional and local business conversations across Diageo. Future success relies on galvanizing all parts of the business behind the whisk(e)y strategy and outstanding execution of all plans, including innovation that is key in accelerating recruitment, pressurization and overall brand performance. The role will have 5 direct reports. Given the size of whisk(e)y’s contribution to Diageo Australia, this represents a lean team and so personal ownership of execution, the motivation to roll up one’s sleeves to get the job done, and the drive and ambition to deliver the plan is a must.

Top Accountabilities:

- Beat Annual Operating Plan (Turnover & Profit)

- Beat the competition (in terms of Value Share and Brand Strength Score - Equity)

- Drive accelerated and sustainable value, recruitment and constant penetration

- Lead the development of annual strategies & plans, alongside multifunctional team(s)

Qualifications and Experience Required:

Bachelor’s degree qualification.

Comprehensive marketing and financial decision-making experience.

Proven success in building talent, mentoring and leading teams.

Proven success in building powerful emotional-benefit brands.

Proven success in leading a business in delivering a demanding P&L (GM mindset).

Highly consistent record of influencing across functions and markets.

Strategic problem solver with deep consumer understanding.

Highly driven, with a restlessness to win.

Comfortable working in a fast-paced, constantly evolving environment, able to navigate a clear path forward even at times of ambiguity and uncertainty.

Proven ability to direct external agencies on the development, execution and measurement of marketing comms and activation plans.

Proven ability to encourage and unlock agencies’ creative flair to build brand fame.

What are the benefits?

We are an organisation that builds products that are part of celebrations, and our culture reflects this. At Diageo, you will have the ability to work flexibly to ensure you can unlock your own potential through creating ambitious plans and driving your vision.

You will also be rewarded through competitive salary and monetary benefits including bonus, flexible leave entitlements and product allowance as well as being supported via non-monetary benefits including an industry leading parental leave policy, volunteering days and workplace giving, and subscriptions to mental health and fitness platforms.

Our dedication to inclusion and diversity:

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexibility is key to success in our business and many of our staff work flexibly in many ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.

Worker Type :

Regular

Primary Location:

Sydney HQ

Additional Locations :

Job Posting Start Date :

2025-04-14

Average salary estimate

$125000 / YEARLY (est.)

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$100000K

$150000K

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What You Should Know About Head of Marketing - Whisky, Diageo

We're excited to announce an amazing opportunity for a Head of Marketing - Whisky at Diageo in Sydney, Australia! As the industry leader in Scotch Whisky with a 50% market share, Diageo is ready to expand its reach into the broader Whisk(e)y category, including Bourbon, Canadian, and even Japanese whiskies. In this role, you will steer the helm of iconic brands like Johnnie Walker, responsible for nurturing their growth and elevating their market presence. You'll be more than just a marketer; you’ll become a business leader with a keen understanding of commercial strategies. Your expertise will drive the team towards ambitious financial goals while fostering a collaborative environment with your 5 direct reports. With whisky being a cornerstone of Diageo's market strategy, your leadership will help the company innovate and succeed amid increasing competition. As someone passionate about building powerful brands, you’ll have the chance to shape the future of Diageo's whisk(e)y lineup while cultivating strong ties within global, regional, and local teams. This role calls for tactful yet bold execution, where you can expect to dive deep into marketing strategies, analyze performance metrics, and drive consumer engagement. Diageo’s supportive culture is reflected in its flexible working environment and commitment to diversity, ensuring you thrive both professionally and personally. You will be rewarded with a competitive salary, benefits including bonuses, flexible leave, and much more. Join us at Diageo, where we celebrate success and are driven by the spirit of innovation!

Frequently Asked Questions (FAQs) for Head of Marketing - Whisky Role at Diageo

What are the main responsibilities of the Head of Marketing - Whisky at Diageo?

The Head of Marketing - Whisky at Diageo will spearhead brand strategy and growth initiatives for diverse whisk(e)y brands. Key responsibilities include developing annual strategies, driving sustainable value, ensuring strong financial performance, and leading a lean team through creative marketing executions.