Head of Media & Scale Reach

Diageo · London

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Title:  Head of Media & Scale Reach  - EMEA
Location: London

Reports to: Marketing Operations & MarTech Lead 

Role Type: Permanent, full time

About us

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and setting the standard for our brands, our business and each other.

Join us and play your part in making life’s moments mean a little more.

About the Role

As Head of Media & Scale Reach for EMEA, you will lead the end-to-end media agenda across Paid Media, Retail Media, Social and Influencer, driving integrated, data-led, full-funnel growth across priority brands and markets.

You will be the single point of accountability for regional media performance, connecting Global and Market teams and translating global category strategies into locally relevant, competitive media activation.

A key focus will be embedding Connected Reach principles, ensuring media is aligned to brand, commercial and customer priorities while scaling best-in-class capabilities from the Global Media team.

Key Responsibilities

EMEA Media Leadership

• Lead media strategy, planning, investment and activation across priority brands and markets across EMEA
• Translate global category media strategies into effective, locally relevant market plans, balancing consistency with local flexibility.
• Champion media as a core growth lever across the full funnel and lead regional Media JBPs to maximise partner value.
• Ensure activity meets relevant Diageo media, digital, data and influencer standards.

Integrated Media & Growth

• Connect Paid, Retail, Social and Influencer into an integrated media ecosystem, breaking down channel silos and duplication.
• Embed Social and Influencer within wider media and campaign strategies, including effective paid amplification.
• Partner with Commercial, Customer Marketing and Brand teams to align media investment with customer plans, JBPs and key retail moments.
• Drive innovation across digital media, content, creators, platforms and emerging channels.

Performance & Optimisation

• Own EMEA media performance, ROI and efficiency, using data, insight and measurement to optimise investment.
• Partner with Marketing Effectiveness and Global Media to strengthen measurement and lead an EMEA test-and-learn agenda.
• Scale guideline across markets and continually improve channel and media effectiveness.

Team & Stakeholder Leadership

• Build, lead and develop a high-performing EMEA media team, creating the capabilities, structure and ways of working needed to deliver the regional agenda.
• Develop a culture of high performance, collaboration, innovation and continuous development.
• Lead regional media, social and influencer agency relationships, ensuring performance, innovation and value.
• Influence senior Global, Regional and Market stakeholders and align teams around media priorities and investment.

Qualifications & Experience

• 10+ years' experience in media, digital marketing or integrated marketing leadership.
• Deep expertise in Paid and Programmatic Media, with strong knowledge of Retail Media, Social and Influencer.
• Proven experience in media strategy, planning, investment, optimisation and measurement.
• Experience working in complex, multi-market, matrixed organisations.
• Strong commercial understanding and experience partnering with Marketing, Commercial, Customer and Brand teams.
• Proven ability to build, develop and lead high-performing teams and agency partnerships.
• Strategic, commercially driven and data-led, with excellent collaborator influence and a strong growth mindset.
• Comfortable operating between strategic leadership and hands-on execution, with a passion for innovation and the evolving digital media landscape.

Success Measures

Success will be measured through:

• Improved regional media ROI, efficiency and growth.
• Strong adoption of Connected Reach and integrated media planning across markets.
• Greater integration and effectiveness across Paid, Retail, Social and Influencer.
• Increased contribution from Retail Media and improved Social/Influencer effectiveness.
• Strong alignment between media investment and brand, commercial and customer priorities.
• A high-performing, capable and engaged regional media team and agency ecosystem.
• Consistent compliance with relevant DMC, TMP, digital, data and influencer standards.

Working with Us

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to set a higher standard, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity!

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