Regional Media Planning & Activation Manager

Lead the end-to-end regional media planning, activation and optimisation for the [Whiskey / Guinness / Vodka / Tequila / Gin / Rum / Liqueurs] category, driving profitable growth through best-in-class execution of Diageo’s Connected Reach strategy.

This role is accountable for maximising return on media investment by embedding data-driven audience strategies, scaling AI-enabled activation, and delivering integrated, full-funnel media amplification across Paid, Retail, Social and Creator ecosystems.

Strategy & Planning

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  Own the development and deployment of integrated regional media plans across Paid Media, Retail Media, Social and Creator channels, aligned to global category strategy and media blueprint and regional growth ambitions.

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  Lead cross-market alignment on Connected Reach execution, ensuring consistency in approach while enabling flexibility to reflect local market dynamics.

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  Translate global media frameworks and category priorities into actionable, insight-driven regional plans that deliver measurable business outcomes.

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  Activation & Performance

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  Oversee execution of integrated full-funnel media plans, ensuring optimisation of investment to maximise reach, effectiveness and ROI.

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  Drive media efficiency and productivity through strategic investment allocation, optimisation frameworks, and adoption of DMAF global standards and tools.

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  Monitor and actively optimise regional media performance against defined KPIs, ensuring delivery of both short-term results and long-term brand growth.

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  Data, Audience & AI Enablement

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  Accelerate adoption of data-driven audience strategies to improve targeting precision and business impact.

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  Drive the implementation and scaling of AI-enabled planning, buying and optimisation solutions to unlock productivity gains and real-time performance improvements.

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  Lead a regional test-and-learn agenda, embedding structured experimentation to continuously improve media effectiveness and inform future investment decisions.

Retail Media Integration

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  Co-lead Retail Media strategy with the Regional Retail Media Manager, embedding retail media as a core full-funnel growth driver across priority markets.[TJ1] 

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  Ensure retail media campaigns are executed in line with the Retail Media Activation Framework (RMAF) and fully integrated within broader media plans.
   

Governance & Compliance

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  Ensure full compliance with the Diageo Marketing Code (DMC), Trusted Marketplace (TMP), data privacy and brand safety standards through upholding Diageo’s Media standards.

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  Proactively identify and manage risks related to media investment, data usage and platform integrity.

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  Stakeholder & Agency Leadership

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  Lead and influence cross-functional stakeholders, including in-market teams, global teams, and agency partners, to deliver high-performance media outcomes.

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  Ensure Connected Reach plans are fully integrated within broader go-to-market (GTM) strategies, balancing global consistency with local relevance.

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  Challenge and elevate agency and partner performance to deliver innovation, efficiency and effectiveness.

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  Collaborate with the Scaled Reach team and wider regional hub to deliver a competitive advantage for the category.

Commercial Accountability

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  Accountable for delivering media’s contribution to category growth, including revenue uplift, ROI improvement, media efficiency and share of market gains.

• 8+ years’ experience in media planning, activation, digital marketing, or media agency leadership, with a proven track record across multiple markets.

• Strong experience managing significant media investments and delivering measurable improvements in media effectiveness, ROI and business performance.

• Proven success driving media transformation through digital innovation, automation, AI-enabled solutions and cross-functional collaboration.

• Experience operating within complex, matrixed, multi-market environments with varying levels of media maturity.

• Demonstrated ability to lead and challenge agencies and partners to deliver high-performance outcomes.

• Deep expertise across Paid Media, Programmatic, Social, Search, Video, with a strong working knowledge of Retail Media ecosystems.

• Strong understanding of media effectiveness, audience strategy, measurement frameworks, and data-driven decision-making.

• Knowledge of AI-enabled media capabilities, media technology platforms, and evolving digital ecosystems.

• Strong grounding in brand safety, data privacy, and responsible marketing practices.