Senior Consumer Planner

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 raising the bar for our brands, our business and each other.

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

Our Marketing team are creators, helping to build and nurture 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, behaviors, 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.

Reporting to the Category & Brand Director, Korea, the purpose of the role is to lead the consumer planning and insights agenda for Korea. The role combines deep consumer understanding, syndicated market data, strategic thinking and hands-on research leadership to shape portfolio choices, brand strategy, innovation, marketing effectiveness and future growth opportunities.

This is a senior role in the Marketing department, acting as a trusted business partner to Category Managers and cross-functional leaders while connecting Korea with regional and global consumer planning, category and innovation agendas.

• Own the consumer planning agenda and annual learning plan for Korea, identifying growth opportunities across brands, categories, portfolio and innovation.
• Partner with the Category & Brand Director, Category Managers and cross-functional stakeholders to shape portfolio strategy, AOP, investment choices and growth priorities through consumer-led evidence.
• Lead end-to-end consumer learning, from brief, research design and methodology selection to agency management, synthesis and actionable recommendations.
• Translate consumer, shopper, commercial, industry and cultural insights into clear strategic choices and business implications.
• Own the market and industry performance view for Korea, turning syndicated market and retail measurement data such as IWSR and NielsenIQ/NIQ into actionable insights on category size, share, pricing, distribution, competitor dynamics and growth opportunities.
• Develop, pilot and embed strategic frameworks, learning tools and best-practice approaches in Korea, working closely with regional and global teams.
• Partner on innovation and renovation, leading consumer learning for growth platforms, concepts, pack and product propositions, local validation and post-launch learning.
• Support key business planning routines, portfolio simplification and growth driver development by bringing a consistent, evidence-based consumer perspective into key business decisions.
• Track consumer trends, category dynamics, competitor moves and social and cultural shifts, leveraging social listening, talkability and other emerging data sources to identify future growth spaces and actionable opportunities for Korea.
• Drive marketing effectiveness learning, including brand health, campaign evaluation and performance diagnostics, connecting research findings and market data to improve future plans and investment decisions.
• Manage consumer planning budgets, research partners and syndicated data suppliers with strong discipline, ensuring high-quality delivery and clear return on learning.
• Build consumer-centric capability across the Marketing team through coaching, storytelling, framework deployment and best-practice sharing.

• Category & Brand Director / Category & Brand Managers
• APAC Marketing Operations & MarTech (MOM)/ APAC Strategy/ Global Category Teams
• Multifunctional teams – particularly Customer Marketing, Commercial Planning, Commercial, Supply, RGM and Finance.
• Research agencies, data and analytics partners, cultural insight partners, media partners and suppliers.
• Korea Leadership Team as required.

Experience/skills required:

To Be Successful in This Role, You Will Need

• 12+ years of progressive experience in Consumer Planning, Consumer Insights, Market Research, Strategic Planning or related marketing strategy roles within FMCG, beverage, premium consumer goods, research agency or strategy consulting environments.
• Strong qualitative and quantitative research capability, with hands-on ability to interpret syndicated market data, retail audit and panel data such as IWSR and NielsenIQ/NIQ, as well as social and cultural data including talkability and social listening and turn multiple sources into clear business implications.
• Strategic and commercial mindset, with the ability to connect consumer understanding with portfolio strategy, innovation choices, marketing effectiveness and growth opportunities.
• Innovation and portfolio exposure. Experience supporting concept development, product and pack learning, proposition testing, renovation and post-launch evaluation will be valuable.
• Influence and storytelling skills, with the ability to challenge constructively, simplify complexity and land insights with senior stakeholders across local, regional and global teams.
• Strong project leadership, agency management and budget discipline, with confidence managing multiple priorities in a fast-paced and ambiguous environment.
• Curiosity, external orientation and passion for consumers, culture and emerging trends, with comfort using digital, social, behavioral and market data to shape foresight.
• University degree required, preferably in business, marketing, psychology, sociology, statistics or a related field; MBA is a plus.
• Fluent in Korean and English.

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 raise the bar, 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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