Diageo China We are the world’s largest premium drinks business, with an unrivalled collection of brands including Johnnie Walker, Singleton, Talisker, Don Julio, Tanqueray Gin and Baileys, etc. Diageo China is the leading international liquor company with iconic local brands in both Scotch whiskey and white spirits. The way we turn up to work is simple - we act like owners, restless and agile, bold in execution and obsessed with winning. We are flexible in our approach so you can work how you need to be the most productive and fit around your life commitments. Purpose Diageo China believes in a growth model which focuses on recruitment, driving brand fame, spending on media, connecting with consumers in the digital world, embedding our brands in culture and ensuring a strong physical availability. In order to achieve this we need to go after powerful platform ideas connections & digital media planning, leveraging the use of data and build incremental reach through advocacy. The China marketing landscape is constantly evolving, with a uniquely integrated digital ecosystem that offers unparralleled opportunities to connect with consumers. This role will have opportunity to lead an intervention of premium spirit brand in Diageo China pioneering a refreshed precision marketing framework from strategy to exectution. He/she will leadt to build the brand's digital and social strategy based on brand culture, consumer insight and industry trend, as well as lead the end-to-end execution covering digital platforms, contents for ecommerce&offline activation and CRM to drive brand awareness, talkability and growth in omni channel. Structure and Key Stakeholders Reporting to the Head of Digital Marketing. The successful candidate will work closely with the Diageo China business unit including Brand Marketing, Customer Marketing, CRM, and the eCom team as well as external partner including social agency and digital platform parterner to deliver social and digital activities. Accountabilities The Media and Digital Manager will have 2 key areas of focus: 1. Omni-channel Media Strategy and Execution Excellence of 1-2 Premium Brand Deeply understand the brand strategy and goals and lead into building a winning omni-channel communication plan that grow our brand’s awareness, equity, and cultural relevance. Work with brand teams and media agency to drive clear alignment and trackable KPIs. Within the omni-channel plans, create a comprehensive digital and social strategy for our brands. Manage and work effectively with social agencies to establish social KOL matrix and nurture the right strategic media and livestream opportunities. Work closely with the Culture team to maximize brand impact through influencers and deliver scale earned media. Responsible for ensuring that the insights derived from our media & digital performance is well understood and leveraged. 2. Digital Innovation Project Work closely with EC team to build DY E2E ecosystem, establish an effective & efficient investment and communication model that enables sustainable business growth, higher ROI, sufficient brand audience assets. Ensure best practice is implemented and future opportunities are tested. Work closely with brand team, offline sales team and external media partner(Meituan and media partner) to build a digital-to trade model that can drive offline brand awareness, in-store traffic and O2O business. Have a clear tracking system with digital measurement and sales evaluation. Leverage digital and AI technology for future content generation and distribution. Fully leverage external capability/ technology to simplify manual effort as well as largely improve content relevance in different touch-points with big data approach. Functional & Leadership Capabilities Omnichannel media expert Deep experience executing omnichannel campaigns across social media platforms. Strong media, tech, and agency network internally/externally. Passionate about international spirits and lifestyle. Takes personal accountability for holistic performance. Drives agile decision making, makes things simpler. Responsible, careful, curious, ownership, fast learning. Ability to influence effectively across multiple stakeholders by creating clarity in strategy and execution plans. Visionary that can see and create possibilities for brands and follow through to brilliant execution. Sets high standards – dissatisfaction with sub-standard work. Fluent English in written and spoken. Qualifications and Experience Required 6-8 years experience in media or marketing. Brand led marketing with FMCG background is preferred. Robust social media experience with the focus on KOL strategy and paid media in key platforms (RED and DY). Experienced in managing budgets and well versed in media & digital planning and execution. Proven experience of successfully working within a multinational company. Proven ability to inspire and influence working team to deliver great work. Strong ability in data processing, document drafting, and related paperwork. A multi-tasker, capable of dealing with multiple responsibilities while maintaining efficient productivity.
