Job Description :

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

The China marketing landscape is constantly evolving, with a uniquely integrated digital ecosystem that offers unparalleled opportunities to connect with consumers. We are searching for a Head of Digital Marketing who can seamlessly connect our brands with consumers through this ecosystem, while gaining insights, building communities, putting our brands in culture, and securing incremental profits.

This role will lead an intervention in Diageo China pioneering a refreshed precision marketing framework from strategy to execution. He/she will integrated digital as a centralized hub covering social platforms, owned & earned media, e-content, CRM, and a deep connection to the eCom business.

Structure and Key Stakeholders

Reporting to the China Marketing Director, this position is part of the Greater China marketing team.

The successful candidate will work closely with the Diageo China business unit including Brand Marketing, Culture, Customer Marketing, CRM, and the eCom team to deliver social and digital activities.

As Digital leader, they will play a key role in elevating the digital capability of the Diageo China organization working closely with IT, legal, consumer/customer planning, and the APAC digital team.

Accountabilities

The Head of Digital Marketing will have three key areas of focus:

Omnichannel Media Strategy and Execution Excellence

• Work with brand teams and media agency to create winning omnichannel media plans that grow our brand’s awareness, equity, and cultural relevance.

• Within the omnichannel plans, create a comprehensive digital and social strategy for our brands. Deeply understand the brand strategy and goals and translate these into an integrated digital strategy rooted in the China eco-system. Drive clear alignment and trackable KPIs with key stakeholders.

• Establish social KOL matrix for core brands that empower strong influencer partnership. Nurture the right strategic partnerships with top KOL’s integrating content generation, media and livestream opportunities. Work closely with the Culture team to maximize brand impact through influencers and deliver scale earned media.

• Build a precision marketing approach with: 1. Data-based TA segmentation; 2. Message house development enabling precision content distribution; 3. Precision media in key digital platform (LRB, Douyin).

• Deeply understand digital platforms and build strategic annual JBP. Tailor made social/media plan for core brands in LRB and Douyin with trackable KPI for both brand equity and business growth.

Content Hub Generation

• Develop DCL content hub that integrates content from Global, Local Brand Marketing, Customer Marketing, eCom, etc. Significantly improve content clarity and shareability.

• 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.

• Establish sustainable organization capability to maintain and update content hub in long run. Closely work with IT and APAC digital team with integrated operation approach.

Consumer Relationship Marketing

• Integrate consumer data from multiple touch points (ecom, private domain, VIC, offline) to enable effective/direct marketing.

• Build an holistic CRM programme with clear KPI’s.

• Improve media efficiency by using profiling mapping with key platforms.

Functional & Leadership Capabilities

• Omnichannel media expert

• Deep experience executing omnichannel campaigns across social media platforms.

• Strong media, tech, and agency network internally/externally

• External focused, strong network with digital platforms.

• Takes personal accountability for holistic performance.

• Drives agile decision making, makes things simpler.

• Creates a positive culture where brilliant execution is a way of life.

• A natural teacher invested in the growth and development of colleagues.

• A high level of curiosity.

• 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.

Experience Needed

• 10+ year experiences in media or marketing.

• Brand led marketing with FMCG background is preferred.

• Deep expertise in the China eco-system with social/media experience in key platforms (LRB, Tiktok)

• Strong leadership with a track-record of successful interventions in pervious organization.

• Experienced in managing large budgets and well versed in media & digital planning and execution.

• Proven experience of successfully working across portfolios within a multinational company.

• Proven ability to inspire and coach brands team to deliver great work.

Worker Type :

Fixed Term Contract (Fixed Term)

Primary Location:

Shanghai

Additional Locations :

Job Posting Start Date :

2024-05-15

With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we’re building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world.

Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you’ll collaborate with talented people from all corners of the world. Together, you’ll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.

With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you’ll be empowered to be you. Just bring your ambition, curiosity and ideas, and we’ll celebrate your work and help you reach your fullest potential.

DRINKiQ

What's your DRINKiQ? Take our quiz to understand how alcohol is made and explore the effects of drinking. You can discover everything you need to know at DRINKiQ (https://www.drinkiq.com/en-gb/)