Digital Media Lead, APAC

Description

Join the excitement and transformation of one of the world's leading beverage alcohol companies, Diageo! With a presence in over 180 countries and a portfolio of over 200 brands including Johnnie Walker, Smirnoff, Baileys, Tanqueray, and Guinness, we're seeking a talented and experienced Digital Media Lead to join our APAC Hub. As the Digital Media Lead, you will play a critical role in enabling key APAC markets to effectively and efficiently win in digital media battlegrounds.

You will work with our markets in APAC and agency partners to develop and implement best practice digital media strategy, principles, processes, and tools while driving effective delivery of core parts of the process and unblocking structural obstacles with digital platforms, including but not limited to programmatic, search, social, and ecommerce/retail media. Your work will enable media teams to increase media effectiveness through delivering more diverse and progressive investment in digital channels, making an impact on the future of Diageo's marketing efforts.

At Diageo, we value our employees and strive for excellence in everything we do. With our core values of celebrating life every day, everywhere, doing the right thing, pursuing excellence, working together, and valuing each other, we maintain a steadfast culture while evolving and growing to meet the needs of the future. Our commitment to sustainability, diversity, and inclusion initiatives are just a few examples of our dedication to making a positive impact in the world.

If you're passionate about delivering world-class experiences and driving growth through digital transformation, this is the opportunity for you! Don't miss your chance to join our team and help shape the future of one of the world's most respected and recognized beverage alcohol companies.

DIAGEO CONTEXT

Diageo was created in 1997 but its business is built on the principles and foundations laid years before by giants of the industry – Arthur Guinness, John Walker, Elizabeth Cumming and many more. Today, Diageo is a world class leader in beverage alcohol, producing an outstanding collection of over 200 brands and owning the top two largest spirit brands in the world, Johnnie Walker and Smirnoff and 20 of the world’s top 100 spirit brands. Its portfolio also includes Mortlach, Singleton and Talisker Malt Whiskies, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo has built a strong platform for growth – through investment in its own brands, and by acquisition to broaden the geographical footprint and category depth and range. The company’s strong local business units are well-positioned to win in increasingly competitive and fast-paced environments. Diageo’s portfolio is well-diversified across price-tiers, enabling it to participate where consumer opportunity is greatest, and to capture shifts in consumer preference.

Diageo's culture is rooted in five core values that shape its operations and guide employee behavior: Celebrating life every day, everywhere; doing the right thing; pursuing excellence; working together; and valuing each other. While the company maintains a fast-paced and ever-evolving environment, its values remain steadfast.

Demonstrating its commitment to sustainability, Diageo has set ambitious environmental targets, and has also prioritized diversity and inclusion initiatives.

ROLE CONTEXT

Diageo is undergoing a major transformation, aimed at enabling its brands to connect with consumers in unprecedented ways. Our vision is to win in the next generation celebration, engaging and delighting our consumers with world-class leading experiences across every physical and digital touchpoint, resulting in greater brand equity and growth.

To achieve this, Diageo is implementing an audacious plan focused on driving more meaningful interactions and experiences with its brands, improving its digital presence, and gaining a deep understanding of its end consumers through data.

This role is part of the newly created APAC Digital Hub, which was chosen for its thriving innovation, social and start-up community, and ability to attract top talent and entrepreneurs. The transformation requires experienced leaders to implement the new operating model.

PURPOSE OF ROLE

• As the Digital Media Lead, you will facilitate the contribution of the APAC share of media efficiencies and investment targets by enabling our markets to diversify their digital media investment, and adopt the use of new/emerging channels, technology and data to improve effectiveness and efficiency.
• ·Your role will require hands-on interventions through the planning and implementation process, utilizing a “push and pull” approach to enable media teams to deliver more diverse and progressive investment in digital channels such as programmatic, search, social and ecommerce/retail media, using them to their full potential for efficiency and effectiveness.
• Working in collaboration with our agency and industry partners, you will implement best practice media strategy, principles, processes and tools with common KPIs, while also adapting them to individual market environments.

RESPONSIBILITIES

• You will work closely with Global teams to align on the global priorities and targets for the APAC region while partnering Market teams closely on their business needs and priorities to lay out the “what” and “how” of achieving the commonly aligned goals with a hands-on approach, including taking on the role of media partnership engagement, review and measurement as required.
• You will partner the markets and agency teams in their day-to-day to to identify opportunities, eradicate roadblocks, and optimize towards better performing media with the adoption of new/emerging channels, technology and data to improve media effectiveness and efficiency.
• You will be a subject matter expert in the digital media industry trends and ecosystem, and be able to translate the impact into actionable plans for our markets and digital media goals.
• You will enable the assessment and negotiation required for the work that goes into increasing the inventory of our digital media inventory including but not limited to biddable and ecommerce/retail media, so that we can achieve more quality, effective and efficient reach.
• Along with the Data teams, you will assist with ingesting data (1st, 2nd, 3rd ) into our digital platforms so that our targeting may be more data-driven and relevant for our potential consumers.
• You will also drive the roll-out and ongoing adoption of measurement solutions – including assisting with enabling the tagging of our owned platforms to our digital media activities, so that markets may more easily carry out optimization goals.
• You will partner with various stakeholders to support the rollout of global partnerships, and identify and establish similar regional opportunities that could scale across the APAC Hub markets.
• You will be a strong collaborator and influencer – well understanding the challenges in each APAC Hub market, and partnering with markets and our agencies to identify critical interventions to deliver our business goals on top of the commonly aligned global strategy and interventions.

CORE COMPETENCIES

• You have a strong grounding in media planning principles across both branding and performance, and are an expert in digital channels – including but not limited to social, search and programmatic.
• You have proven expertise in delivering results, understanding how to use goal setting, inventory creation and account structure to use biddable channels to their full potential, with a track record of reducing CPM and CPA, whilst upholding quality standards.
• You have direct experience and working knowledge with increasing programmatic inventory and supply, and a strong understanding on the ecosystem and impact of changing industry trends.
• You are organized and structured in program management, and motivate teams around you to deliver brilliant execution. You translate strategy into action.
• ·You are detail-orientated; everything in digital media is measurable, so you insist on periodical and transparent measurement and evaluation for our key channels and share back savings
• You have experience in working with various tagging solutions such as and how these all can improve the relevance of our media platforms on digital channels.
• As a measurement and effectiveness expert, you have helped businesses/markets uncover new brands new metrics that matter beyond reach and impressions.
• You are up to date and have experience with the use of AI and DCO principles, allowing algorithms to conclude the next best action for our brands and media.

Our commitment to inclusion and diversity

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate, and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.