Brand Discoverability Lead

Title: Brand Discoverability Lead

Role Type: Permanent, Full time

Location: London, England

Reports to: Global Head of Websites

About us:

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 setting a higher standard for our brands, our business and each other.

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

About the role:

Help shape how adult consumers discover Diageo brands in a world where search engines, AI assistants and digital platforms increasingly influence what people consider and choose. You will lead our global brand discoverability strategy, bringing deep technical search expertise to the content, data and platform foundations that help our brands be found, understood and considered.

Whether someone is exploring a whisky gift, looking for a cocktail recipe or asking an AI assistant about a drink for an occasion, the quality and consistency of our digital presence matter. Your role is to turn these moments into clear priorities for our brands and practical improvements across the digital ecosystem.

You will lead the technical foundations of brand discoverability, ensuring our content and brand information can be accessed, understood and accurately represented by search engines and AI driven platforms. Using owned platforms, including The-Bar and Malts.com, as a primary test-and-learn environment, you will define technical requirements, validate improvements and scale effective approaches across brands and markets.

The opportunity

This is an opportunity to build an evolving global capability within Diageo’s Marketing Operations organisation. You will combine deep technical search expertise with experimentation in AI driven discovery, working with content, product and engineering specialists to put improvements into practice. You will have tangible platforms on which to demonstrate impact and the reach of a global portfolio to scale what works.

Key accountabilities

1  Set the global discoverability strategy. Define priorities and a roadmap across search engine optimisation (SEO), generative engine optimisation (GEO), AI driven discovery and emerging platforms. Combine consumer needs, brand priorities and competitive insight with technical assessment to identify where content, data and platform improvements can have the greatest impact. Translate changing discovery behaviours into clear technical and business priorities.

2  Own the discoverability measurement framework and KPI definitions. Be accountable for defining discoverability KPIs, measurement methodologies, baselines and reporting standards across priority brands and markets, aligned with the wider marketing performance framework. Establish consistent definitions for organic visibility, brand presence and accuracy in AI-generated answers, and technical readiness. Partner with Insights and Marketing Effectiveness to interpret results, prioritise improvements and recommend action. Define the measurement requirements that inform tool evaluation and selection.

3  Build the technical foundations for scale. Diagnose barriers to discoverability and define technical requirements, solutions and acceptance criteria with website product, engineering and MarTech specialists. Focus on crawling and indexing, website architecture, structured data and consistent brand and product information across connected systems. Validate implementation and turn effective approaches into reusable standards, templates and practical guidance for brands and regional teams.

4  Lead technical implementation and experimentation on owned platforms. Lead the technical assessment and validation of discoverability improvements, working with content, website product, technology and delivery teams. Design tests of changes to content accessibility, structured data and brand information, and assess their effect on search and AI visibility. Guide development partners on requirements, validate delivery against agreed criteria and turn successful experiments into reusable standards and roadmap recommendations.

5  Embed discoverability across teams and markets. Partner with global brand and category teams, regional website and digital shelf teams, and specialist partners to build discoverability into planning and delivery. Help connect the information on our owned platforms with the requirements used across the wider digital ecosystem. Build capability through practical guidance and shared learning, while monitoring emerging technologies and evolving the strategy.

How you will work

Reporting to the Head of Websites, you will provide global technical and strategic leadership for discoverability, working through a network of teams and partners. Global teams define common standards and capabilities; regional hubs translate these into execution with markets. You will own discoverability requirements and technical validation, partnering with Product, Technology and MarTech Architecture and Integration on platform architecture and engineering delivery.

You will work closely with Digital Shelf, Content, Insights, Marketing Effectiveness, website Product and Technology, and MarTech Architecture and Integration. Together, you will make discoverability part of how digital experiences are designed and delivered, aligning with responsible marketing, accessibility, privacy and local requirements. You will bring specialist technical judgement and influence, supported by the wider team on coordination and adoption.

What success looks like

A clear direction. Brands and markets understand the discoverability priorities and have a practical roadmap to act on them.

Visible progress. Priority brands show measurable improvement in relevant search and AI discovery, assessed through a measurement framework and KPI definitions owned by this role, with consistent baselines and reporting across markets.

Strong technical foundations. Priority platforms meet agreed technical discoverability standards, with consistent brand information and validated improvements in machine readability. Requirements are embedded in briefs, platform releases and regional delivery.

Learning that travels. Experiments on owned platforms lead to evidence-based improvements that can be reused across brands and markets.

Qualifications and experience required

Technical search and discoverability expertise. Demonstrated depth in technical SEO, including crawling and indexing, structured data, website architecture and the consistency of brand and product information across systems. Experience diagnosing complex issues, defining technical solutions with engineering teams and validating their impact across multiple websites or markets. You can evaluate implementation quality and explain technical choices clearly to business stakeholders.

Technical delivery and consumer understanding. Significant experience in technical search, discoverability or digital platform optimisation within a global organisation or an agency supporting clients at scale. You connect consumer questions and behaviours with brand objectives, translate those needs into technical priorities and demonstrate improvements through delivery.

Measurement and experimentation. Experience owning KPI definitions and measurement methodologies, establishing baselines and using analytics to demonstrate improvement. You can design useful tests, assess data quality and measurement limitations, and work with Insights and effectiveness specialists to interpret findings and recommend action.

Influence and collaboration. Experience working across product, engineering, content and marketing teams, aligning priorities and driving technical improvements through others. You can turn complex requirements into clear guidance and help teams apply common standards across brands and markets.

AI discovery and emerging technology. An understanding of how AI-driven platforms access and represent brand information, with the curiosity and judgement to evaluate new opportunities through technical investigation and focused testing. Practical experience testing GEO approaches would be valuable, alongside deep technical search expertise and a willingness to keep learning.

Key competencies

Consumer Insight. Understand the questions, occasions and needs that shape discovery, and use those insights to guide priorities.

Brand Activation. Translate discoverability opportunities into improvements that help brands appear clearly and consistently at relevant moments.

Innovation. Explore emerging approaches with disciplined experimentation, and scale ideas when the evidence supports them.

Our purpose and behaviours

Diageo’s purpose is “Crafting iconic drinks chosen for life’s moments”. This role helps our brands enter consideration at the moments when people are exploring their choices.

We work as One team, bringing complementary expertise together and sharing responsibility for results. We are bold, using consumer and competitor evidence to understand where we can improve. We are Decisive, making clear choices, acting on them and learning from the outcome. In this role, that means collaborating generously, challenging assumptions with evidence and turning insight into action.

Working with Us

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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