Global Culture Lead

Job Description :

Global Culture Lead

Type of contract: Fixed Term Contract 12 months (parental cover)

Location: London

About the Function

This year, we established a Global Business Unit with its own leadership, unique skills and capability, known as Diageo Luxury Group (DLG).

It includes our luxury portfolio and is focused on increasing global visibility surrounding our luxury profile, HNWI consumers willing to spend at higher price points, plus specialist retailers (online & offline) and private sales channels. These consumers buy luxury goods as a core part of their lifestyle, driven by quality, scarcity, uniqueness, and the exclusive image they deliver.

Diageo is in the privileged position of holding the world’s most significant stocks of rare and aged whisky, and holds leading positions in super premium spirits categories, such as Tequila.

Aside from the commercial and share opportunity this department holds with high profit potential, there is an important opportunity to build priority brands top-down, creating in turn a valuable halo effect for the brands in the more accessible parts of the portfolio.

About the role

This role is a truly global role with significant brand and market complexities, in need of someone with strong experience and an understanding of the luxury landscape, alongside clear creative ability with high agility and a can do attitude at their core.

Reporting into the Global Marketing and Experience Director, we are seeking an outstanding individual across a 12-month parental cover, with the passion and compelling leadership in building high end luxury brands.

If you are inspired and want to join a journey like no other, then this may be the opportunity for you!

What you will be doing:

We want DLG to be culture-forward: participating with people, places and moments which intersect with what consumers care about at a luxury level. We want to create powerful ideas to earn consumer advocacy: causing consumers to talk to other consumers about our luxury portfolio voluntarily.

The role is also about creating, developing and delivering one-of-a-kind content that push the boundaries to drive awareness and strong consumer affinity. Keeping true to luxury standards of content create, at the highest level.

Reporting into the Global Marketing and Experience Director, we are seeking a gold standard culture and content expert with a true luxury attitude, who will disrupt our thinking, bring the outside in, anticipate trends, create our brand networks, and develop best in class plans to drive talkability and desirability.

The Global Culture & Content Manager will have the responsibility for supporting and amplifying Luxury launches and experiences both globally and locally across a 12 month period.

Your main responsibilities will be:

Culture

• Build and own the culture strategy for selected brands, for them to be deeply embedded into brand positioning and creating a halo effect on the wider portfolio
• End to end management of plans from briefing, partner alignment, market agreement, agency management, budget forecasting, through to execution and M&E
• Develop, own and nurture a strong influencer network for our Luxury brands in a way that allows for our social strategies to come to life and be amplified through media. Including talent casting
• Build and lead the strategic construct of cultural calendars for DLG – alignment with senior stakeholders, and MBP conversations with markets
• Engage and work with markets to ensure positive culture impact globally for our brands, including consult work and toolkits were applicable
• Manage our global culture agency relationships, contracting and evaluation, and network expansion
• Talent and partnership mapping (immediate and future)
• Tap into externals (IE Global Luxury Council) for ideas, trends, connections and feedback

Content

• Best in class content: co work with Global Experience Leads, Brand teams, Luxury and Private Client Team to create the best-in-class content, fit for channel, through competitive benchmarking, connection plans, culture first and consumer first thinking
• Co-Lead clear consumer journeys and connections plans for all key markets, leading to clear, strong and best-in-class for channel content for our owned channels and fit for media plans
• Partner with agencies, customers, other internal teams and markets to lead innovative and transformative projects that help us lead best in class omnichannel experiences for RARE Luxury
• Start to end execution, from concepts, shoots, asset sign-offs
• External Radar: bring curiosity and creativity into our day-to-day thinking

Media

• Establish, align with relevant stakeholders, and deliver Global media plans
• Lead briefings built from connections planning, working with our media agencies and market teams to deliver best in class plans
• Hold the total content calendar across culture, social, website and in market plans to drive integrated global launches
• Ensure start to end delivery coordinating with markets and agencies
• Streaming market communication and asset deliver while ensuring we set the standard on luxury execution + tools

Complexity

The remit of this role is global, and solutions will need to be developed with a lens and aligned with GBT brand positioning; but with the ability to be adopted and adapted according to local nuances and needs.

While the role has no direct reports, so an ability to influence, inspire and lead others will be necessary as each deliverable will require project managing with a number of stakeholders and agencies.

Experience / skills required:

• The ideal candidate will have at least 8 years of experience in high end luxury focusing on Culture & Content with experience of earned talkability for luxury brands
• Strategic marketer with experience developing cultural brand positioning for global brands
• Future focused, consumer obsessed and externally oriented: a long-term comprehensive outlook and strategic approach with the consumer at the heart
• Able to reframe and turn exciting possibilities into cultural reality that drive talkability and halo effect. Able to unlock transformational opportunities
• Content producer - with social-first approach for earned and social deployment
• Managing complexity - track record of managing multiple priorities, complex brand architecture and projects in ambiguous context and matrixed organisation. Can hold tension for a sustained period
• Strong leader - proven track record in building and growing inspiring brands. Thrives in a fast-paced, constantly changing environment and can work with high levels of ambiguity with a strong orientation to results
• Connected influencer - one phone call away from the people, places and parties driving culture today, and connected to what’s coming around the corner. Inspired to nurture earned relationships building long-term partnerships for the future
• Luxury Activation - track record of successful brand activations around the world, implemented with exceptional standards in luxury, highly talked about
• Global budget management, with the drive to achieve more with less

Working with Us

Flexibility is key to success. From part-time and compressed hours to different locations our people work flexibly in ways to suit them. Talk to us about what flexibility means to you and we’ll work together so that you’re supported from day one.

We recognise and value performance, offering our people a highly competitive Rewards and Benefits package including:

• Contemporary work life balance policies and wellbeing activities
• On site gym or subsidised gym membership
• Contributary pension scheme
• Comprehensive health insurance for you and your family
• Annual bonus based on your base salary (dependent on performance)
• Share options
• 28 days vacation per annum

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, attitudes, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you. 

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Worker Type :

Regular

Primary Location:

1HQ

Additional Locations :

Job Posting Start Date :

2025-04-04