📌 Core Information
🔹 Job Title: Brands In Culture, Partnerships and Sponsorships Manager
🔹 Company: Diageo
🔹 Location: Toronto, Ontario, Canada
🔹 Job Type: Full-Time
🔹 Category: Marketing & Communications
🔹 Date Posted: July 29, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing, managing, and implementing comprehensive sports, music, and entertainment strategies to drive growth for Diageo's brands in Canada.
- Leading partnerships and sponsorships, negotiating deals, and ensuring alignment across various internal and external teams.
- Collaborating with cross-functional teams to maximize return on investment for Diageo brands.
- Growing Diageo's brands' awareness and consideration through strategic planning and execution.
ASSUMPTION: This role requires a strategic mindset, excellent communication skills, and the ability to build and maintain strong relationships with various stakeholders.
📋 Key Responsibilities
✅ Develop, manage, and implement comprehensive sports, music, and entertainment strategies to drive growth for Diageo's brands in Canada.
✅ Lead the strategy for the ongoing thought leadership, negotiation, and management of all brand-led partnerships and sponsorships across Canada.
✅ Ensure existing assets are fully enhanced in breakthrough ways and in adherence with necessary protocols and regulations.
✅ Negotiate all major brand sponsorship deals, ensuring value is returned on investment made.
✅ Lead and strengthen relationships with teams (internally and externally), leagues, platforms, industry leading execs, and more to maximize return on investment for Diageo brands.
✅ Effectively manage external agencies and 3rd parties for best-in-class ideation, implementation, and delivery of results within budget and scope of work.
✅ Delivery of tangible business results, responsible for objective setting and measurement & evaluation process across the portfolio.
✅ Maintain a strong internal control and compliance environment consistent with the Diageo Marketing Code and Diageo compliance policies.
ASSUMPTION: This role requires expertise in both the Diageo Leadership and Marketing functional capabilities in inspiring and influencing collaboration, support, and coordination across multiple internal and external partner groups.
🎯 Required Qualifications
Education: Undergraduate degree - degree in marketing, business management, communications desirable.
Experience: 10+ years of relevant experience with a proven ability to improve return on investment.
Required Skills:
- Expert level experience with contract negotiations.
- Experience with budget management and competitive analysis.
- Experience in digital media and social communications platforms.
- Authentic communicator with experience working successfully across multiple partners.
- Strong influencing and negotiating capabilities, ability to engage and align senior partners internally.
- Strong knowledge of the intricacies and networks within the various industries to generate insights and connectivity that will be able to assess the impact for Diageo.
- Strong relationships with rights owners and agencies and the ability to grasp legalities of all assets and rights purchased to maximize value.
- Exquisite attention to detail.
- Deep consumer understanding and cultural intelligence in service of building our brands in culture.
Preferred Skills:
- Experience working in a highly regulated industry.
ASSUMPTION: This role requires a strong understanding of the sports, music, and entertainment landscape in Canada, as well as the ability to navigate complex partnerships and sponsorship deals.
💰 Compensation & Benefits
Salary Range: $81,750 - $136,250 CAD per year
Benefits:
- Annual Incentive Payment
- Stock Awards
- Healthcare Benefits
- Retirement Benefits
- Short-Term and Long-Term Disability Coverage
- Basic Life Insurance
- Wellness Benefits
- Parental Leave
Working Hours: 40 hours per week
ASSUMPTION: The salary range displayed is the salary range for the role’s primary location. Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing
Company Size: 10,001+ employees
Founded: 1826 (as Guinness Brewery)
Company Description:
- Diageo is a global leader in premium drinks, across spirits and beer, with over 200 brands sold in 180 countries.
- The company's portfolio has remarkable breadth, from centuries-old names to exciting new entrants, and global giants to local legends.
- Diageo is committed to investing in the future and being mindful of its impact, both on people and the planet.
Company Specialties:
- Premium Drinks
- Marketing
- Innovation
- Supply Chain
- HR
- Sales
- Brand management
- Premium Wines and Spirits Supplier
- Luxury
- Super premium
- Beer
- Consumer goods
- E-commerce
- Beverages
- Spirits
- FMCG
- Brand owners
Company Website: diageo.com
ASSUMPTION: Diageo's diverse portfolio and global presence allow it to represent a broad consumer base and think differently about the future.
📊 Role Analysis
Career Level: Senior Manager/Strategic Role
Reporting Structure: This role reports directly to the Marketing Director, Canada.
Work Arrangement: On-site, full-time
Growth Opportunities:
- Potential to grow into a global role within the partnerships and sponsorships function.
- Opportunity to work on high-profile, strategic projects that drive business growth.
- possibility to gain exposure to various aspects of the business, including marketing, sales, and innovation.
ASSUMPTION: This role offers significant growth potential for the right candidate, both in terms of career progression and skill development.
🌍 Location & Work Environment
Office Type: Urban, modern office space
Office Location(s): Downtown Toronto
Geographic Context:
- Toronto is the capital city of the province of Ontario and the largest city in Canada.
- The city is known for its multiculturalism, vibrant arts scene, and diverse neighborhoods.
- Toronto is home to several professional sports teams and has a thriving music and entertainment industry.
Work Schedule: Monday to Friday, 9:00 AM to 5:00 PM, with flexibility for meetings and events as needed.
ASSUMPTION: Toronto's diverse cultural landscape and vibrant entertainment scene make it an ideal location for this role, which focuses on building brands in culture.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening
- In-person or virtual interview with the hiring manager
- Final round interview with senior leadership
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Communication and presentation skills
- Contract negotiation and deal-making abilities
- Industry knowledge and network
- Cultural intelligence and consumer understanding
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role.
- Prepare for behavioral interview questions that focus on your problem-solving skills, negotiation experience, and industry knowledge.
- Research Diageo's brand portfolio and understand the company's commitment to sustainability and responsible drinking.
ATS Keywords: Partnerships, sponsorships, strategy development, contract negotiation, brand management, marketing, consumer behavior, cultural trends, sports, music, entertainment
ASSUMPTION: Diageo's application process is designed to assess candidates' strategic thinking, communication skills, and industry knowledge, as well as their fit with the company's culture.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- CRM software (e.g., Salesforce, Microsoft Dynamics)
- Project management tools (e.g., Asana, Trello)
- Social media management platforms (e.g., Hootsuite, Sprout Social)
- Data analysis tools (e.g., Google Analytics, Tableau)
ASSUMPTION: This role requires proficiency in Microsoft Office Suite and CRM software, as well as familiarity with project management tools and social media management platforms.
👔 Cultural Fit Considerations
Company Values:
- Be bold: We champion creativity and inspire growth.
- Be better: We strive for excellence in all we do.
- Be your true, authentic self: We respect everyone for who they are.
- Be inclusive: We create a culture of belonging for all.
- Be responsible: We act like owners, considering the impact of our actions.
Work Style:
- Collaborative: We work together to achieve our goals.
- Agile: We adapt and pivot as needed to stay ahead.
- Inclusive: We value and respect diverse perspectives.
- Bold: We take calculated risks and learn from our mistakes.
Self-Assessment Questions:
- How do you align with Diageo's company values, particularly 'Be bold' and 'Be inclusive'?
- How do you approach building relationships with diverse stakeholders, both internally and externally?
- How do you balance strategic thinking with a focus on execution and delivery?
ASSUMPTION: Diageo values candidates who embody their company values, are strong collaborators, and can adapt to a dynamic work environment.
⚠️ Potential Challenges
- Managing multiple partnerships and sponsorships simultaneously, ensuring each delivers maximum value.
- Navigating complex regulations and compliance requirements in the alcohol industry.
- Balancing short-term tactical needs with long-term strategic goals.
- Adapting to changes in the cultural landscape and consumer behavior.
ASSUMPTION: These challenges require strong project management skills, attention to detail, and the ability to pivot quickly in response to changing circumstances.
📈 Similar Roles Comparison
- This role is unique in its focus on building brands in culture through partnerships and sponsorships.
- Compared to other marketing roles, this position requires a deeper understanding of the cultural landscape and consumer behavior.
- Career progression in this role may differ from traditional marketing paths, offering unique growth opportunities in the partnerships and sponsorships function.
ASSUMPTION: This role offers a unique blend of marketing, strategy, and relationship management skills, making it an attractive option for candidates interested in building brands in culture.
📝 Sample Projects
- Developing a strategic plan to maximize the impact of a major sports sponsorship, including event activations, digital campaigns, and grassroots marketing efforts.
- Negotiating a high-profile music festival partnership that aligns with the brand's values and drives consumer engagement.
- Creating a comprehensive entertainment strategy that leverages Diageo's brand portfolio to create meaningful connections with consumers across various touchpoints.
ASSUMPTION: These projects require strong strategic thinking, creativity, and the ability to build and maintain strong relationships with external partners.
❓ Key Questions to Ask During Interview
- What are the most significant challenges facing the partnerships and sponsorships function in the next 12-24 months, and how can this role address them?
- How does Diageo measure the success of its partnerships and sponsorships, and how can this role contribute to improving those metrics?
- What opportunities exist for growth and innovation within the partnerships and sponsorships function, and how can this role drive those initiatives?
- How does Diageo support the professional development of its employees, particularly in this role?
- What is the company's approach to diversity, equity, and inclusion, and how does this role contribute to those efforts?
ASSUMPTION: These questions demonstrate your interest in the role's strategic impact, Diageo's growth potential, and the company's commitment to employee development and diversity, equity, and inclusion.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your strategic thinking, negotiation experience, and industry knowledge.
- Prepare for behavioral interview questions that focus on your problem-solving skills, negotiation experience, and industry knowledge.
- Research Diageo's brand portfolio and understand the company's commitment to sustainability and responsible drinking.
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
