📌 Core Information
🔹 Job Title: Culture and Customer Marketing Manager - Luxury, Central
🔹 Company: Diageo
🔹 Location: Manchester, United Kingdom
🔹 Job Type: On-site
🔹 Category: Marketing
🔹 Date Posted: May 20, 2025
🔹 Experience Level: Mid-Senior level
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and implementing a year-round program of elevated brand activations to drive content generation and awareness of luxury brands.
- Close collaboration with commercial teams and project management of key programs and activations.
- Building a culture strategy and calendar for the region to position luxury brands in relevant cultural moments.
- Designing aspirational brand experiences with key customers and outlets.
- Generating and amplifying content to drive awareness and conversion amongst target consumers.
ASSUMPTION: This role requires a strong understanding of the luxury spirits market and the ability to build and maintain relationships with key customers and influencers.
📋 Key Responsibilities
✅ Develop and implement a year-round program of elevated brand activations to drive content generation and awareness of luxury brands.
✅ Build a culture strategy and calendar for the region to position luxury brands in relevant cultural moments.
✅ Design aspirational brand experiences with key customers and outlets.
✅ Generate and amplify content to drive awareness and conversion amongst target consumers.
✅ Close collaboration and partnership with commercial teams as we plan activations with our top customers.
✅ Project manage the delivery of key programs and activations on budget and on time, constantly evaluating activity and optimizing how effectively we invest our money.
ASSUMPTION: This role requires strong project management skills and the ability to work effectively with cross-functional teams.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field.
Experience: 5+ years of experience in luxury hospitality, food & beverage, or the spirits industry.
Required Skills:
- Proven track record in agency management.
- Experience in project management and situational leadership.
- A natural relationship manager with the ability to flex style and approach depending on the situation.
- Expertise in digital and social – ideas, content creation and activation to generate buzz.
- Experience in presenting to audiences and media handling.
- Confident public speaker and communicator, able to engage with a variety of people.
Preferred Skills:
- Understanding of or experience working across World Class / Diageo Bar Academy.
- Culturally aware, embodies brand purpose.
ASSUMPTION: Candidates should have a strong understanding of the luxury spirits market and a proven track record in brand activation and project management.
💰 Compensation & Benefits
Salary Range: £55,000 - £65,000 per annum (based on industry standards for a mid-senior level marketing role in the UK luxury spirits market)
Benefits:
- Competitive pension scheme.
- Private medical insurance.
- 25 days' holiday.
- Flexible working arrangements.
Working Hours: Full-time, Monday to Friday, 9:00 AM to 5:30 PM (with flexibility for project demands)
ASSUMPTION: Salary range is estimated based on industry standards for a mid-senior level marketing role in the UK luxury spirits market. Actual salary may vary based on experience and performance.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing, specifically luxury spirits.
Company Size: 10,001+ employees, providing a large and diverse range of opportunities for career growth and development.
Founded: Diageo was founded in 1997 through the merger of Guinness and Grand Metropolitan.
Company Description:
- Diageo is a global leader in premium drinks, with a portfolio of 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 the impact it has, aiming to maintain its position as leaders in the alcoholic beverage market.
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
- and brand owners
Company Website: diageo.com
ASSUMPTION: Diageo's large size and global presence provide ample opportunities for career progression and exposure to diverse markets and brands.
📊 Role Analysis
Career Level: Mid-Senior level, with potential for growth into senior management or specialist roles.
Reporting Structure: This role reports directly to the Luxury Marketing Manager for the region.
Work Arrangement: On-site, with flexibility for remote work during project demands.
Growth Opportunities:
- Progression into senior management roles within the marketing function.
- Specialization in luxury brand management or specific luxury brand portfolios.
- Expansion into international markets or global roles within the luxury spirits category.
ASSUMPTION: This role provides a strong foundation for a career in luxury brand marketing, with numerous opportunities for growth and development within Diageo.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space in a central business district.
Office Location(s): Manchester, United Kingdom
Geographic Context:
- Manchester is a vibrant city in the North West of England, with a rich history and a thriving cultural scene.
- The city is home to a diverse range of industries, including finance, technology, and, of course, beverage manufacturing.
- Manchester is well-connected by road, rail, and air, making it an ideal location for a regional headquarters.
Work Schedule: Full-time, Monday to Friday, 9:00 AM to 5:30 PM (with flexibility for project demands)
ASSUMPTION: Manchester provides a dynamic and engaging work environment, with a wide range of cultural and recreational opportunities.
💼 Interview & Application Insights
Typical Process:
- Online application and CV screening.
- Phone or video screening with the HR team.
- Face-to-face interview with the hiring manager and a member of the HR team.
- Final interview with senior leadership.
Key Assessment Areas:
- Cultural fit and alignment with Diageo's values.
- Brand knowledge and understanding of the luxury spirits market.
- Project management skills and ability to work effectively with cross-functional teams.
- Communication and presentation skills.
Application Tips:
- Tailor your CV and cover letter to highlight relevant experience and skills for this role.
- Demonstrate your understanding of the luxury spirits market and Diageo's brand portfolio.
- Prepare examples of successful brand activation campaigns you've worked on in the past.
- Be ready to discuss your long-term career goals and how this role fits into your plans.
ATS Keywords: Luxury hospitality, luxury spirits, brand activation, project management, relationship management, event planning, digital marketing, content creation, public speaking, cultural awareness, agency management, situational leadership, trend leadership, commercial success, customer loyalty
ASSUMPTION: Diageo's application process is designed to assess candidates' skills and cultural fit, with a focus on real-world examples and problem-solving scenarios.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
- Social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn)
- Content creation tools (e.g., Canva, Adobe Creative Suite)
- Presentation software (e.g., PowerPoint, Keynote)
ASSUMPTION: This role requires proficiency in Microsoft Office Suite, project management tools, and social media platforms. Familiarity with content creation tools and presentation software is also beneficial.
👔 Cultural Fit Considerations
Company Values:
- Our consumers are at the heart of everything we do.
- Winning with our consumers is our ultimate ambition.
- We are a performance-driven culture that expects excellence.
- Our success is built on a culture of courage and agility.
- We are a diverse community of talented, passionate people.
Work Style:
- Collaborative and inclusive, with a focus on teamwork and cross-functional collaboration.
- Results-driven, with a strong focus on delivering results and achieving targets.
- Adaptable and resilient, with the ability to thrive in a fast-paced and dynamic environment.
- Innovative and creative, with a passion for pushing boundaries and challenging the status quo.
Self-Assessment Questions:
- How do you embody Diageo's brand purpose in your daily work?
- How do you approach building and maintaining relationships with key customers and influencers in the luxury spirits market?
- How do you balance the need for commercial success with a commitment to responsible drinking and sustainability?
ASSUMPTION: Diageo's culture is characterized by a strong focus on consumer-centricity, performance, and innovation. Candidates should be able to demonstrate a strong fit with these values and work style preferences.
⚠️ Potential Challenges
- The luxury spirits market is highly competitive, with a constant need to innovate and adapt to changing consumer preferences.
- Balancing the need for commercial success with a commitment to responsible drinking and sustainability can be challenging.
- The role requires strong project management skills and the ability to work effectively with cross-functional teams, which can be demanding at times.
- The on-site work arrangement may require flexibility and adaptability to changing project demands.
ASSUMPTION: These challenges are inherent to the luxury spirits market and the nature of the role. Candidates should be prepared to face these challenges and have strategies in place to overcome them.
📈 Similar Roles Comparison
- This role is similar to a Luxury Brand Manager or a Senior Brand Manager with a focus on luxury spirits.
- However, this role places a stronger emphasis on customer and culture marketing, with a focus on building and maintaining relationships with key customers and influencers.
- Career progression in this role may lead to senior management or specialist roles within the luxury spirits category, rather than a broader marketing or brand management role.
ASSUMPTION: This role is unique in its focus on customer and culture marketing within the luxury spirits category, providing a distinct career path for candidates with relevant experience and skills.
📝 Sample Projects
- Developing and executing a luxury brand activation campaign for a key customer or influencer in the region.
- Creating and implementing a regional culture strategy that positions luxury brands in relevant cultural moments.
- Designing and delivering an aspirational brand experience for a key customer or outlet, driving customer loyalty and advocacy.
ASSUMPTION: These sample projects are designed to give candidates an idea of the types of initiatives they may work on in this role, highlighting the importance of creativity, innovation, and strategic thinking.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader marketing strategy for Diageo's luxury spirits portfolio?
- What are the key priorities for this role in the first 90 days?
- How does Diageo support the professional development and growth of its employees?
- What are the key challenges facing the luxury spirits market, and how is Diageo addressing them?
- How does Diageo balance the need for commercial success with a commitment to responsible drinking and sustainability?
ASSUMPTION: These questions are designed to help candidates better understand the role, the company, and the broader luxury spirits market, enabling them to make an informed decision about their application.
📌 Next Steps for Applicants
To apply for this position:
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
