📌 Core Information
🔹 Job Title: Head of Customer Marketing
🔹 Company: Diageo
🔹 Location: Hamburg, Germany
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: August 8, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading a team of over 20 people to drive long-term category growth strategies
- Orchestrating annual activation calendars across all brands and customer touchpoints
- Developing shopper understanding and insight to create timebound activities and assets
- Managing channel and customer activity investment planning and tracking
- Building strong relationships with senior partners across various levels
ASSUMPTION: This role requires a high level of strategic thinking, team leadership, and stakeholder management to successfully execute long-term category growth strategies and drive customer marketing initiatives.
📋 Key Responsibilities
✅ Lead and develop a team of over 20 people to execute long-term category growth strategies
✅ Lead the planning and vision for long-term category growth strategy execution across the business
✅ Orchestrate and deliver the annual activation calendar across all our brands and customer touchpoints
✅ Lead the team responsible for unlocking shopper understanding & insight to create timebound activities/assets aligned to the category growth strategy, trade strategy, and brand positioning.
✅ Own the channel & customer activity and investment planning, tracking the market’s adherence to the plan, recommending course corrective measures to ensure delivery of the plans.
✅ Lead the sales force briefing of the commercial calendar ensuring the team is fully equipped to win with the provision and selling tools and assets in line with customer activation timings.
✅ Orchestrate with Marketing and Category Development the key sales fundamental drivers and execution standards to be driven in the market across channels and customers.
✅ Build plans to support the customers to prioritize Diageo brands
✅ Together with your team develop and deliver the Triple Win with clear customer propositions which can be used to unlock customer/category/channel growth.
✅ Guarantee continuous improvement and data-driven systems and processes in place to keep developing a sustainable and insightful business.
✅ Set bold activation and execution critical metrics across activities, oversee delivery, and lead course correction and recommend new ways of working to constantly improve.
ASSUMPTION: This role involves a high degree of cross-functional collaboration, requiring strong communication and project management skills to ensure successful execution of customer marketing initiatives.
🎯 Required Qualifications
Education: Not specified
Experience: 10+ years of relevant customer marketing, brand, and commercial experience
Required Skills:
- Fluency in German and English
- Exceptional relationship-building skills
- Able to excel in ambiguity, complexity, and fast-paced environments
- Strong end-to-end commercial FMCG understanding
- Proven ability to build and maintain genuine relationships based on mutual trust & respect
- Deep personal accountability for great performance
- Strong people management skills
Preferred Skills:
- Experience in the beverage or spirits industry
- Knowledge of Diageo's brand portfolio
ASSUMPTION: Given the role's focus on customer marketing and brand management, candidates with a strong background in these areas and relevant industry experience will be most competitive.
💰 Compensation & Benefits
Salary Range: €80,000 - €120,000 per year (Based on industry standards for a Head of Customer Marketing role in Germany)
Benefits:
- Competitive salary
- Bonus
- Industry-leading parental leave policy
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range is estimated based on market research and industry standards for a Head of Customer Marketing role in Germany. Actual salary may vary based on candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing
Company Size: 10,001+ employees (Enterprise)
Founded: Not specified
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 includes spirits and beer brands, with a focus on premium and luxury products
- Diageo is committed to sustainable business practices and responsible drinking initiatives
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 extensive brand portfolio and global presence provide ample opportunities for career growth and development within the company.
📊 Role Analysis
Career Level: Senior Management
Reporting Structure: This role reports directly to the Commercial Director and leads a team of over 20 people
Work Arrangement: On-site, full-time (40 hours per week)
Growth Opportunities:
- Potential to grow into a global role within the customer marketing function
- Opportunities to work on high-profile brands and projects
- possibility to gain experience in various aspects of customer marketing, brand management, and commercial strategy
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to work on high-profile brands and gain experience in various aspects of customer marketing and brand management.
🌍 Location & Work Environment
Office Type: On-site, corporate office
Office Location(s): Hamburg, Germany
Geographic Context:
- Hamburg is the second-largest city in Germany and an important economic hub
- The city is known for its vibrant cultural scene, historic architecture, and port
- Hamburg is home to several multinational corporations and offers ample job opportunities
Work Schedule: Full-time (40 hours per week), with flexibility for remote work as needed
ASSUMPTION: Hamburg's vibrant cultural scene and economic opportunities make it an attractive location for professionals seeking a dynamic work environment.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening
- On-site or virtual interview with the hiring manager
- Final round interview with senior leadership
- Background check and offer extension
Key Assessment Areas:
- Customer marketing and brand management expertise
- Strategic thinking and planning skills
- Leadership and team management abilities
- Relationship-building and stakeholder management skills
- Industry knowledge and understanding of Diageo's brand portfolio
Application Tips:
- Tailor your resume and cover letter to highlight relevant customer marketing and brand management experience
- Demonstrate your understanding of Diageo's brand portfolio and the beverage industry
- Prepare examples of your strategic planning and execution skills in customer marketing initiatives
- Showcase your leadership and team management abilities through specific examples
ATS Keywords: Customer Marketing, Brand Management, Commercial Strategy, Team Leadership, Relationship Building, FMCG Understanding, Data Analysis, Sales Force Briefing, Activation Planning, Category Growth, Insight Development, Performance Management, Process Improvement, Customer Propositions, Market Tracking, Execution Standards
ASSUMPTION: Diageo's application process is competitive, and candidates should tailor their application materials to demonstrate their fit for the role and the company's values.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Customer Relationship Management (CRM) software (e.g., Salesforce, SAP CRM)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello)
- Marketing automation and email marketing platforms (e.g., Mailchimp, HubSpot)
ASSUMPTION: The required tools and technologies for this role may vary depending on the specific team and project needs.
👔 Cultural Fit Considerations
Company Values:
- Celebrate life, every day, everywhere
- Win together, win for all
- Inclusion, diversity, and belonging
- Integrity and accountability
- Quality and excellence
Work Style:
- Collaborative and team-oriented
- Fast-paced and entrepreneurial
- Matrixed and cross-functional
- Data-driven and analytical
- Focused on continuous improvement
Self-Assessment Questions:
- How do you align with Diageo's value of 'Celebrate life, every day, everywhere' in your personal and professional life?
- Describe a time when you successfully managed a complex, cross-functional project in a fast-paced environment. How did you ensure the team stayed focused and motivated?
- How do you approach building and maintaining genuine relationships with senior partners at all levels?
ASSUMPTION: Diageo's company culture emphasizes collaboration, diversity, and inclusion, with a focus on celebrating life and winning together. Candidates should demonstrate strong alignment with these values and work styles.
⚠️ Potential Challenges
- Managing a large team with diverse skills and backgrounds
- Balancing long-term strategic planning with short-term execution demands
- Navigating a complex, matrixed organization with multiple stakeholders
- Adapting to a fast-paced, entrepreneurial work environment
- Working with ambiguity and complexity in a dynamic market
ASSUMPTION: This role presents unique challenges that require strong leadership, strategic thinking, and adaptability to succeed.
📈 Similar Roles Comparison
- Compared to other Head of Customer Marketing roles, this position offers a broader scope of responsibilities and a larger team to lead
- Diageo's extensive brand portfolio and global presence provide more opportunities for growth and development than smaller companies
- This role may require more frequent travel than similar positions in smaller organizations
ASSUMPTION: Candidates should consider the unique aspects of this role and how their skills and experiences align with the specific demands of the position.
📝 Sample Projects
- Developing and executing a comprehensive customer marketing strategy for a new product launch
- Conducting market research and analysis to identify customer needs and preferences
- Creating and implementing a customer loyalty program to drive repeat purchases and brand advocacy
- Managing a team to deliver a successful customer activation campaign across multiple channels and touchpoints
ASSUMPTION: These sample projects illustrate the diverse range of responsibilities and initiatives that a Head of Customer Marketing might undertake in this role.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the customer marketing function?
- How does this role collaborate with other departments, such as brand management and sales?
- What are the key priorities for the first 90 days in this role?
- How does Diageo support the professional development and growth of its employees?
- What are the most significant challenges facing the customer marketing function, and how can this role address them?
ASSUMPTION: Asking these questions demonstrates your interest in the role and provides valuable insights into the work environment and expectations.
📌 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 customer marketing and brand management experience
- Prepare examples of your strategic planning and execution skills in customer marketing initiatives
- Showcase your leadership and team management abilities through specific examples
- Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
