📌 Core Information
🔹 Job Title: Head of Customer Marketing, China
🔹 Company: Diageo
🔹 Location: Shanghai, China
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: April 22, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and leading the Customer Marketing team to drive portfolio strategy and enhance brand activation.
- Collaborating with various teams and customers to ensure effective trade investment strategies.
- Building and nurturing talent within the team to drive capability development.
- Working in a complex, matrix organization, managing challenges across regions.
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to work effectively in a matrix organization.
📋 Key Responsibilities
✅ Lead the Customer Marketing team and brand activation team to drive portfolio strategy with strong product insight and channel/platform differentiation.
✅ Develop overall Diageo B2B2C Channel content strategy in accordance with Diageo business agenda and brand strategy, drive content adaptation and asset development in both online and offline.
✅ Develop strategy and annual plan for Diageo Brand Activation in main platforms.
✅ Set full year trade investment strategy and shopper strategy for B2B2C with strong expertise, Lead team and collaborate with platforms/customers to drive onsite media strategy, investment, and efficiency with shopper insights.
✅ Collaborate closely with customers, brand activation team and marketing team.
✅ Lead team development and capability building.
ASSUMPTION: This role requires a strong understanding of B2B2C and B2C business models, portfolio and campaign planning, and breakthrough customer marketing activities and strategies.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field.
Experience: Proven experience in consumer or category marketing, with a touch of luxury flair desired.
Required Skills:
- Strong consumer or category marketing & activation capabilities.
- Masterful skills at identifying key wins/opportunities and driving alignment with internal and external parties.
- An energetic character and nurturing leader, who is keen to explore new ideas and can inspire the team to achieve beyond.
- Strong presentation and communication command.
- Leadership experience to lead diversified team for capability development with strong coaching skill.
- An individual with timely responsible nature and ability to work in a matrix organization, managing complexity and challenges across regions.
- MS Office tools, especially Excel.
- Domestic travel required.
- English proficiency is must; Mandarin Chinese level can be evaluated subject to work visa situation.
Preferred Skills:
- Experience working in the luxury or premium beverage industry.
- Familiarity with Diageo's portfolio of brands.
ASSUMPTION: This role requires a strong understanding of the luxury market and the ability to work effectively in a global organization.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a similar role in Shanghai, the estimated salary range for this position is CNY 500,000 - 700,000 per year. This estimate is subject to the candidate's experience and qualifications.
Benefits:
- Competitive benefits package.
- Opportunities for professional development and growth.
- Global career opportunities within Diageo.
Working Hours: Full-time position with standard working hours Monday to Friday, 9:00 AM to 6:00 PM. Occasional overtime may be required.
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Diageo is a global leader in premium drinks, with a portfolio of over 200 brands sold in 180 countries. They operate in the beverage manufacturing industry, with a focus on premium and luxury brands.
Company Size: Diageo is a large company with over 30,000 employees based in over 135 countries. This size provides opportunities for career growth and development within the organization.
Founded: Diageo was founded in 1826 and has a rich history in the beverage industry. The company has grown through strategic acquisitions and organic growth to become a global leader in its field.
Company Description:
- Diageo is a global leader in premium drinks, with a portfolio of over 200 brands sold in 180 countries.
- The company has a strong commitment to sustainability and responsible drinking.
- Diageo's culture is built on a foundation of innovation, collaboration, and a passion for its brands.
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 large size and global presence provide opportunities for career growth and development within the organization. The company's commitment to sustainability and responsible drinking demonstrates its commitment to its employees and the communities in which it operates.
📊 Role Analysis
Career Level: This role is at the senior management level, reporting directly to the Global Customer Marketing Director.
Reporting Structure: The role will lead the Customer Marketing team and brand activation team, with a matrix reporting structure to various functions within Diageo.
Work Arrangement: This is an on-site role based in Shanghai, China, with occasional domestic travel required.
Growth Opportunities:
- Potential for career progression within Diageo's global organization.
- Opportunities to work on high-profile brands and campaigns.
- Chance to develop leadership and management skills through team development and capability building.
ASSUMPTION: This role provides significant opportunities for career growth and development within Diageo's global organization.
🌍 Location & Work Environment
Office Type: Diageo's Shanghai office is a modern, collaborative workspace with a focus on employee well-being and productivity.
Office Location(s): Lakeside Drive, Park Royal, London, NW10 7HQ, GB; 162 Blues Point Rd, Sydney, NSW 2060, AU; 24440 W 143rd St, Plainfield, IL 60544, US; Banbeath Place, Leven, Scotland KY8 5HD, GB; 396 Alhambra Circle, Coral Gables, FL 33134, US; 134 Peter St, Toronto, ON M5V 2H2, CA; Avenida de la Victoria, 32, Madrid, Community of Madrid 28023, ES; 333 W Wacker Dr, Chicago, IL 60606, US; Molenwerf 12, Amsterdam, North Holland 1014 AG, NL; 99 Borron Street, Glasgow, Scotland G4 9, GB; 530 5th Ave, New York, NY 10036, US; Avenida Ejercito Nacional, Miguel Hidalgo, CDMX 11520, MX
Geographic Context:
- Shanghai is a major commercial hub and the largest city in China, with a population of over 24 million people.
- The city is known for its vibrant culture, rich history, and modern infrastructure.
- Shanghai is a global financial center and a major hub for the beverage industry in Asia.
Work Schedule: Standard working hours Monday to Friday, 9:00 AM to 6:00 PM. Occasional overtime may be required.
ASSUMPTION: Shanghai's status as a major commercial hub and global financial center provides a dynamic and challenging work environment for this role.
💼 Interview & Application Insights
Typical Process:
- Online application submission through Diageo's careers portal.
- Phone or video screening with the HR team.
- In-depth interviews with the hiring manager and other key stakeholders.
- Final round interviews with senior leadership.
- Background check and offer extension.
Key Assessment Areas:
- Strategic thinking and problem-solving skills.
- Leadership and team management capabilities.
- Communication and presentation skills.
- Industry knowledge and understanding of Diageo's portfolio of brands.
- Cultural fit with Diageo's values and work environment.
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Demonstrate your understanding of Diageo's business and the luxury beverage industry.
- Prepare for behavioral and situational interview questions that focus on your leadership and problem-solving skills.
- Be ready to discuss your long-term career goals and how this role fits into your career development plan.
ATS Keywords: Customer Marketing, B2B2C, Brand Activation, Strategic Planning, Team Leadership, Communication, Presentation Skills, Talent Development, Consumer Insights, Trade Investment Strategy, Content Strategy, Collaboration, Coaching Skills, Complexity Management, Excel Proficiency, Mandarin Chinese
ASSUMPTION: Diageo's recruitment process is designed to assess candidates' strategic thinking, leadership, and cultural fit with the organization.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Customer Relationship Management (CRM) software
- Marketing automation tools (e.g., Marketo, HubSpot)
- Project management tools (e.g., Asana, Trello)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
ASSUMPTION: This role requires proficiency in Microsoft Office Suite and familiarity with marketing automation and data analysis tools.
👔 Cultural Fit Considerations
Company Values:
- Our People: We are a diverse community of talented, passionate people with a shared purpose to deliver performance with pride.
- Our Brands: Our iconic brands are the engine of our success. We invest in our brands and people to deliver lasting results.
- Our Performance: We are relentless in our pursuit of outstanding results and will never compromise on quality.
- Our Winning Behaviors: Our winning behaviors – brave, accountable, inclusive team player – guide how we work and collaborate with each other.
Work Style:
- Collaborative and inclusive work environment.
- Focus on delivering results and driving growth.
- Openness to new ideas and continuous learning.
- Strong commitment to sustainability and responsible drinking.
Self-Assessment Questions:
- How do you align with Diageo's company values and winning behaviors?
- What relevant experience do you have working in a matrix organization, and how have you managed complexity and challenges across regions?
- How do you approach developing and nurturing talent within your team to drive capability building?
ASSUMPTION: Diageo's culture is built on a foundation of innovation, collaboration, and a passion for its brands. The company values and winning behaviors guide how employees work and collaborate with each other.
⚠️ Potential Challenges
- Managing a diverse team with varying levels of experience and expertise.
- Working in a complex, matrix organization with multiple stakeholders.
- Balancing the demands of global brand strategy with local market requirements.
- Managing the challenges of working in a fast-paced, dynamic industry.
- Adapting to changes in the market and consumer behavior.
ASSUMPTION: This role presents unique challenges and opportunities for growth and development within Diageo's global organization.
📈 Similar Roles Comparison
- This role is similar to a Senior Marketing Manager or Director of Customer Marketing in a global organization.
- However, this role is unique in its focus on the B2B2C channel and the luxury beverage industry.
- Career progression in this role could lead to global marketing leadership positions within Diageo.
ASSUMPTION: This role offers a unique opportunity to work in the luxury beverage industry and drive brand activation and customer marketing strategies for a global organization.
📝 Sample Projects
- Developing a comprehensive content strategy for Diageo's B2B2C channel, including visual merchandising and short video assets.
- Collaborating with customers and platforms to drive onsite media strategy, investment, and efficiency with shopper insights.
- Leading a team to execute a high-profile brand activation campaign, driving measurable results and enhancing brand perception.
ASSUMPTION: These sample projects demonstrate the strategic and leadership aspects of this role, as well as the opportunity to work on high-profile campaigns and drive measurable results.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 90 days?
- How does this role fit into Diageo's global marketing strategy?
- What are the most significant challenges facing the Customer Marketing team, and how can this role address them?
- What opportunities are there for career growth and development within Diageo's global organization?
- How does Diageo support work-life balance for its employees?
ASSUMPTION: These key questions will help you understand the role's priorities, challenges, and growth opportunities, as well as Diageo's commitment to employee well-being and career development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the following link:
