- Job Title: Marketing Category Director, Whiskey
- Company: Diageo
- Location: Istanbul, Turkey (MeyDiageo Istanbul Head Office)
- Job Type: Full-Time, On-Site
- Category: Marketing
- Date Posted: April 22, 2025
- Experience Level: 10+ years
🚀 Job Overview
Key aspects of this role include:
- Developing and driving long-term brand strategies for whiskey brands based on consumer insights.
- Leading cross-agency teams to create and execute brand communication strategies in an omnichannel environment.
- Managing the full P&L for brands, ensuring annual operating plan targets are met or exceeded.
- Building and maintaining relationships with global brand teams and commercial teams.
- Coaching and advising team members to excel in brand activities.
*ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to thrive in a fast-paced, matrixed environment.*
📋 Key Responsibilities
✅ Brand Strategy & Planning:
- Create and drive long-term brand strategies based on consumer, customer, and shopper insights.
- Develop brand plans that consistently beat the competition and gain share.
✅ Cross-Agency Team Leadership:
- Lead cross-agency teams and champion new partnerships in developing brand communication approaches and executions.
- Collaborate with external agencies to deliver impeccably high standards.
✅ Brand Innovation & Culture:
- Own and build the role the brand plays in culture, driving innovation elements such as product launches and new-to-world activities.
- Shape the brand to thrive in a digital environment and lead the communication strategy.
✅ P&L Management & Commercial Strategy:
- Be responsible for the full P&L for brands across the market, understanding and responding to drivers of brand performance.
- Co-manage pricing & promo strategy, margin mix, and volume drivers for all brands with RGM.
*ASSUMPTION: This role requires strong analytical skills, commercial acumen, and the ability to make data-driven decisions.*
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Business, or a related field. An MBA would be an asset.
- Experience: 10-12 years of relevant marketing experience, with a proven track record in building strategic plans that have influenced a major market.
- Required Skills:
- Proven leadership and team management skills.
- Strong commercial acumen and numerical competence.
- Holistic abilities across all marketing pillars, with a track record of leading adventurous business results.
- Excellent communication, presentation, and influencing skills.
- Strong analytical and problem-solving skills.
- Ability to excel in ambiguity, complexity, and fast-paced environments.
- Deep understanding of FMCG and consumer behavior.
- Fluency in English; proficiency in Turkish is a plus.
- Preferred Skills:
- Experience working with global brand teams.
- Knowledge of the spirits industry.
- Experience working in a matrixed organization.
*ASSUMPTION: Candidates should have a strong understanding of marketing fundamentals, with a focus on strategic planning, brand management, and commercial acumen.*
💰 Compensation & Benefits
- Salary Range: €60,000 - €80,000 per year (based on industry standards for a Marketing Category Director role in Istanbul, Turkey)
- Benefits:
- Competitive benefits package, including health insurance and retirement plans.
- Flexible working arrangements, with a focus on work-life balance.
- Opportunities for professional development and career growth.
- Working Hours: Full-time, 40 hours per week. Flexible working hours may be available.
*ASSUMPTION: The salary range is an estimate based on market research and may vary depending on the candidate's experience and qualifications.*
📌 Applicant Insights
🔍 Company Context
- Industry: Beverage Manufacturing, specifically premium drinks and spirits.
- Company Size: 10,001+ employees (global), with a significant presence in Turkey.
- 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 is committed to raising the bar in the alcoholic beverage market, investing in the future, and being mindful of its impact on people and the planet.
- Company Specialties: Premium drinks, marketing, innovation, supply chain, HR, sales, brand management, and more.
📊 Role Analysis
- Career Level: This role is a senior-level position, reporting directly to the Marketing Director for Turkey.
- Reporting Structure: The Marketing Category Director will lead a team of marketing professionals and collaborate with cross-functional teams, including commercial, supply, and HR.
- Work Arrangement: This role is on-site, with the possibility of hybrid work arrangements based on business needs and team dynamics.
- Growth Opportunities: There are opportunities for career progression within Diageo's global marketing organization, with potential roles in global brand teams or other regional marketing leadership positions.
*ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to work on global brands and gain international experience.*
🌍 Location & Work Environment
- Office Type: Modern, collaborative office space with state-of-the-art facilities.
- Office Location(s): MeyDiageo Istanbul Head Office, with potential for remote work or hybrid arrangements.
- Geographic Context: Istanbul, Turkey's largest city, offers a unique blend of history, culture, and modernity. The office is located in the vibrant business district of Levent, with easy access to public transportation and amenities.
- Work Schedule: Full-time, with flexible working hours and a focus on results-driven productivity.
*ASSUMPTION: The work environment is dynamic, collaborative, and fast-paced, with a strong emphasis on teamwork and cross-functional collaboration.*
💼 Interview & Application Insights
- Typical Process: 1. Online application submission. 2. Phone or video screen. 3. In-person or video interview with the hiring manager. 4. Final interview with the marketing director or another senior leader.
- Key Assessment Areas: Strategic thinking, leadership skills, commercial acumen, cultural fit, and language proficiency (English and Turkish).
- Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills.
- Prepare examples of your strategic planning, brand management, and commercial acumen.
- Research Diageo's brand portfolio and understand the competitive landscape in the spirits industry.
*ASSUMPTION: The interview process is designed to assess the candidate's strategic thinking, leadership skills, and cultural fit within Diageo's marketing organization.*
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Marketing automation and analytics tools (e.g., Google Analytics, Adobe Marketing Cloud)
- Project management tools (e.g., Asana, Trello)
- Collaboration platforms (e.g., Microsoft Teams, Slack)
*ASSUMPTION: The tools and technologies required for this role are standard for marketing professionals, with a focus on data-driven decision-making and collaboration.*
👔 Cultural Fit Considerations
- Company Values: Diageo's values include courage, passion, and partnership. The company seeks candidates who embody these values and are committed to raising the bar in the alcoholic beverage market.
- Work Style: Diageo's work style is collaborative, innovative, and data-driven. The company encourages a culture of continuous learning and improvement, with a strong focus on diversity, equity, and inclusion.
- Self-Assessment Questions:
- How do you embody Diageo's values in your work?
- How do you approach strategic planning and brand management in a fast-paced, matrixed environment?
- How do you balance data-driven decision-making with creative, innovative thinking?
*ASSUMPTION: Diageo's culture is dynamic, collaborative, and focused on raising the bar in the alcoholic beverage market. Candidates should be comfortable working in a fast-paced, innovative environment and be committed to continuous learning and improvement.*
⚠️ Potential Challenges
- Managing a complex, matrixed organization with multiple stakeholders.
- Balancing short-term commercial priorities with long-term brand building.
- Navigating a competitive and evolving market landscape.
- Adapting to a dynamic work environment with changing priorities and deadlines.
*ASSUMPTION: These challenges are inherent in a senior marketing role within a global organization, and successful candidates will be able to thrive in this dynamic environment.*
📈 Similar Roles Comparison
- Marketing Manager, Whiskey: This role focuses on managing a specific brand or product line, with a narrower scope of responsibilities compared to the Marketing Category Director role.
- Global Brand Director, Whiskey: This role has a broader scope, focusing on global brand strategy and management, with less emphasis on local market execution and commercial management.
- Regional Marketing Director, Whiskey: This role has a broader geographic scope, managing marketing activities across multiple countries or regions, with a focus on regional strategy and coordination.
*ASSUMPTION: The Marketing Category Director role offers a unique blend of strategic, commercial, and operational responsibilities, with a focus on driving brand performance in a specific market.*
📝 Sample Projects
- Developing a comprehensive brand strategy and communication plan for a new whiskey product launch.
- Conducting a competitive landscape analysis and identifying opportunities for brand differentiation and growth.
- Leading a cross-functional team to execute a successful brand activation campaign, driving consumer engagement and sales.
*ASSUMPTION: These sample projects are designed to illustrate the strategic, creative, and operational aspects of the Marketing Category Director role.*
❓ Key Questions to Ask During Interview
- How does this role fit into Diageo's global marketing organization, and what are the opportunities for growth and development?
- What are the key priorities for this role in the first 90 days, and how will success be measured?
- How does Diageo support the professional development and career growth of its marketing team members?
- What are the key challenges facing the whiskey category in the Turkish market, and how can this role drive brand performance and market share?
- How does Diageo foster a culture of innovation and continuous learning within its marketing organization?
*ASSUMPTION: These questions are designed to provide insight into the role's context, priorities, and opportunities for growth and development.*
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the [Diageo Careers portal](https://diageo.wd3.myworkdayjobs.com/Diageo_Careers/job/Istanbul-Turkey/Marketing-Category-Director--Whiskey_JR1112203-1).
- Tailor your resume and cover letter to highlight your relevant experience and skills, with a focus on strategic planning, brand management, and commercial acumen.
- Prepare examples of your strategic planning, brand management, and commercial acumen to discuss during the interview process.
- Research Diageo's brand portfolio and understand the competitive landscape in the spirits industry.
- 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.
