📌 Core Information
🔹 Job Title: Senior Brand Manager Aperitif
🔹 Company: Diageo
🔹 Location: Milan
🔹 Job Type: Full-Time
🔹 Category: Beverage Manufacturing
🔹 Date Posted: 2025-07-10
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Driving long-term brand strategy and brand plans based on consumer, customer, and shopper insights
- Leading cross-agency teams and fostering new partnerships in developing the brand’s communication approach and execution in an omnichannel environment
- Building brand equity and driving recruitment/re-recruitment, scale, fame, and physical availability
- Working with global brand teams, multiple agencies, cross-functional teams, and partners to deliver on brand objectives
- Managing the brand’s shadow P&L and pricing/promo strategy
- Thriving in a fast-paced, entrepreneurial, and matrixed environment
ASSUMPTION: This role requires a strong understanding of the Italian landscape, consumer media, and culture. The ideal candidate will have experience working across multiple countries/geographies and be comfortable dealing with ambiguity and complexity.
📋 Key Responsibilities
✅ Drive and project manage the creation of long-term brand strategy and brand plans based on consumer, customer, and shopper insight
✅ Lead cross-agency teams and foster new partnerships in developing the brand’s communication approach and execution in an omnichannel environment (on, off & 3rd space)
✅ Find, own, and build the role the brand plays in culture, working collaboratively with members of the Culture & Entertainment function
✅ Shape the brand to thrive in a digital environment, develop long-term digital strategy & social media plans
✅ Own the shadow P&L for the brands across the market, understand and respond to the drivers of brand performance, and work in partnership with commercial teams to deliver the annual operating plan
✅ Understand and manage pricing & promo strategy, margin mix, and volume drivers
✅ Translate strategies into brilliantly executed plans that consistently beat the competition and gain share
ASSUMPTION: The role requires a strong commercial and numerical acumen with attention to detail and the ability to balance analysis and execution while adjusting thinking in the face of new information.
🎯 Required Qualifications
Education: Not specified
Experience: 6+ years of relevant marketing experience with a strong understanding of the Italian landscape (consumer media, culture)
Required Skills:
- Brand strategy and brand planning
- Project management
- Consumer, customer, and shopper insights
- Cross-agency team leadership and stakeholder management
- Digital strategy and social media planning
- Pricing and promo strategy
- Commercial acumen
- Marketing growth drivers
- Cross-agency collaboration
- Cultural relevance
- Execution excellence
- Analytical skills
- Creativity
- Relationship building
- Adaptability
Preferred Skills:
- Experience working across multiple countries/geographies
ASSUMPTION: The role requires a holistic skill set across various marketing growth drivers and a track record of delivering transformational business results.
💰 Compensation & Benefits
Salary Range: €70,000 - €90,000 per year (industry standard for a senior brand manager role in Milan)
Benefits:
- Competitive salary
- Bonus
- Parental leave policy
Working Hours: Full-time (40 hours/week)
ASSUMPTION: The salary range is an estimate based on industry standards for a senior brand manager role in Milan. The actual salary may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing
Company Size: 10,001+ employees
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 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
- Premium Wines and Spirits Supplier
- Luxury
- Super premium
- Beer
- Consumer goods
- E-commerce
- beverages
- spirits
- FMCG
- and brand owners
Company Website: http://diageo.com
ASSUMPTION: Diageo is a large, global company with a diverse portfolio of brands and a strong focus on marketing and innovation. The company's size and global presence offer significant opportunities for career growth and development.
📊 Role Analysis
Career Level: Senior
Reporting Structure: The role reports directly to the Marketing Director or a similar position within the organization
Work Arrangement: On-site, with the possibility of occasional remote work for specific tasks or projects
Growth Opportunities:
- Potential to take on new or unfamiliar tasks and ways of working
- Opportunity to work on high-profile projects and collaborate with global brand teams
- Possibility to progress to a more senior role within the marketing function or take on additional responsibilities
ASSUMPTION: The role offers significant growth opportunities for the right candidate, with the potential to take on new challenges and advance their career within the marketing function.
🌍 Location & Work Environment
Office Type: Corporate headquarters
Office Location(s): Milan
Geographic Context:
- Milan is the second-largest city in Italy and the capital of the Lombardy region
- The city is a major economic, financial, and cultural hub in Europe
- Milan is home to numerous multinational corporations and offers ample opportunities for career growth and development
Work Schedule: Full-time (40 hours/week), with the possibility of occasional remote work for specific tasks or projects
ASSUMPTION: Milan offers a dynamic and vibrant work environment, with numerous opportunities for professional growth and development. The city's cultural and economic significance makes it an attractive location for a senior brand manager role.
💼 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:
- Marketing and brand management skills
- Strategic thinking and planning
- Cross-agency team leadership and collaboration
- Cultural relevance and understanding of the Italian landscape
- Commercial acumen and analytical skills
- Adaptability and resilience in a fast-paced environment
Application Tips:
- Tailor your resume and cover letter to highlight relevant marketing and brand management experience, as well as any experience working in Italy or with Italian consumers
- Be prepared to discuss your understanding of the Italian market and consumer trends
- Demonstrate your ability to lead cross-functional teams and collaborate with multiple agencies
- Showcase your strategic thinking and problem-solving skills
- Prepare for behavioral interview questions that assess your adaptability, resilience, and cultural fit
ATS Keywords: Brand strategy, brand planning, consumer insights, cross-agency team leadership, digital strategy, social media planning, pricing and promo strategy, commercial acumen, marketing growth drivers, cross-agency collaboration, cultural relevance, execution excellence, analytical skills, creativity, relationship building, adaptability
ASSUMPTION: The interview process will focus on assessing the candidate's marketing and brand management skills, as well as their cultural fit and adaptability in a fast-paced, entrepreneurial environment.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, Jira)
- Marketing automation platforms (e.g., Marketo, HubSpot)
- Social media management tools (e.g., Hootsuite, Buffer)
- Data analysis tools (e.g., Google Analytics, Tableau)
- CRM software (e.g., Salesforce, HubSpot CRM)
ASSUMPTION: The role may require the use of various marketing, project management, and data analysis tools, depending on the specific needs of the brand and the organization.
👔 Cultural Fit Considerations
Company Values:
- Celebrate life, every day, everywhere
- Win together
- Shape the future
- Inspire through purpose
- Invest in talent
Work Style:
- Collaborative and cross-functional teamwork
- Agile and adaptable in a fast-paced environment
- Focus on execution excellence and delivering results
- Strategic thinking and problem-solving
- Cultural relevance and understanding of the Italian landscape
Self-Assessment Questions:
- How do you align with Diageo's company values, particularly "Celebrate life, every day, everywhere"?
- How do you approach working in a fast-paced, entrepreneurial environment, and how do you ensure execution excellence?
- How do you demonstrate cultural relevance and understanding of the Italian landscape in your marketing strategies?
ASSUMPTION: Diageo values candidates who are passionate about their brands, collaborative, and adaptable in a fast-paced environment. The company seeks individuals who can celebrate life, every day, everywhere, and inspire through purpose.
⚠️ Potential Challenges
- Managing multiple agencies and stakeholders in a complex, matrixed environment
- Balancing analysis and execution while adjusting thinking in the face of new information
- Dealing with ambiguity and complexity in a fast-paced, entrepreneurial environment
- Working across multiple countries/geographies and managing time zones
- Managing a shadow P&L and pricing/promo strategy for the brand
ASSUMPTION: The role presents several challenges, including managing multiple stakeholders, balancing analysis and execution, and working in a fast-paced, entrepreneurial environment. The ideal candidate will be adaptable, resilient, and comfortable dealing with ambiguity and complexity.
📈 Similar Roles Comparison
- This role differs from related positions in its focus on the aperitif category and the requirement to work across multiple brands within that category
- The role requires a strong understanding of the Italian landscape and consumer media, as well as experience working across multiple countries/geographies
- The career path for this role may involve progression to a more senior role within the marketing function or taking on additional responsibilities
ASSUMPTION: This role is unique in its focus on the aperitif category and the requirement to work across multiple brands within that category. The ideal candidate will have experience working across multiple countries/geographies and be comfortable dealing with ambiguity and complexity.
📝 Sample Projects
- Developing a comprehensive brand strategy and brand plan for an aperitif brand, based on consumer, customer, and shopper insights
- Leading a cross-agency team to create a successful marketing campaign for an aperitif brand, driving recruitment/re-recruitment, scale, fame, and physical availability
- Managing the brand's shadow P&L and pricing/promo strategy, ensuring the brand delivers on its annual operating plan
ASSUMPTION: The role may involve working on various projects, including brand strategy development, marketing campaign execution, and shadow P&L management. The ideal candidate will have experience in these areas and be comfortable working on multiple projects simultaneously.
❓ Key Questions to Ask During Interview
- Can you describe the company's approach to brand management and marketing within the aperitif category?
- How does the company support the growth and development of its brand managers?
- What are the key priorities for this role in the first 90 days?
- How does the company measure the success of its brand managers, and what are the key performance indicators (KPIs) for this role?
- What is the company's approach to cross-agency collaboration and stakeholder management?
- How does the company support its employees' work-life balance, especially for those working in a fast-paced, entrepreneurial environment?
ASSUMPTION: Asking these questions will help you better understand the role, the company's culture, and the expectations for the brand manager position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the link
- Tailor your resume and cover letter to highlight your relevant marketing and brand management experience, as well as any experience working in Italy or with Italian consumers
- Prepare for behavioral interview questions that assess your adaptability, resilience, and cultural fit
- Research Diageo's company values and be prepared to discuss how you align with them
- Follow up with the hiring manager one week after submitting your application, inquiring about the status of your application and expressing your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
