Sr Brand Manager, Scotch

📌 Core Information

🔹 Job Title: Senior Brand Manager, Diageo Canada - Scotch

🔹 Company: Diageo

🔹 Location: Downtown Toronto

🔹 Job Type: On-site

🔹 Category: Marketing

🔹 Date Posted: July 16, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading a portfolio of world-class brands in Canada to exceed business goals
• Delivering industry-defining marketing and recruiting the next generation of consumers
• Building brands that transcend the category and drive sustainable, profitable growth
• Collaborating with cross-functional teams and global partners to bring new formats and platforms to life
• Fostering a culture of innovation, experimentation, and consumer understanding

ASSUMPTION: This role requires a senior brand leader who is curious, commercially sharp, creatively brave, and strategically grounded. They should be able to challenge the status quo, make ideas happen, and stay optimistic in the face of ambiguity or change.

📋 Key Responsibilities

✅ Own a long-term vision for a key category, setting the strategic roadmap to elevate Diageo Canada’s leadership and impact

✅ Define a 5-year ambition for brand contribution, volume mix, and category growth

✅ Lead annual marketing business plans and long-term brand strategy, rooted in consumer, customer, and shopper insight

✅ Drive best-in-class, integrated marketing programs across media, trade, digital, and experiential through strong agency leadership

✅ Champion the portfolio internally and externally, energizing teams and inspiring commercial focus on these high-potential brands

✅ Partner with Innovation to bring new formats and platforms to life that fuel long-term brand equity and growth

✅ Be performance-obsessed, deeply understanding the business to course-correct and seize growth opportunities in real time

✅ Ensure brands are deeply embedded in culture and connected with the right consumer cohorts

✅ Balance strategic clarity with operational excellence, overseeing performance, budgets, and activation across channels

✅ Build strong cross-functional and global partnerships, navigating complexity with confidence

ASSUMPTION: This role requires a strong understanding of the beverage alcohol industry, consumer behavior, and marketing strategies. The ideal candidate will be able to balance strategic thinking with operational excellence and navigate complex partnerships with ease.

🎯 Required Qualifications

Education: Undergraduate degree in Business or Communications

Experience: 6-10 years in a brand management role, with prior experience in beverage alcohol or another highly regulated category being an asset

Required Skills:

• Proven track record of managing and developing high-performing teams
• Strong leadership skills, with the ability to influence across teams and build strong internal networks
• Excellent strategic planning and creative development skills
• Deep understanding of consumer behavior and market trends
• Strong commercial acumen and ability to interpret performance with clarity
• Excellent communication and presentation skills
• Fluency in English

Preferred Skills:

• Bilingual or multilingual skills
• Experience working in a global matrix organization
• Knowledge of the Diageo brand portfolio

ASSUMPTION: While an undergraduate degree in Business or Communications is required, relevant work experience and a strong portfolio of achievements will be considered more important than the specific degree earned.

💰 Compensation & Benefits

Salary Range: $90,750 - $151,250 USD per year

Benefits:

• Annual Incentive Payment
• Stock Awards
• Healthcare Benefits
• Retirement Benefits
• Short-Term and Long-Term Disability Coverage
• Basic Life Insurance
• Wellness Benefits
• Parental Leave

Working Hours: 40 hours per week

ASSUMPTION: The salary range provided is the salary range for the role’s primary location. Benefits may vary depending on the nature of employment with Diageo and the country where you work.

📌 Applicant Insights

🔍 Company Context

Industry: Beverage Manufacturing

Company Size: 10,001+ employees

Founded: 1826 (as Guinness Brewery, later merged with other companies to form Diageo)

Company Description:

• Diageo is a global leader in premium drinks, with 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 a truly global company, with over 30,000 talented people based in over 135 countries
• The company is committed to maintaining its position as leaders in the alcoholic beverage market by investing in the future and being mindful of its impact

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's diverse portfolio and global presence allow it to represent a broad consumer base and think differently about the future. The company's commitment to sustainability and responsible business practices sets it apart in the industry.

📊 Role Analysis

Career Level: Senior Manager

Reporting Structure: This role reports directly to the Marketing Director for Canada and is responsible for leading a team of brand managers

Work Arrangement: On-site, with flexibility for remote work as needed

Growth Opportunities:

• Potential to take on additional brands or categories as the business grows
• Opportunities to work on global projects and collaborate with international teams
• Possibility to move into a director-level role as the business expands

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to take on additional responsibilities and advance their career within the company.

🌍 Location & Work Environment

Office Type: Urban office environment in downtown Toronto

Office Location(s): 134 Peter St, Toronto, ON M5V 2H2, CA

Geographic Context:

• Toronto is the capital city of the province of Ontario and the largest city in Canada
• The city is known for its vibrant cultural scene, diverse neighborhoods, and beautiful waterfront
• Toronto has a humid continental climate, with warm summers and cold winters

Work Schedule: Monday to Friday, with flexibility for remote work as needed

ASSUMPTION: Toronto offers a dynamic and multicultural work environment, with a wide range of cultural attractions and recreational opportunities. The city's diverse population and thriving business community make it an ideal location for a global company like Diageo.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR team
• In-depth behavioral interviews with the hiring manager and other team members
• Final round interviews with senior leadership
• Background and reference checks

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Consumer understanding and market research skills
• Creative development and marketing expertise
• Commercial acumen and business acumen

Application Tips:

• Tailor your resume and cover letter to highlight relevant skills and experiences for this role
• Prepare for behavioral interview questions by reflecting on your past experiences and accomplishments
• Showcase your understanding of the beverage alcohol industry and Diageo's brand portfolio
• Demonstrate your ability to think strategically and creatively about brand management

ATS Keywords: Brand Management, Strategic Planning, Consumer Insights, Marketing Excellence, Cross-Functional Collaboration, Innovation, Leadership, Performance Analysis, Creative Development, Media Strategy, Commercial Acumen, Team Development, Diversity and Inclusion, Agility, Accountability, Problem Solving

ASSUMPTION: Diageo's application process is designed to assess candidates' strategic thinking, leadership skills, and industry knowledge. Applicants should be prepared to discuss their past experiences and accomplishments in detail and demonstrate their ability to lead a portfolio of world-class brands.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Google Workspace (Gmail, Google Docs, Sheets, Slides)
• Marketing automation and analytics tools (e.g., Salesforce, Marketo, Google Analytics)
• Project management tools (e.g., Asana, Trello, Microsoft Project)
• Brand tracking and consumer research tools (e.g., Nielsen, Kantar, Mintel)
• Social media management tools (e.g., Hootsuite, Sprout Social, Buffer)

ASSUMPTION: This role requires proficiency in Microsoft Office Suite and Google Workspace, as well as familiarity with marketing automation and analytics tools. Experience with project management and brand tracking tools is also valuable.

👔 Cultural Fit Considerations

Company Values:

• Celebrate Life, Every Day, Everywhere
• Passionate about our brands
• Our consumers are at the heart of what we do
• Every person with a dream can change the world
• We win together

Work Style:

• Collaborative and team-oriented
• Agile and adaptable
• Data-driven and insights-focused
• Inclusive and respectful
• Committed to sustainability and responsible business practices

Self-Assessment Questions:

• How do you embody Diageo's ambition to celebrate life, every day, everywhere?
• How have you demonstrated your ability to win together in a team environment?
• How do you balance strategic clarity with operational excellence in your work?
• How have you used data and insights to drive brand growth and marketing effectiveness?
• How do you foster an inclusive and respectful work environment?

ASSUMPTION: Diageo's culture is built on celebrating life, every day, everywhere, and the company values reflect this commitment to celebrating people, brands, and moments. Applicants should be prepared to discuss their alignment with Diageo's values and work style.

⚠️ Potential Challenges

• Managing a portfolio of brands in a highly competitive and regulated industry
• Navigating a complex global matrix organization
• Balancing strategic thinking with operational excellence
• Working in a fast-paced and dynamic business environment
• Managing a team with diverse skills and backgrounds

ASSUMPTION: This role presents significant challenges, but also offers substantial opportunities for growth and impact. Successful candidates will be able to navigate complexity, manage ambiguity, and thrive in a dynamic work environment.

📈 Similar Roles Comparison

• This role is similar to other senior brand manager positions in the beverage alcohol industry, but with a focus on the Canadian market and Diageo's global portfolio
• Unlike other roles, this position offers the opportunity to work on a diverse portfolio of world-class brands and drive industry-defining marketing
• Compared to other senior brand manager roles, this position requires a strong understanding of the Canadian consumer and market trends
• This role offers significant growth potential and the opportunity to work on global projects and collaborate with international teams

ASSUMPTION: This role is unique in its focus on the Canadian market and Diageo's global portfolio, offering a rare opportunity to drive industry-defining marketing and recruit the next generation of consumers.

📝 Sample Projects

• Developing a comprehensive brand strategy for a key Scotch brand, including positioning, target audience, and consumer insights
• Leading a cross-functional team to execute a major marketing campaign, including media planning, creative development, and event management
• Conducting a competitive analysis and identifying opportunities to differentiate Diageo's brands in the market
• Partnering with innovation teams to launch new products or formats that drive long-term brand equity and growth

ASSUMPTION: These sample projects illustrate the strategic, creative, and operational aspects of this role. Successful candidates will be able to demonstrate their ability to lead complex projects and drive meaningful business impact.

❓ Key Questions to Ask During Interview

• How does this role fit into Diageo's long-term strategy for the Canadian market?
• What are the key priorities for this role in the first 90 days?
• How does Diageo support the professional development and growth of its brand managers?
• What is the company's approach to diversity, equity, and inclusion, and how does this role contribute to those efforts?
• How does Diageo measure the success of its brand managers, and what are the key performance indicators for this role?

ASSUMPTION: These key questions help applicants understand the strategic context of the role, the company's expectations for success, and the opportunities for professional growth and development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the following link: https://diageo.wd3.myworkdayjobs.com/Diageo_Careers/job/Toronto-Canada/Sr-Brand-Manager--Scotch_JR1115478
• Tailor your resume and cover letter to highlight your relevant skills and experiences for this role
• Prepare for behavioral interview questions by reflecting on your past experiences and accomplishments
• Showcase your understanding of the beverage alcohol industry and Diageo's brand portfolio
• Demonstrate your ability to think strategically and creatively about brand management
• Follow up with the hiring manager one week after submitting your application to express your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.