Retail Media Manager

Title: Retail Media Manager

Role Type: Permanent - Full Time

Location: London

Reports to: Global Media Director

About us

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and setting a higher standard for our brands, our business and each other.

Join us and play your part in making life’s moments mean a little more.

About the Function

Marketing is where our brands show up in culture and stay there.

This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.

From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.

You’ll be part of a team that’s curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.

About the role  

Lead the end-to-end retail media strategy, planning and enablement across the Regional Hub, unlocking omnichannel growth through retailer ecosystems across all brands.

This role sits at the intersection of Media, Commerce and Customers, ensuring retail media is fully integrated into Connected Reach plans and commercial JBP priorities, while scaling best-in-class, data-driven, and compliant retail media execution across markets.

The Regional Retail Media Lead is accountable for:

• Driving retail media as a core growth driver (not a siloed channel)
• Partnering closely with Commercial, Customer Marketing and in-market teams
• Translating global frameworks into scaled, market-relevant execution
• Maximising ROI, sales impact, and shopper conversion

Key Responsibilities

1. Strategy & Integration

• Own and evolve the regional retail media strategy across all brands and customers, aligned to global direction and regional growth priorities.
• Embed retail media into full-funnel Connected Reach planning, ensuring integration across Paid, Social, Creator and Commerce touchpoints.
• Translate global retail media frameworks into practical, scalable hub and market playbooks.
• Ensure retail media is aligned to commercial priorities (JBP, customer plans, key events, innovation launches).

2. Commercial & Customer Partnership

• Act as the primary media partner to Regional Commercial and Customer teams, ensuring retail media supports customer growth and joint business plans.
• Co-develop retail media strategies with key regional and global customers/retailers, unlocking incremental investment and growth opportunities.
• Support markets in integrating retail media into customer negotiations and planning cycles.
• Drive clarity on roles and ways of working between Media, Commerce, and Shopper teams.

3. Activation Enablement & Excellence

• Enable markets to deliver best-in-class retail media activation, aligned to the Retail Media Activation Framework (RMAF).
• Establish standardised planning, buying and optimisation approaches across retail media networks (RMNs).
• Drive test-and-learn agendas across platforms (e.g., Amazon, Tesco, Carrefour, Uber etc.) to continuously improve effectiveness.
• Ensure strong linkage between media exposure and commerce outcomes (conversion, basket, sales uplift).

4. Performance, Measurement & ROI

• Define and deploy a regional retail media measurement framework, covering:
  • Sales impact and incrementality
  • Return on Investment and efficiency
  • Share of voice and visibility
  • Shopper engagement and conversion
• Drive adoption of closed-loop measurement and retailer data integration.
• Provide clear performance reporting and actionable insights to regional and market stakeholders.
• Continuously optimise investment allocation across retailers and formats.

5. Data, Tech & AI Enablement

• Accelerate adoption of retail media data, audiences and first-party insights to improve targeting and effectiveness.
• Partner with Data & MarTech teams to scale automation, AI driven optimisation, and advanced attribution.
• Ensure markets leverage retailer data ecosystems and clean rooms where available.

6. Governance, Compliance & Standards

• Ensure all retail media activity aligns with:
  • DMC (Diageo Marketing Code)
  • Trusted Marketplace (TMP)
  • Data privacy and responsible marketing guidelines
• Establish and enforce regional standards, playbooks and guardrails for execution.
• Proactively manage risk across platforms, data usage, and retailer partnerships.

7. Partner & Agency Leadership

• Lead cross-functional collaboration across:
  • Regional Media Hub
  • Commercial & Customer teams
  • In-market media and marketing teams
  • Global retail media and digital teams
• Manage and elevate agency and platform partner performance.    
• Act as a leader with vision and influencer, driving adoption of retail media standard processes across markets.

8. Capability Building & Community

• Build and lead a regional retail media community, driving knowledge sharing and gold standard.
• Identify capability gaps and support training, playbooks and upskilling across markets.
• Foster a test-and-learn, innovation-led culture across the hub.

Experience/skills required:    

• 8–10+ years in retail media, digital media, eCommerce or shopper marketing
• Strong experience working with retailer platforms and RMNs (e.g., Amazon Ads, Criteo, CitrusAd etc.)
• Proven track record of delivering commercial growth through media and commerce integration
• Experience operating in multi-market, matrixed organisations
• Strong exposure to customer / commercial teams and JBP processes

Technical Skills & Knowledge

• Deep understanding of:
  • Retail media ecosystems and platforms
  • Omnichannel shopper journeys
  • Measurement, attribution and incrementality
• Strong grounding in:
  • Data-driven marketing and audience strategy
  • Media effectiveness and ROI optimisation
  • Regulatory and responsible marketing frameworks

Leadership & Capability

• Strong cross-functional influencer, able to align Media, Commerce and Marketing
• Commercially driven, with a focus on revenue and growth outcomes
• Ability to operate at both strategic and hands-on execution levels
• Collaborative leader comfortable working across global, regional and local teams

Key Behaviours

• Commercially obsessed and customer-first attitude
• Data-driven and performance-focused
• Proactive and solutions focused
• Strong collaborator across functions and markets
• Passion for innovation, test-and-learn and continuous improvement

Success Measures

• Growth in retail media contribution to revenue and ROI
• Quality and scale of retail media integration into Connected Reach plans
• Strong alignment with commercial priorities and customer plans
• Improved measurement maturity and closed-loop attribution adoption
• Increased capability and consistency across markets
• Strong retailer partnerships and joint growth outcomes
• Full compliance with DMC, TMP and data standards

Working with Us

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to set a higher standard, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity!

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