Director, Digital Strategy & Content Commercialization

About the Role

Key Responsibilities

• Develop and own the full-funnel conversion media strategy for Diageo across paid social, RMNs, programmatic, marketplaces, and shopper activations.
• Define the commercial media approach that connects investment to purchase behavior, driving measurable outcomes and revenue growth.
• Serve as the central architect for how Diageo drives sales conversion through media, ensuring continuity from campaign planning to activation.
• Lead collaboration with the Measurement & Evaluation (M&E) team to apply the right data sets and analytics frameworks that drive precision targeting and closed-loop performance.
• Ensure commercial content is included in brand media briefs and aligned with Diageo's national and account-specific activations.
• Translate brand and shopper insights into dynamic, modular creative optimized for retail platforms and conversion.
• Serve as the integrator across teams to align content strategy and KPIs across touchpoints, including field, trade, eCommerce, and global.
• Scale AI prompting and workflow solutions to streamline content production, improve agility, and personalize retail media creative.
• Pilot new tools and techniques for generative content, DCO (dynamic creative optimization), and testing strategies across commercial platforms.
• Build commercial selling stories using media KPIs and consumer/shopper insights to influence internal partners and commercial teams.
• Serve as the cross-functional connector across media, brand, shopper, and sales organizations.
• Potentially meet with customers to reinforce the connection between brand building, retail media, and shopper activation.

Requirements

• 15-20 years leading commerce, content, or media strategy within CPG, retail, or agency environments.
• Proven ability to design full-funnel, data-driven media strategies that keep a tight loop between brand and commerce.
• Deep experience with RMNs, marketplaces, retail platforms, programmatic, and paid social.
• Practical knowledge of AI prompting tools, workflow automation, and creative testing platforms.
• Strong commercial skill with experience presenting to internal sales organizations and external retailers.
• Excellent cross-functional leadership skills, including collaboration with analytics and measurement teams.

Nice to Have

• Experience with AI prompting tools, workflow automation, and creative testing platforms.
• Ability to build scalable frameworks, governance, and activation systems.
• Experience in influencing and winning support across cross-functional partners.

Qualifications

• Educational background is not explicitly specified, but extensive experience in commerce, media, or content strategy is required.

Benefits & Perks

• High-visibility leadership opportunity with direct impact on Diageo's media investment and sales growth.
• Global exposure and opportunity to scale innovation across markets.
• Competitive pay, performance incentives, and long-term growth potential.
• Healthcare benefits, retirement benefits, short-term and long-term disability coverage, basic life insurance, wellness benefits, and industry-leading parental leave (benefits may vary depending on employment location).