Diageo Performance Media Lead – Africa Digital Hub Jobs in Kenya

Diageo Performance Media Lead – Africa Digital Hub Jobs in Kenya

About Us

Diageo was created in 1997 but its business is built on the principles and foundations laid years before by giants of the industry – Arthur Guinness, John Walker, Elizabeth Cumming and many more.

Today, Diageo is a world class leader in beverage alcohol, producing an outstanding collection of over 200 brands and owning the top two largest spirit brands in the world, Johnnie Walker and Smirnoff and 20 of the world’s top 100 spirit brands.

Its portfolio also includes Mortlach, Singleton and Talisker Malt Whiskies, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo has built a strong platform for growth – through investment in its own brands, and by acquisition to broaden the geographical footprint and category depth and range. The company’s strong local business units are well-positioned to win in increasingly competitive and fast-paced environments.

Diageo’s portfolio is well-diversified across price-tiers, enabling it to participate where consumer opportunity is greatest, and to capture shifts in consumer preference.

Diageo's culture is built and maintained by the five values that underpin its business and guide how Diageo works. At Diageo, employees are passionate about its customers and consumers and want to be the best. They give each other the freedom to succeed and value each other.

Employees work hard so they can be proud of what they do and how they do it. While Diageo moves at pace, constantly evolving and improving, its values remain consistent. Diageo wants that employees live these values every day, everywhere so that Diageo can be proud of what they do and be the best that they can be.

About Role

Our ambition is to transform Diageo into a digital-first organization, enabling our brands to engage directly with consumers like never before. Our vision is to win in the next generation celebration, engaging and delighting our consumers with world-class leading experiences across every physical and digital touchpoint.

The transformation will reinforce Diageo brands’ equity with an audacious plan focused on:

Telling our brands’ story through all consumers’ touchpoints, with personalized experiences at scale

Improving our presence on the digital space, magnifying the execution of our brands’ promise into a seamless omnichannel experience, spreading NSV across multiple sources (B2C, B2D2C, D2C)
Knowing intimately our end consumers by leveraging collected first party data, responsibly

To deliver this vision, Diageo is evolving its organization with a new operating model that requires experienced leaders. This role sits within the newly created Africa Digital Hub.

Purpose of role

The aim of this role will be to embed a culture of media performance and dynamic decisioning that results in digital experiences that are valuable to the consumer and shopper (timely, relevant, welcome) and to the brand (drives performance).

The role requires a strong understanding of the digital ecosystem (social, search, programmatic, etc) and will require engagement with internal and external teams across all aspects of their digital performance activity:

Effectively win in biddable media battlegrounds by ensuring we are implementing our best practice strategy, principles, processes and tools, backed by common KPIs, nuancing them appropriately around individual market environments.

Be a trusted advisor and SME across the company – in markets and centrally – driving a demonstrable impact on the business metrics that matter, delivering consumer-centric performance outcomes.

Unlock faster share growth for Diageo’s full portfolio of brands, by identifying the gaps and opportunities to move consumers seamlessly through the purchase journey – in line with industry best practices

- from aware to transact, on their terms.

Embed deep expertise in performance marketing into our business, backed by the right operational model so expertise turns into fast, repeatable action.

Be a passionate leader who understands the reality of how consumers find our brands though search and what it takes to be visible. Ensure seamless and integrated path-to-purchase and how search is a core integrator across mental and physical availability.

Success in this role will be defined by enabling media teams to realize reach, efficiency and effectiveness through hands-on interventions, as well as delivering more diverse and progressive investment in biddable channels.

Role Responsibilities

Coordinate (on behalf of markets) the manual work that goes into increasing the inventory of our biddable media, so that we can achieve more quality, effective and efficient reach.

Ensure effective, progressive reach KPIs are met, and identify interventions required when they are not, some of which you will own the delivery of.

Along with the Consumer Data lead, you will assist with ingesting data (1st, 2nd, 3rd ) into our biddable platforms so that our targeting may be more data-driven and relevant for our potential customers.

You will be collaborator – well understanding the challenges in each African market, and partnering with markets and our agencies to identify critical interventions to unlock goals on top of the common global strategy and interventions.

Lead and land within the business the criteria “to win” in each digital channel to recruit and drive conversion to sale in a consumer/shopper-first manner, partnering with each market to nuance the criteria appropriately, (incl. retail media, biddable, social media, search and native advertising)

Embed across our business best practice techniques that drive profitable sales, from new and existing consumers, maximizing the possibilities across all digital channels and media vendors within them.

Drive a culture of consistent testing and learning to optimize consumer journeys with relevant content, seeking to improve conversion across all devices and for all consumer journeys.

You will look into the future to identify formats and channels where search is growing and encourage the business to be first movers in these areas.

Qualifications, Knowledge and Experience

Educated to a graduate/university level

+7 years of digital/ecomm performance experience. The right candidate will be able to demonstrate how they have led successful performance marketing strategies and driven commercial growth at scale across a business.

Expert in social, search and programmatic and know how to deliver results in this space, understanding how to use goal setting, inventory creation and account structure to use these channels to their full potential.

Programmatic Inventory: Experience and knowledge with increasing programmatic inventory and supply.

Project Management: you create and motivate teams around you to deliver brilliant execution. You translate strategy into action.

Experience with AI and DCO principles, allowing algorithms to conclude the next best action for our brands and media.

A data maestro – abilities to pull on multiple performance data sources to inform strategic planning.

How to Apply

For more information and job application details, see; Diageo Performance Media Lead – Africa Digital Hub Jobs in Kenya

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