Media & Digital Transformation Manager

With over 200 brands sold in more than 180 countries, Diageo is the world’s leading premium drinks company. But we’re not standing still. As the marketing landscape transforms, we’re building a new model to lead it - powered by digital, data, and creativity at scale. 

We are launching the EU Media & Digital Centre (EMDC) - a bold step forward in how we deliver marketing across Europe. This team will be the centre of executional perfection for Media, Content, CRM, Data, Websites and Effectiveness - enabling our brand and category leaders to move faster, work smarter, and connect more meaningfully with consumers. 

Spanning locations across Europe and working as part of the Global Consumer Digital Team, the EMDC brings together specialist talent in AI-powered media planning, data-driven creative, performance content, and precision CRM - all in service of delivering extraordinary experiences for our brands, at scale and with speed. 

This is a unique opportunity to be part of a team that’s not just driving campaigns - but helping reshape how marketing works. If you’re excited by performance, collaboration, innovation, and doing meaningful work on a global stage, then this could be the role for you. 

What you’ll be doing: 

The Media & Digital Transformation manager will play a key role in supporting the provision of media and scaled reach, innovation, and operational excellence across European markets.   

Reporting to the leader of Media & Digital Transformation and with a dotted line to the Media and Digital Market Lead, this role boosts regional performance. It does so by inspiring change, supporting innovation pilots, and embedding optimisation practices.   

It plays a meaningful role in defining digital and data-led activity within the broader media plan. It also supports testing and measurement frameworks and campaign governance. Additionally, it provides direct assistance to the Media & Digital Market Manager and the Retail Media Manager on regional executions.   

Strong background in media planning across offline and online is essential, ideally with strong experience in AV planning across larger markets such as GB. 

Your main responsibilities will be: 

Regional support & delivery 

• Provide hands-on support to the media & digital transformation lead across activations, priority initiatives and day-to-day operations 

• Provide active support to local markets on campaign planning and activation when local media specialists are stretched, ensuring continuity and quality in campaign execution 

• Drives continuity and consistency in regional planning responses across our markets  

Data driven & Innovation 

• Scales the rollout of media innovation pilots across European markets, co-ordinating timelines, inputs and feedback loops 

• Support the adoption of new tools and platforms, helping to embed then into local workflows and track performance outcomes 

• Partners with CDE on global pilots and adoptions 

• Partners with the PHD COE to drive forward the biddable expansion programme 

Media Planning & Briefing  

• Act as a key media planning partner for the GB market, supporting the Media & Digital Planning Lead on comprehensive campaign coordination and briefing across priority brands.   

• Collaborate closely with the Retail Media team to ensure retail media is seamlessly integrated into the broader connections plan, strengthening brand, shopper, and commercial outcomes.  

• Build strong, positive relationships with GB brand teams and agency partners (PHD), acting as their in‑market media authority to guide strategy, challenge thinking, and deliver against core media KPIs.  

• Demonstrate a deep understanding of connections planning — translating strategy into clear, actionable media plans that reflect both market context and regional planning principles.  

• Ensure all campaign briefs are informed by performance insights, audience findings, and regional guideline, driving increasingly digital‑first, data‑led planning across the GB market. 

Playbooks & Frameworks  

• Maintain and update regional media playbooks, test & learn frameworks and process documentation 

• Ensure standard processes are consistently applied across briefs, media plans and campaign implementation 

Delivery of key initiatives will include (but not limited to) 

• Delivering the programmatic expansion across key areas: 

• Scaling our custom algorithm solution across new markets and new platforms 

• Planning and leading all aspects of the execution of omnichannel 

• Scaling Diageo’s proximity solution across brands 

• Developing a search strategy that increases our overall search investment in line with search sufficiency and drives ROI for our brands. 

• Leading EU specific JBPs and the delivery of European benefits from the global JBPs 

What you’ll have: 

• 5-7+ years of experience of media planning & buying across all channels; with a minimum of 3 years in a digitally focussed role 

• Media planning and buying experience within our core market of GB 

• Soid understanding of the GB and wider EU competitive landscape, particularly across the AV landscape.  

• Experience with delivering across digital media platforms (Google, Meta, The Trade Desk)  

• Solid understanding of brand safety and verification tools 

• Experience in producing playbooks for regional teams is desirable 

• Comfortable delivering against media KPIs, understanding of campaign performance data and dashboards. Ability to translate results into actionable optimisations discussions. 

• Strong social skills with the ability to work optimally across teams, local markets, media agencies and media partners.  

• Broad knowledge of Diageo’s responsible marketing code and media governance across biddable guidelines and the TMP 

Character is everything.