Assistant Brand Manager, Baileys

More about Diageo is available at its web site: https://www.diageo.com/

Role Dimensions:

Our Marketing team are creators, helping to build and nurture some of the world's most loved brands. We craft amazing connections with people around the world to celebrate our brands' legacies and reimagine them for the world today, and into the future. Diageo brand teams are the custodians of our brands and work to ensure the future growth and success of each brand. As a member of this team you will be the guardian of our brands within this category and work to shape their future.

Baileys is the #1 loved spirits brand in GB. Since 2016, Baileys has been on a mission to redefine itself outside of the liqueur category and become the #1 Adult Treating brand in GB. In 2016, Baileys adjusted its strategy to become an adult treating brand, which propelled both the brand's perception and its performance in the market.

About the role

The Baileys ABM role seeks a highly creative and passionate marketer with a positive approach, a can-do attitude, and strong teamwork skills. As Baileys is one of the biggest brands in the Diageo GB portfolio, this role demands strong ownership, from strategy through to execution. Building strong relationships across the business and with agency partners is critical to success, as is driving engagement and followership of the brand plans. It's an exciting opportunity for someone with creative flair and marketing experience who wants to deepen their skills in brand storytelling and content development.

Role Responsibilities-

This role offers great exposure and scope, there will be opportunities to take ownership of projects that allow them to grow, demonstrate leadership, and make a visible impact on one of the world's most iconic brands.

Brand Planning & Budgeting: Lead Baileys budgeting process in alignment with other team members as well as finance.

Social & Media Execution: Lead social media and media plan execution, ensuring timely, high-quality delivery aligned with brand strategy. Lead the development of Baileys' experiential and sampling strategy to drive recruitment and re-recruitment.

Agency Management: Manage relationships with creative, media, and experiential agencies, ensuring clear briefs and best-in-class execution.

Performance Monitoring: Tracking brand performance and sharing insights, feedback, and findings in team sessions to continuously optimize plans.

Internal Engagement: Drive internal engagement and advocacy for Baileys, ensuring the brand stays top-of-mind across commercial teams, especially during key selling periods.

Leading Baileys projects: The candidate will have a chance to own their own projects and lead them TTL with the guidance from Baileys SBM.

Key Skills & Experience

• Typically 2-4 years of relevant marketing or commercial experience, ideally within lifestyle, FMCG, or consumer brands
• Strong creative flair and proven ability to develop and deliver compelling brand storytelling.
• Tenacious and proactive, with a drive to implement big, scalable ideas that deliver real impact.
• Strong ownership attitude, holding self and others accountable for delivering results.
• Excellent prioritisation skills with the ability to move at pace and manage multiple projects effectively.
• A natural collaborator and relationship builder who inspires trust and alignment across teams and agencies.
• Passionate about culture, and delivering exceptional brand experiences.

Flexible Working Statement-

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.

Diversity statement-

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, attitudes, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Client-provided location(s): London, United Kingdom

Job ID: Diageo-JR1119635

Employment Type: FULL_TIME

Posted: 2025-11-03T18:49:32