Associate Brand Manager - Crown Royal

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 anda 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 raising the bar 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 this Role

Crown Royal, Diageo North America's 'Crown Jewel' and largest trademark by value, is a brand with extraordinary momentum. Led by a powerful insight that 'Status is not about what you have, but about what you give and how you give it,' Crown Royal has defied industry and category conventions, celebrating its purpose of Exceptional Generosity in culture and transcending whisky and spirits alike.

Since the brand's inception in 1939 as a gift for the King and Queen of England on their first trip to Canada, Crown Royal has always been known as 'the good stuff.'

Today Crown Royal competes in the highly competitive and rapidly evolving North American Whisky industry that extends across a complex range of segments including Blended Whisky, Flavored Whisky and Luxury Higher Marques.

With a diverse range of category-leading and award-winning whiskeys, and an even more diverse drinker base across race, gender & geography, Crown Royal is poised to lead the current and future evolution of the category by reaching modern whiskey drinkers looking for more meaningful brands.

Purpose of the role

We are seeking a high-performance Associate Brand Manager to help drive the Crown Royal brand purpose in culture and sustainable growth for the brand. This position is responsible for implementing large-scale growth drivers and is also accountable for budget and performance across the trademark.

This role offers breadth, a high degree of autonomy and exposure to senior leadership. Those who are hungry for the hustle, ambitious and seek to find true purpose in their work - this is the role for you.

We are looking for a culturally curious team member who sees success in the delivery of flawless execution and takes pride shaping a legacy of such an iconic and purpose-driven brand. The role also requires a strong sense of collaboration both within the team and across functions.

Key Outputs / Deliverables

• Serve as lead for Crown's experiential programming throughout the year, collaborating across functions, agency teams and commercial teams, including execution of the NFL and Country Music experiential programming.
• Build and lead on-premise strategy and ambassador program to ensure Crown is driving visibility and growth in this critical yet under-supported channel.
• Lead team renovation execution and support brand team, director, and innovation team in driving new product launch planning and execution.
• Manage Crown Royal full trademark budget to stay on target, drive efficiencies and operate effectively within Diageo processes.
• Build day-to-day relationships with agencies and internal cross-functional partners, driving for greatness in creative, communications and commercial planning.
• Drive internal PR for Crown Royal, celebrating brand successes and delivering key brand information across Diageo.
• Cultivate divisional relationships to ensure alignment behind brand strategy and investment plans.
• Deliver business insights and performance analytics with regular / ad hoc reporting.

• Undergraduate degree or equivalent experience required.
• 3-5 years marketing experience with proven track record of creating / implementing successful brand strategies.
• Consumer goods experience preferred; three-tiered industries or alcohol beverage experience a plus.
• US experience preferred.
• Highly skilled relationship builder and influencer.
• Strong quantitative thinker - comfort and expertise in analytics and business performance.
• Ability to demonstrate consumer insight, creativity and flair.
• Ability to maintain positive outlook amidst challenges and effectively problem-solve and make decisions.
• Ability to enroll and motivate a large, complex commercial organization.
• Ability to manage multiple projects effectively, prioritize and drive to action.