Brand Manager Johnnie Walker

Job Title: Brand Manager Johnnie Walker

Location: Amsterdam

About us

Diageo is the world's leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose - Celebrating life, every day, everywhere - has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value.

About the role

As a Brand Manager within the Central & Eastern Europe (CEE) Marketing Team, you will play a pivotal strategic role in building, growing, and protecting some of the most iconic brands in our portfolio. Operating as part of a newly centralised structure, you will work across a cluster of dynamic and diverse markets (e.g., Poland, Greece, Benelux, Nordics), partnering closely with customer marketing teams and cross-functional stakeholders to deliver impactful marketing strategies and integrated brand plans.

• End to End Strategic Brand Leadership
• Lead development and execution of CEE brand strategies for your assigned brand(s), aligned with global brand frameworks and tailored to regional consumer, customer and shopper dynamics.
• Own the brand positioning, architecture and communication strategy for the region, ensuring consistency across all markets while responding to key local insights.
• Shape brand building across on-trade, off-trade, and digital channels, including culture-driving partnerships and omnichannel marketing experiences.
• Performance & Commercial Impact
• Partner with regional commercial and revenue growth teams to optimise the brand's commercial performance, including input into pricing, promo strategy, and margin delivery.
• Support the GM CEE and Head of Marketing with brand portfolio planning, market prioritisation, and investment decisions to maximise ROI.
• Act as brand SME for regional teams
• Act as a centre of excellence for Customer Marketing teams across the cluster, enabling them to execute with precision and excellence.
• Collaborate with cross-functional teams including Supply, Finance, HR, Digital, and Insights to bring brand plans to life.
• Translate local feedback and performance into strategic insights that shape future brand planning.
• Communication & Campaign Development
• Manage creative agency partners and media teams to develop and adapt assets that resonate across the CEE region.
• Guide and align all markets on media strategy, ensuring optimal balance between mental and physical availability.
• Drive performance across earned, owned, and paid channels, including digital and social platforms, and ensure the brand remains relevant in culture.
• Budgeting & Governance
• Manage assigned brand budgets, ensuring efficient allocation and clear linkage to KPI delivery and strategic priorities.
• Monitor brand health and campaign effectiveness, using insights and data to drive continuous improvement.

• Thrive in ambiguity: In a restructured, centralised model that spans multiple markets, ambiguity is inevitable. The ability to operate effectively without having every detail whilst maintaining momentum is critical
• Ownership & accountability: Take full ownership of your scope, delivering both strategic outcomes and business results, even when execution sits with others.
• External Curiosity: Passionate about consumers, culture, and market trends, relentlessly scanning for opportunities.
• Cultural competency & agility: Collaborating across a diverse team and cultural landscapes to build brands that resonate in local markets.
• Growth mindset: shows flexibility, agility and ability to think with vision and without limitation to create solutions.

• Strategic Thinking: Able to navigate ambiguity, think long-term and adapt global strategies for regional relevance.
• Influence without Authority: Strong ability to build alignment and momentum across markets and functions without direct reporting lines.
• Digital Acumen: Deep understanding of digital ecosystems, performance media, and influencer-led content.
• Commercial Acumen: Understands P&L drivers, ROI, and the levers that deliver both brand equity and financial growth.
• Executional Excellence: Not a project manager but ensures Customer Marketing and agencies execute to the highest standards.

• Experience in brand management or consumer marketing in an international FMCG environment.
• Track record of leading regional or multi-market strategies with strong commercial outcomes.
• Proven experience in collaborating across matrixed teams and influencing senior stakeholders.
• Deep knowledge of consumer behaviour, media planning, and campaign development.
• Strong communication skills in English; additional European languages are a plus.
• Passion for brand storytelling, innovation, and connecting with consumers in meaningful ways.

• An inclusive company culture that puts employees and their development first
• A competitive salary with bonus and many benefits that suit your lifestyle
• An industry leading parental leave policy
• ...and of course, THE best colleagues!