Brands Director, Lead

Job Title
Brands Director, Lead

About us
With over 200 brands sold in nearly 180 countries, we're the world's leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you'll test new ideas, learn and grow, and unlock a brighter, more exciting future!

Join us to create a career worth celebrating!

About the role:
Leadership Accountabilities

• Drive scale and consistency: Lead execution of national campaigns with precision and commercial rigor
• Performance ownership: Deliver against NSV, share, and equity targets with a strong Return On Investment lens
• Cross-functional orchestration: Align closely with commercial, sales, finance, marketing, and supply teams to ensure flawless execution
• Capability building: Develop team fluency in performance management, RGM, and digital execution
• Boldness in execution: Demand brilliant execution at the point of purchase and act with urgency
• This role requires expertise in both the Diageo Leadership and Marketing functional capabilities of inspiring collaboration, support, and coordination across multiple partners
• This requires strong influencing and alignment across key business units (Commercial, Innovation, Media, Consumer Planning, Corporate Relations, Procurement, Legal) and external partners such as agencies, brokers, etc

• Create long range strategy for each of our brands, articulating clear consumer growth corridors for each of our lead brands
• Develop and deliver annual brand plans for Diageo's lead brands portfolio
• Define brand positioning, consumer segmentation, and growth drivers tailored to the Canadian market.

• P&L Ownership: Accountable for delivering Net Sales Value (NSV), Operating Margin, and Trading Profit targets for the convenience portfolio
• Performance Tracking: Monitor brand performance using commercial scorecards, Key Performance Indicators, and tools like Heartbeat to ensure marketing investments deliver strong Return On Investment
• A&P budgeting: Ensure efficient allocation across media, innovation, and activation

• Lead innovation strategy for lead brand portfolios
• Partner with Innovation and RGM teams to ensure commercial viability and execution readiness

• Lead execution of full-funnel marketing campaigns across media, digital, experiential, and activation at outlet level
• Build brand activations are culturally relevant and aligned with Diageo's "Brands in Culture" strategy

• Lead a cross-functional team including Brand, Commercial, Sales, Sponsorship, Consumer Planning, Media and Innovation
• Partner with global teams to localize strategies and share Canadian insights
• Act as the marketing voice for lead brands in commercial and executive forums

• Talent Development: Build a high-performing marketing team culture, with strong talent plans and coaching to support capability growth
• Culture & Engagement: Foster a culture of accountability, creativity, and purpose-led leadership within the team

• Ensure all marketing activities align with Diageo's Code of Business Conduct and regulatory standards.
• Act as a brand equity guardian, ensuring responsible marketing and consistent brand representation