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.
ROLE CONTEXT
We are looking for a Culture Lead to drive the cultural relevance, media presence, and social influence of some of the world's most iconic alcohol beverage brands. This is a strategic and high-visibility role that will shape how our brands show up in culture, influence public perception, and engage with press, influencers, and partners generating talkability and earned results.
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KEY RESPONSIBILITIES:
- Lead Cultural and Press Strategy: Own and execute the strategic press and cultural communications roadmap for the brands, ensuring strong earned media presence and cultural relevance.
- Strategic Brand Orchestration: Act as the central cultural strategist across multiple brand teams. Align and coordinate with Culture Managers embedded in each brand to ensure consistency, synergy, and strategic coherence.
- Official Cultural Point of Contact: Serve as the primary liaison across all matters related to cultural programming, influencer strategies, social calendars, brand partnerships, and press initiatives for Diageo brands.
- Executive Positioning: Build and execute a marketing executive visibility strategy to elevate company leadership in key media outlets and industry platforms.
- Cultivate Relationships in Cultural Verticals: Establish and nurture relationships with key stakeholders and thought leaders in music, fashion, sports, entertainment, and other relevant cultural sectors. Leverage these connections for brand insight, collaboration, and cultural activation opportunities.
- Deep Knowledge of Earned Media: Maintain strong expertise in earned media - including PR, influencer marketing, social media, and branded content. Stay ahead of trends and best practices, and drive brand engagement through impactful media strategies.
- Measure and Optimize Performance: Define KPIs and measurement frameworks to assess the impact of cultural initiatives. Analyze performance data regularly, deliver insights to senior leadership, and continuously refine the "Into Culture" strategy based on learnings.
QUALIFICATIONS:
- 10+ years of experience in cultural strategy, public relations, brand communications, or influencer marketing - ideally within the beverage, fashion, lifestyle, or entertainment industries.
- Proven track record of leading cultural campaigns or media strategies with strong press and influencer results.
- Deep understanding of media, social, and cultural trends in Brazil and globally.
- Strong leadership and stakeholder management skills - able to influence and align cross-functional and brand-specific teams.
- Fluent in both English and Portuguese.
- Experience working with or within alcohol beverage companies or global consumer brands.
- Established relationships with key media outlets, cultural institutions, and influencer networks.
- Award-winning work or recognized cultural contributions in PR, brand comms, or influence.
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, mindsets, 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 new heights 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.