Media Lead, APAC

Media Lead, APAC

About our Marketing Team

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.

PURPOSE OF ROLE

Lead the end-to-end regional media planning, activation and optimisation for the assigned categories, driving profitable growth through best-in-class execution of Diageo's Connected, Scaled Reach strategy.

This role is accountable for maximising return on media investment by embedding data-driven audience strategies, scaling AI-enabled activation, and delivering integrated, full-funnel media amplification across Paid, Retail, Social and Creator ecosystems.

KEY RESPONSIBILITIES

Strategy & Planning

• Own the development and deployment of integrated regional media plans across Paid Media, Retail Media, Social and Creator channels, aligned to global category strategy and media blueprint and regional growth ambitions.
• Lead cross-market alignment on Connected, Scaled Reach execution, ensuring consistency in approach while enabling flexibility to reflect local market dynamics.
• Translate global media frameworks and category priorities into actionable, insight-driven regional plans that deliver measurable business outcomes.
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• Oversee execution of integrated full-funnel media plans, ensuring optimisation of investment to maximise reach, effectiveness and ROI.
• Drive media efficiency and productivity through strategic investment allocation, optimisation frameworks, and adoption of DMAF global standards and tools.
• Monitor and actively optimise regional media performance against defined KPIs, ensuring delivery of both short-term results and long-term brand growth.

• Accelerate adoption of data-driven audience strategies to improve targeting precision and business impact.
• Drive the implementation and scaling of AI-enabled planning, buying and optimisation solutions to unlock productivity gains and real-time performance improvements.
• Lead a regional test-and-learn agenda, embedding structured experimentation to continuously improve media effectiveness and inform future investment decisions.

• Ensure retail media campaigns are executed in line with the Retail Media Activation Framework (RMAF) and fully integrated within broader media plans.

• Ensure full compliance with the Diageo Marketing Code (DMC), Trusted Marketplace (TMP), data privacy and brand safety standards through upholding Diageo's Media standards.
• Proactively identify and manage risks related to media investment, data usage and platform integrity.

• Lead and influence cross-functional stakeholders, including in-market teams, global teams, and agency partners, to deliver high-performance media outcomes.
• Ensure Connected Reach plans are fully integrated within broader go-to-market (GTM) strategies, balancing global consistency with local relevance.
• Challenge and elevate agency and partner performance to deliver innovation, efficiency and effectiveness.
• Collaborate with the Scaled Reach team and wider regional hub to deliver a competitive advantage for the category.

• Accountable for delivering media's contribution to category growth, including revenue uplift, ROI improvement, media efficiency and share of market gains.

• Delivery of regional media efficiency and productivity targets.
• Measurable improvement in media-driven revenue, ROI and effectiveness metrics.
• Scaled adoption of AI-enabled activation and automation capabilities across markets.
• Growth in Retail Media contribution to overall media performance.
• High-quality, consistent deployment of Connected Reach across the region.
• Strong agency and partner performance against defined KPIs.
• 100% compliance with DMC, TMP, data privacy and brand safety standards.

• 8+ years' experience in media planning, activation, digital marketing, or media agency leadership, with a proven track record across multiple markets.
• Strong experience managing significant media investments and delivering measurable improvements in media effectiveness, ROI and business performance.
• Proven success driving media transformation through digital innovation, automation, AI-enabled solutions and cross-functional collaboration.
• Experience operating within complex, matrixed, multi-market environments with varying levels of media maturity.
• Demonstrated ability to lead and challenge agencies and partners to deliver high-performance outcomes.

• Deep expertise across Paid Media, Programmatic, Social, Search, Video, with a strong working knowledge of Retail Media ecosystems.
• Strong understanding of media effectiveness, audience strategy, measurement frameworks, and data-driven decision making.
• Knowledge of AI-enabled media capabilities, media technology platforms, and evolving digital ecosystems.
• Strong grounding in brand safety, data privacy, and responsible marketing practices.

• Strategic thinker with the ability to translate global and regional priorities into actionable, growth-driving plans.
• Strong stakeholder management and influencing skills, with the ability to align senior leaders around media investment and transformation agendas.
• Ability to lead through complexity, balancing standardisation with flexibility across markets.
• Collaborative, accountable and results-oriented leader with a focus on delivering business impact.
• Proficiently bilingual in the English and Chinese language skills, with strong communication skills across cultures and through the organization.
• Relevant in-depth experience in the China market is essential, and working knowledge and experience for the rest of the APAC region will be an advantage.

• Growth mindset with a passion for innovation and continuous improvement.
• Data-driven and commercially focused, using insight to optimise performance and drive business outcomes.
• Proactive and forward-looking, staying ahead of emerging media and technology trends.
• Committed to operational excellence and responsible marketing practices.