Scotch Media & Digital Manager

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 Function:

Our Marketing team are creators, helping to build and nurture some of the world's most loved brands. We craft amazing connections with people around the world to celebrate our brands' legacies and reimagine them for the world today, and into the future.

Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies. Using our genius and creativity, we unlock our brands' uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we're celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you'll be celebrated and supported in our inclusive culture.

• Develop and implement category-specific media strategies in collaboration with the media agency and brand teams.
• Build integrated media plans across all channels (TV, OOH, Digital, Social, CRM, Retail Media) with a focus on cultural relevance and consumer behavior.
• Ensure media sufficiency throughout the year to secure ESOV and protect Share of Market.
• Use Diageo's tools (Catalyst, Sensor) to measure, optimize, and report performance across campaigns.
• Activate an always-on digital media approach, aligning with consumer journeys and key brand moments.
• Translate MBPs into actionable media plans, defining jobs to be done, audience critical metrics, and creative integration.
• Serve as the key connection between brand teams and media partners to unlock innovation and test-and-learn opportunities.
• Ensure accurate, comprehensive media briefing processes that unify messaging across platforms.
• Champion digital media excellence through consistent application of guidelines in social, CRM, and retail platforms.
• Monitor competitor activity and category benchmarks to continuously evolve strategies and investments.

• Media Sufficiency Score per brand
• ESOV vs. competitive set (category-level)
• Multichannel GRPs per campaign and brand
• Reach and Frequency performance
• Weeks on Air (planned vs. actual)
• Sensor performance insights and return on investment uplifts
• PMI activation by brand
• Audience delivery and engagement quality
• % Budget delivered through Always-On channels
• Performance against Catalyst's return on investment benchmarks

• 5+ years of experience in media planning or brand marketing, preferably in CPG or agency settings.
• Deep knowledge of integrated media planning across offline and digital channels.
• Familiarity with Diageo media tools (Catalyst, Sensor) or equivalent MMM/return on investment modeling frameworks.
• Understanding of media buying principles and agency dynamics.
• Strong grasp of Share of Voice dynamics, sufficiency models, and media productivity levers.
• Experience with social media, CRM, and retail media strategy execution.
• Excellent analytical approach with the ability to translate data into action.
• Strong relationship skills with both internal interested parties and external media partners.
• Cultural fluency and consumer curiosity to connect media with behavior and context.