Senior Brand Manager Tequila
3 days ago• London, United Kingdom
Senior Brand Manager -Tequila Global Travel Retail
Location: London
Function: Marketing - Global Travel Retail
About Global Travel at Diageo
Global Travel (GT) at Diageo is one of the most dynamic and fast-evolving markets in the world, engaging with over 1.9 billion international travellers every year. Operating across 19 countries and 29+ nationalities, we are a truly international, entrepreneurial, and agile business.
Our ambition is bold: to lead Spirits as the fastest-growing and most dynamic category post-pandemic, while doubling the size of the category in Global Travel, accelerating our luxury portfolio, and transforming digital and retail experiences.
From airport duty-free to airlines, cruises, and border shops, Global Travel Retail gives our brands unmatched global visibility and the opportunity to recruit new consumers at scale-at moments when they are most open to discovery.
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The Opportunity
Tequila is one of the biggest growth bets in Global Travel-and this role sits at the heart of that ambition.
With Don Julio already the #1 Tequila brand in Global Travel (value) and Casamigos accelerating globally, we are shaping the future of the category through luxury, culture-first brand building, and breakthrough consumer experiences.
The Senior Brand Manager - Tequila will lead the global strategy and execution of our Tequila portfolio, playing a pivotal role in scaling the category beyond the Americas and unlocking growth across key regions.
This is a high-impact, high-visibility role, combining global brand strategy, innovation, luxury retail execution, and world-class partnerships.
Key Responsibilities
Category & Brand Leadership
- Lead the Global Travel Tequila strategy and brand plans, ensuring sustained market share growth and premiumisation.
- Drive Don Julio and Casamigos growth, with a strong focus on luxury and recruitment.
- Champion the globalisation of Tequila, accelerating development across APAC, MENA, and beyond.
Strategic Planning & Innovation
- Lead the F28 Marketing Business Plan (MBP) development in partnership with Global Brand Teams (GBT).
- Shape future growth drivers and contribute to a strong innovation pipeline.
- Translate global strategies into impactful Global Travel executions.
Luxury Retail & Execution Excellence
- Run best-in-class execution of the new Don Julio playbook (DJ Hacienda) through our agencies and our customer marketing team, evaluate performance and adapt tools accordingly.
- Lead Personalization Conscious Create Team (CCT) workstream with the Don Julio GBT. to deliver best-in-class retail experiences, with rollout across priority locations.
- Deliver standout campaigns building on recent successes (e.g., Don Julio 1942 x Pacha, Día de los Muertos, Peggy Gou, "This Summer We Paloma") with a focus on innovation launches (small formats, 1942 GTX, Ultima Reserva)
Consumer Connection & Media
- Lead connection planning and media strategy, including major global moments
- Deliver 360° consumer engagement across retail, digital, and experiential touchpoints.
Cross-Functional Leadership
- Work cross-functionally with customer marketing, commercial, finance, supply chain, and legal teams to ensure flawless execution.
- Build strong partnerships with Global Brand Teams and regional stakeholders.
What You'll Deliver
- Market-leading brand plans that outpace competition
- Breakthrough luxury and retail activations across global touchpoints
- Strong commercial performance and share growth
- Best-in-class consumer and shopper experiences in Global Travel
- A future-ready Tequila category pipeline
What You Bring
- Significant experience in marketing roles (brand, consumer, shopper, innovation or luxury)
- Proven ability to deliver impactful global or regional brand strategies
- Strong commercial acumen and a "GM mindset"
- Ability to translate insights into winning strategies
- Experience navigating complex, fast-paced, and highly collaborative environments
- A track record of leading projects end-to-end with excellence
- Passion for culture-driven marketing and premium brands
Why Join Us
- Work on one of Diageo's most exciting and fastest-growing categories
- Be part of a truly global, diverse, and entrepreneurial team
- Lead iconic brands with strong cultural relevance
- Shape the future of luxury in Global Travel Retail
- Grow your career in a high-visibility role with real impact
Our Culture
At Diageo, our purpose is to celebrate life, every day, everywhere.
We are deeply committed to building an inclusive culture where everyone feels valued and can thrive.
We welcome people from all backgrounds and experiences-and encourage you to bring your whole self to work.
We also support flexible working arrangements, helping you perform at your best from day one.
Ready to Shape the Future of Tequila
If you're excited to lead one of the most strategic growth opportunities in Global Travel and create world-class brand experiences across the globe, we'd love to hear from you.
Recruitment Scam Warning
Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we'll never ask for money.
Client-provided location(s): London, United Kingdom
Job ID: Diageo-JR1125935
Employment Type: FULL_TIME
Posted: 2026-05-14T19:30:03
Perks and Benefits
Health and Wellness
- Health Insurance
- Health Reimbursement Account
- Dental Insurance
- Vision Insurance
- Life Insurance
- Short-Term Disability
- Long-Term Disability
- FSA
- FSA With Employer Contribution
- HSA
- HSA With Employer Contribution
- Fitness Subsidies
- Pet Insurance
- Mental Health Benefits
Parental Benefits
- Birth Parent or Maternity Leave
- Non-Birth Parent or Paternity Leave
- Fertility Benefits
- Adoption Assistance Program
- Family Support Resources
- Adoption Leave
Work Flexibility
- Hybrid Work Opportunities
Office Life and Perks
- Commuter Benefits Program
- Casual Dress
- Happy Hours
- On-Site Cafeteria
- Holiday Events
Vacation and Time Off
- Paid Vacation
- Paid Holidays
- Personal/Sick Days
- Leave of Absence
- Volunteer Time Off
Financial and Retirement
- 401(K)
- Pension
- Stock Purchase Program
- Performance Bonus
- Relocation Assistance
Professional Development
- Tuition Reimbursement
- Promote From Within
- Mentor Program
- Access to Online Courses
- Lunch and Learns
- Internship Program
- Leadership Training Program
- Associate or Rotational Training Program
Diversity and Inclusion
- Diversity, Equity, and Inclusion Program
- Employee Resource Groups (ERG)
- Woman founded/led
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