Job Title : Senior Brand Manager, Diageo Canada - Scotch
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: Marketing
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.
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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.
About the role:
Do you want to be part of turning some of the world's largest spirits brands into the most culturally powerful brands in Canada today? Do you have an equal thirst for delivering bold business growth and marketing with creative excellence?
If so, we are looking for a Senior Brand Manager to lead the strategic agenda for our world-class portfolio of brands.
We're proud of how far we've come-but we're just getting started. We're on a mission to recruit the next generation of LDA consumers by deeply understanding the motivations, behaviors, and lived experiences of the diverse Canadian consumer. And we're doing this while continuing to nurture and strengthen our loyal consumer base to drive sustainable, profitable growth.
In short, we need a senior brand leader who is as curious as they are commercially sharp. Someone who's creatively brave, strategically grounded, and energizing to work with. You know when to challenge the status quo and when to double down, and you bring a rare blend of instinct, agility, and accountability to everything you do.
As marketers at Diageo, we thirst for greatness. We lead the future of some of the world's most admired brands. Brands built by entrepreneurs, philanthropists, and strategic pioneers. We stand on the shoulders of giants and strive to become the next generation of bold brand builders. We hold ourselves and each other to the highest standards and celebrate when we break through.
Are you ready to build a legacy worthy of our founders-and take risks in the pursuit of greatness? If so, the Senior Brand Manager role on our Canadian team may be the opportunity for you.
Purpose of Role
Lead a portfolio of world-class brands in Canada to exceed business goals, deliver industry-defining marketing, and recruit the next generation of consumers-building brands that don't just compete in the category but transcend it.
Role Responsibilities:
- Own a long-term vision for a key category, setting the strategic roadmap to elevate Diageo Canada's leadership and impact
- Define a 5-year ambition for brand contribution, volume mix, and category growth
- Lead annual marketing business plans and long-term brand strategy, rooted in consumer, customer, and shopper insight
- Drive best-in-class, integrated marketing programs across media, trade, digital, and experiential through strong agency leadership
- Champion the portfolio internally and externally-energizing teams and inspiring commercial focus on these high-potential brands
- Partner with Innovation to bring new formats and platforms to life that fuel long-term brand equity and growth
- Be performance-obsessed, deeply understanding the business to course-correct and seize growth opportunities in real time
- Ensure brands are deeply embedded in culture and connected with the right consumer cohorts
- Balance strategic clarity with operational excellence, overseeing performance, budgets, and activation across channels
- Build strong cross-functional and global partnerships, navigating complexity with confidence
Key Functional & Leadership Capabilities
Leadership
- Be the portfolio's #1 cheerleader - bringing energy, belief, and bold ambition
- Drive innovation and experimentation-test and learn, iterate, and scale what works
- Are dedicated to consumer understanding-fueling the creation of brands that matter
- Make ideas happen-powerful decks alone won't get the job done
- Stay optimistic and solutions-focused in the face of ambiguity or change
- Set the standard for performance, pace, and passion
Strategy
- Set a bold, long-term vision for the portfolio
- Build and manage brand architecture that aligns with the broader Diageo strategy
- Lead and influence annual MBP development
- Define brand positioning, purpose, and target audiences with clarity
- Leverage Diageo's data ecosystem to drive smart, actionable decisions
- Effectively juggle multiple priorities and projects in a fast-paced environment
Creative
- Lead the development of breakthrough communications across ATL and BTL
- Apply deep consumer insight to fuel creative excellence and marketing effectiveness
Media
- Lead media investments with an Return On Investment and innovation mindset
- Bring in-culture thinking to every media decision-understanding how Canadians connect today
Commercial
- Have commercial acumen that builds trust and alignment with regional trade teams
- Interpret performance with clarity, framing the "so what" and next steps
Manage People for Success
- A motivating, collaborative leader who knows how to influence across teams
- Experienced in developing and mentoring junior talent
- Builds strong internal networks and champions others' success
Soft Skills
- Welcomes different working styles, cultural backgrounds, and perspectives
- Thrives in team-first environments
- Builds bridges, not walls, across departments and disciplines
- Leads with purpose-embodying our ambition to Celebrate Life, Every Day, Everywhere
- Contributes to our bold ambition to grow Canada and reshape the industry
Experience/skills required:
- Undergraduate degree in Business or Communications
- 6-10 years in a brand management role
- Prior experience in beverage alcohol or another highly regulated category is an asset
- Track record of managing and developing high-performing teams
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 the next level 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.
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