Culture & Entertainment Manager - Amsterdam

Job Title: Culture & Entertainment Manager

Location: Amsterdam

About the role

The Culture & Entertainment Manager plays a key role in bringing Diageo’s brands to life in culture through locally resonant partnerships, experiences, and media activations. Sitting within the in-market marketing team in BxN, this role reports to the local Head of Marketing.

This role is execution-focused, responsible for activating cultural programs and partnerships at the local level. It supports brand teams in delivering impactful, insight-led cultural touchpoints across music, entertainment, influencers, media, nightlife, and community spaces. The Culture & Entertainment Manager will act as the in-market point person for executing and adapting culture plans that connect with consumers, fuel relevance and drive business growth.

Key responsibilities

• Cultural Activation Execution – Bring to life global and regional culture strategies through local market execution, tailoring programs for cultural relevance and business impact.

• Influencer & Partner Management – Identify, brief, and manage local influencers, entertainers, and media partners that elevate brand experiences and align with Diageo’s values.

• Brand & Category Support – Collaborate with brand and commercial teams to ensure cultural activations support portfolio priorities, recruit new consumers, and enhance brand love.

• Event & Experience Delivery – Manage and execute local brand experiences, events, sponsorships, and activations that put our brands at the heart of culture.

• Agency Collaboration – Work closely with creative, media, and experiential agencies to ensure brilliant local execution of cultural programs and content.

Key Deliverables

• In-Market Cultural Programming – Deliver high-quality, locally relevant brand experiences aligned with the cluster-wide culture strategy.

• Influencer & Talent Activation – Build and manage local influencer relationships and ensure authentic and effective ambassador programs.

• Partnerships & Sponsorships – Execute partnerships with local music, nightlife, and cultural organisations to embed Diageo brands in the heart of culture.

• Content & Media Amplification – Support amplification of cultural programs through social and digital media in collaboration with the media team.

• Budget Execution & ROI Tracking – Manage local budgets for cultural programs and ensure timely delivery, efficiency, and performance tracking.

Skills & Capabilities

• Strong understanding of local cultural trends, scenes, and influencers

• Experience in marketing activation, brand experiences, or partnerships

• Strong project and event management skills

• Relationship-building with external partners (e.g. venues, talent, agencies)

• Comfortable working with creative and media agencies to drive execution

• Budget management and performance tracking at the local level

Mindsets & Behaviours

• Culturally Curious: Passionate about local culture, from music and nightlife to digital creators and community movements.

• Execution-Focused: Driven to deliver high-impact activations that resonate with consumers and contribute to brand and business growth.

• Collaborative Executor: Works effectively with brand teams, agencies, and partners to make culture plans real on the ground.

• Externally curious of Brands and Culture: Sees opportunities for brands to earn attention, relevance, and love in the cultural fabric of the market.

• Encouragement Follower & Contributor: Takes mentorship anencouragementon from the regional culture strategy and brings fresh, local insight back.

Flexible Working Statement:

Flexibility is key to our success. From part-time and compressed hours to different locations, our people work flexibly in ways to suit them. Talk to us about what flexibility means to you so that you’re supported 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, 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!