Strategic Marketing Initiatives Head

Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. With over 200 brands in 180 countries and a global network of entrepreneurial individuals, our teams blend a diverse range of experience, knowledge and skills. We connect customers and consumers to our iconic products and create innovative experiences that bring people together to celebrate life. 

Role Profile: Strategic Marketing Initiatives Head
 

Business Context

Diageo Mexico has kicked off our long term mission in which the market will transform its growth to be one of breakout markets for Diageo globally. Central to this mission is putting the consumer at the heart of our everyday work and especially our future planning initiatives. To craft the future of the TBA industry in Mexico, we need to enable big creativity and match it with excellence to get ahead of current challenges.

Purpose of Role

• Lead high-impact initiatives within the sports platform, providing end-to-end strategic and operational leadership across multiple markets. Partner closely with regional and key global team members to develop integrated toolkits that enable consistent, high-quality execution.

• Spearhead the launch of responsible consumption platform across Latin America, setting the strategic direction in collaboration with local and global teams, and delivering a tailored, market-specific marketing plan.

• Develop and implement a strategic roadmap for marketing transformation in Mexico, introducing a new investment model and building team capabilities aligned with long-term business growth.

• Oversee multi-brand experiential platforms in collaboration with the central marketing team, including shopper engagement, new consumption formats, and third-space activations at major cultural events—driving recruitment and share growth.

The ideal leader will be someone who is a self-starter and is enthusiastic about inspiring change, who has methodology and operational skills to ensure our impact is real and balanced, who approaches challenges with curiosity and creativity, and who enjoys working across teams to get things done.

Required Experience & Qualifications:

• 7+ years of marketing leadership experience, with a strong background in strategic project management and cross-functional execution.
• 3–5 years in sports, entertainment, or passion point marketing, with confirmed success in activations, sponsorships, or branded experiences.
• Experience leading multi-market initiatives and navigating matrixed global and regional organizations.
• Demonstrated ability to build coordinated marketing toolkits or scalable frameworks that support in-market activation.
• Passionate marketing leadership, with experience managing platforms tied to corporate social responsibility or behavior change.
• Track record in marketing transformation, capability building, or operating model redesign.
• Business and financial competence, including budget management and investment modeling.
• Proficiency in English and Spanish is required; understanding of Latin American culture and business dynamics, particularly Mexico.
• Bachelor’s degree in Marketing, Business, or related field (Master’s preferred).

Key Competencies:

• Critical Thinking
• Project Management
• Innovation & Agility
• Influence Without Authority
• Cultural Intelligence
• Results Orientation
• Consumer-Centricity
• Change Leadership

Flexibility

This is key to success in our business and many of our staff work flexibly in many different ways. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.

Diversity statement

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexible Working Statement:

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to handle 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, approaches, 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. 

If you require a reasonable adjustment, please ensure that you collect this information when you submit your application.