Head of Culture & Partnerships, APAC (Social, Influencers, Brands in Culture)

Head of Culture & Partnerships, APAC (Social, Influencers, Brand in Culture)

About us

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.

Join us and play your part in making life’s moments mean a little more.

Join our Marketing Team

Marketing is where our brands show up in culture and stay there.

This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.

From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.

You’ll be part of a team that’s curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.

About this role

In the Marketing Operations & MarTech (MOM) team, we establish the tools, capabilities, processes and ways of working that enable Diageo marketers to drive growth and competitive advantage. This includes making our brands relevant in culture and ensuring that cultural programs reach consumers at scale, and transforming Diageo’s approach to social media to be fit for purpose in an increasingly social-first marketing environment.

The Head of Culture & Partnerships, APAC is accountable for the translation of global direction into culturally relevant regional execution, management of regional and priority local “jewel” social media handles, delivery of best-in-class always-on and campaign-based content, and integration of influencer and creator activation with a connected cultural marketing ecosystem that turns brand strategy into culturally resonant programs with earned media moments and scaled amplification.

This is a hands-on role for someone who combines strategic thinking with the instincts of a cultural strategist, creativity of a brand builder, discipline of an operator, and the commercial mindset of a growth leader. You will report to the regional Marketing Operations & MarTech Director in APAC within the global MOM function, and partner closely with the Global MOM, Category and Brand teams.

You will be responsible for:

• Accountability for the social transformation agenda in the APAC region, aligned to the new Diageo global operating model, including planning, management, governance and hands-on execution within the Culture and Partnerships portfolio.
• Localization of blueprints for global campaigns, ensuring that consumer and cultural insights and performance data are integrated into the global program development.
• Review and coordination of local briefs to ensure alignment with global strategy and priorities, and amplification of business impact by identifying and scaling potentially high-impact local programs across the region.
• Creation of unified cultural activation plans across channels through seamless integration with Content, Media, Consumer Planning, Commercial, and Category & Brand Teams, and elimination of siloed planning and execution.
• Stewardship of the agency ecosystem to deliver on the agreed outcomes, including but not limited to community management of owned social media channels, scheduling and publishing of partnered and organic content, active social listening for proactive identification of highly relevant, engaged trends, topics and responses.
• Oversight of activation and content calendars, ensuring seamless integration of global content and talent activations as well as any local PR, experiential and shopper activations into the regional calendar across all relevant brands and markets.
• Governance and compliance, ensuring that all activations meet responsible marketing principles, legal and regulatory directives, and strict brand standards.
• Consistent adoption of approved tools, processes, and measurement methodologies.

The required qualifications for this role are:

• 8+ years’ experience with proven success in leading in social media, influencer marketing or cultural activations across multiple markets.
• Strategic thinker with a consumer-first mindset and strong operational ability to translate brand and campaign objectives into impactful social and creator strategies.
• Demonstrated ability in leading agency ecosystems and outsourced delivery models to deliver best-in-class brand in culture work across platforms.
• Deep expertise in social platforms (e.g., Instagram, TikTok, YouTube, Facebook, emerging channels) and content ecosystems; additional knowledge of influencer marketing platforms and talent management is ideal.
• Strong understanding of paid social amplification, social analytics, integrated measurement frameworks and performance optimization.
• Committed to responsible marketing and brand integrity, with strong grounding in brand safety, influencer compliance and responsible marketing standards.
• Skilled at leading through complexity, enabling both regional consistency and local relevance with strong stakeholder management and influencing skills within complex, matrixed organizations with cross-functional collaboration.

Working with Us

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.

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity.

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

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.