Customer Activation & Culture Manager Beer… at Diageo · Madrid

Customer Activation & Culture Manager Beer (Temporary) Location: Madrid, Spain Job Description : About us 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. Our purpose – Celebrating life, every day, everywhere – has a meaningful role in our company, for our people, our diversity, our brands, in how we perform and how we build shared value! About the role *Over 6 months temporary contract due to a family leave* Context & Scope: The Iberia Beer Business Unit manages Diageo’s iconic beer brands—including Guinness, Guinness 0.0%, Hop House 13 and Kilkenny—across Spain, Portugal, the Canary Islands and Gibraltar. The region operates fully through Distributor and Partner networks, requiring strong commercial leadership, exceptional influencing ability, and executional excellence. You will be responsible for creating and delivering market-leading commercial activation, building Joint Business Plans (JBPs), and translating centrally created growth drivers into brilliant in-market execution. You will work closely with Distributors, Diageo Country Manager, and cross-functional teams to unlock growth and maintain consistency with global brand strategy. The role also includes culture driving responsibilities, ensuring Guinness and the wider beer portfolio connect meaningfully with consumer passion points, cultural moments, and influencer networks, in partnership with Global Brand teams, the Beer Hub and Digital teams. Reports To: Country Manager Beer Iberia Market Complexity: Diverse Distributor structures and maturity levels. Variation in legal frameworks, channel dynamics and marketing capabilities across Spain, Portugal, Canaries and Gibraltar. Requires navigating sophisticated Partner organizations and influencing across several collaborator setups. Purpose of the Role: To develop brilliant Growth Plans for Iberia, drive exceptional execution of brand and channel strategies, and elevate commercial performance through strong Distributor collaboration. Additionally, to integrate cultural relevance into brand planning where appropriate—ensuring Guinness and the beer portfolio show up credibly in moments consumers care about. Top Accountabilities: -Core Activation & Commercial Responsibilities Build country-specific strategies and annual activation plans, covering portfolio, channel, and innovation priorities. Adapt centrally developed growth drivers (ex-ATL) for Iberia while safeguarding global brand consistency. Drive executional excellence through clear standards, critical metrics, and highly focused activation across Iberia. Lead measurement & evaluation to supervise performance, identify learning, and enable continuous improvement. Support Quarterly Business Reviews with Distributors and Country Manager to ensure performance delivery and find opportunities. Ensure compliance and governance of all activation in line with Diageo policies. Influence and collaborate efficiently with Distributor teams and internal stakeholders across Marketing, Commercial and Finance. -Culture & Earned Advocacy Responsibilities Support culturally relevant activation ensuring Guinness and beer brands show up authentically in culture. Lead and support our growth activities: especially our sponsorship with EPL and Guinness thought out all the year. Assist in building and maintaining influencer networks for earned-first opportunities. Amplify major cultural or brand tentpole moments across Iberia for maximum reach and consistency. Share cultural insights to strengthen consumer relevance in commercial and activation planning. About you Requirements: Over 6 years of experience in Marketing, Customer Marketing, Commercial or Innovation roles (multi-functional experience preferred). Media / Influencers management is beneficial. Experience in Brewery industry. Experience working with Distributor/Partner models strongly advantageous. Proven track record to operate independently in virtual, cross-market teams. Proficient in English - Spanish is beneficial. Available to travel across Iberia (approx. 8–12 trips per year depending on needs). Functional Capabilities: Commercial Planning: Leads development of 12-month JBPs rooted in brand strategy, market insight and commercial standards. Execution & Activity Planning: Owns cross-functional activity calendars ensuring timely, effective deployment. Commercial Competence: Understands value pools and uses insights to build Distributor, Customer and Diageo value. Leadership Capabilities: Be Authentic: Builds trust and demonstrates integrity. Develop the Conditions for People to Succeed: Drives alignment, partnership and effective performance through Distributor networks. Deliver Extraordinary Performance: Shows accountability, prioritization and passion for consistent, extraordinary execution. Working with Us 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. Rewards & Benefits Statement: We recognise and value performance, offering our people a highly competitive Rewards and Benefits package including (among others): Modern work-life balance policies and wellbeing activities. Employee Assistance Programme (Vivofácil). Wellhub (Gympass). Incentive plan that rewards you for delivering excellent performance. Our product discounts. Health insurance. Life and accident insurance coverage. Industry leading functional and leadership capability trainings. 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, mentalities, 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 new heights 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 reflect this information when you submit your application. 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. Worker Type : Regular Primary Location: Madrid Additional Locations : Job Posting Start Date : 2026-05-12