Diageo Reserve Marketing Lead - Emerging Southeast Asia in George Street, Singapore




Reporting Location:

George Street





Type of Job:


External Job Description:

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories, trading in more than 180 markets around the world. We’re a young company born from an incredible entrepreneurial legacy. The success of Guinness, Smirnoff, Johnnie Walker, Tanqueray and many more, over hundreds of years, led to the formation of our company in 1997.

Our South East Asia (SEA) market has the ambition to be the respected scale premium total beverage alcohol player, with undisputed leadership in Reserve, strong growth in our premium core brands, new products executed at scale and an advantaged route to consumer.

As part of the SEA market, our Emerging Southeast Asia & Joint Venture (ESEA &JVs) team spans a range of emerging SEA countries in which Diageo operates through a mixture of business models; joint-ventures (JV), associates and primary/secondary distribution models sometimes supported by in-market Representative Offices – covering both spirits and beer. Varying levels of market development across Singapore, Malaysia, Sri Lanka, Guam, Mongolia, Nepal, Laos and, Cambodia make for a volatile macro, micro and compliance environment. Significant non-organic growth is being planned targeting new mainstream and High Net-worth Individual (HNI) opportunities in multiple markets.

Driving growth of Reserve in every market is a key pillar to achieve Diageo's performance ambition. We see a strong opportunity to unlock performance of the Reserve and Johnnie Walker Super Deluxe portfolio across ESEA&JV with the biggest opportunities existing in Malaysia and Singapore.

As the Reserve Marketing Lead, you will play a key role in driving this agenda across the region by uncovering growth opportunities, building the vision, developing growth drivers and engaging the customer marketing teams to bring these initiatives to life in the trade. You will be the key connector between Global Brand Teams, Innovation teams and Customer Marketing Teams, acting as a brand custodian and creating possibilities for growth.

If you demonstrate high levels of ownership and enjoys being entrepreneurial, innovation and strategic, this role is made for you!

Your role across the Prestige Sales Business Unit, Singapore & Malaysia Domestic Market and the Wider Emerging SEA markets:

  • Create a sustainable 5-year strategy for the newly created Prestige Sales Business.

  • Have full ownership of the planning process – from insight generation, growth driver development, budget setting, selection of innovation pipeline, development of 12-month activity calendars to engagement of commercial teams across the business units.

  • Lead the creation of breakthrough marketing campaigns and platforms for the various business unit (e.g. with the goal of re-recruit HNIs into our Prestige Portfolio, consumers into The Singleton, Mortlach, etc.) and deliver best in class growth drivers.

  • Become the expert for Reserve and JW SDLX variants, uncovering specific growth with a focus on JW Platinum, JW Blue Label and the Classic Malts portfolio.Lead the Innovation agenda – responsible to build a solid innovation pipeline which includes Global as well as Local innovations.

  • Full ownership of budget, execution and measurement & evaluation to deliver against volume and value targets amongst other KPIs.

To be successful, you must be highly skilled in influencing diverse stakeholders, both internally and externally, to develop the above plans, secure buy-in and inspiring them on the plan. You must also be comfortable working in an entrepreneurial and ambiguous environment, and be able to adapt quickly to changing situations.

External Job Title:

Reserve Marketing Lead - Emerging Southeast Asia