Role Purpose

Lead the end-to-end regional social and influencer strategy, execution and optimisation for an spaa specificecific category (to be defined) , driving brand growth, cultural relevance and consumer engagement across social and creator ecosystems.

This role is accountable for managing Regional and priority Local “Jewel” social handles, delivering best-in-class always-on and campaign-based content, and ensuring influencer and creator activation is fully integrated, amplified and optimised within Connected Reach plans.

Acts as the regional centre of excellence for social and influencer marketing, elevating creative impact, community engagement and platform innovation across markets.

Key Responsibilities

Strategy & Planning

• Own the development and deployment of regional social and influencer strategies aligned to category priorities, brand positioning and Connected Reach frameworks.

• Translate integrated campaign strategies into social-first and creator-led approaches that maximise cultural relevance and engagement.

• Define the role of social and influencers within the full-funnel ecosystem, ensuring alignment with Paid, Retail Media and broader marketing activity.

Content & Channel Management

• Lead management of Regional and Local Jewel social handles, ensuring consistent, high-quality execution aligned with brand guidelines and platform best practices.

• Oversee development and delivery of robust content calendars, balancing always-on content with campaign bursts.

• Ensure content is optimised for platform performance, audience engagement and relevance across markets.

• Drive innovation in content formats, leveraging new platform features, trends and emerging behaviours.

Community & Engagement

• Own community management strategy and execution, ensuring timely, authentic and on-brand interaction with consumers.

• Build and maintain strong brand communities, driving engagement, advocacy and loyalty.

• Define escalation frameworks and governance for community management, including crisis handling and reputational risk mitigation.

Influencer & Creator Activation

• Lead regional influencer and creator strategy, identifying priority talent, platforms and partnerships.

• Oversee end-to-end creator activation, from briefing and contracting through to execution and performance optimisation.

• Ensure influencer programmes are integrated into wider campaigns and aligned to brand objectives and audience strategies.

• Drive long-term creator partnerships to build brand equity and sustained engagement.

Integration & Amplification

• Ensure social and influencer content is fully integrated into Connected Reach plans and effectively amplified through Paid and Retail Media channels.

• Collaborate with Media Planning & Activation teams to maximise reach, efficiency and effectiveness of content distribution.

• Ensure alignment between organic and paid social to deliver cohesive and high-performing campaigns.

Performance & Optimisation

• Define and track key social, content and influencer KPIs, including engagement, reach, sentiment, brand lift and conversion impact.

• Continuously optimise content, community and creator strategies based on data, insights and performance trends.

• Lead a test-and-learn agenda across formats, platforms, creators and content strategies.

Data, Tools & Innovation

• Drive adoption of social listening, audience insight and content optimisation tools to inform decision making.

• Leverage AI-enabled content development, personalisation and performance optimisation to improve efficiency and effectiveness.

• Stay ahead of platform evolution, cultural trends and emerging technologies to maintain competitive advantage.

Governance & Compliance

• Act as the regional standard bearer for responsible social and influencer marketing, ensuring compliance with the Diageo Marketing Code (DMC), influencer disclosure regulations, platform policies, data privacy and brand safety standards.

• Ensure all content and partnerships adhere to legal, ethical and reputational guidelines.

Stakeholder & Agency Leadership

• Lead and influence cross-functional stakeholders including brand teams, media teams, PR, legal and in-market teams.

• Manage and elevate agency and partner performance across social, content and influencer disciplines.

• Collaborate with the Scaled Reach team and wider regional hub to deliver integrated, high-impact marketing communications.

Commercial Accountability

• Accountable for delivering social and influencer contribution to brand growth, including engagement quality, brand equity, and measurable impact on campaign performance and ROI.

Qualifications & Leadership

Experience

• 8+ years’ experience in social media, content, influencer marketing or digital marketing, with a proven track record across multiple markets.

• Strong experience managing brand social channels and delivering high-impact content strategies.

• Proven success in influencer and creator marketing, including talent partnerships and integrated campaign execution.

• Experience operating within complex, matrixed organisations with cross-functional collaboration.

• Demonstrated ability to lead agencies and partners to deliver best-in-class social and creator work.

Technical Skills & Knowledge

• Deep expertise in social platforms (e.g., Instagram, TikTok, YouTube, Facebook, emerging channels) and content ecosystems.

• Strong understanding of social analytics, measurement frameworks and performance optimisation.

• Knowledge of influencer marketing platforms, talent management and content production processes.

• Familiarity with paid social amplification, social listening and audience insight tools.

• Strong grounding in brand safety, influencer compliance and responsible marketing standards.

Leadership & Capability

• Strategic thinker with the ability to translate brand and campaign objectives into impactful social and creator strategies.

• Strong stakeholder management and influencing skills across markets and functions.

• Ability to balance creativity with data-driven decision making.

• Skilled at leading through complexity, enabling both regional consistency and local relevance.

Key Behaviours

• Highly creative with a strong instinct for culture, trends and storytelling.

• Consumer-first mindset with a passion for building engaging and meaningful brand experiences.

• Data-driven and performance-focused, continuously optimising for impact.

• Collaborative, agile and proactive in a fast-moving social and media landscape.

• Committed to responsible marketing and brand integrity.