Senior Brand Manager - Tequila Global Travel Retail
Location: London
Function: Marketing - Global Travel Retail
About Global Travel at Diageo: Global Travel (GT) at Diageo is one of the most dynamic and fast-evolving markets in the world, engaging with over 1.9 billion international travellers every year. Operating across 19 countries and 29+ nationalities, we are a truly international, entrepreneurial, and agile business.
The Opportunity
Tequila is one of the biggest growth bets in Global Travel—and this role sits at the heart of that ambition. With Don Julio already the #1 Tequila brand in Global Travel (value) and Casamigos accelerating globally, we are shaping the future of the category through luxury, culture‑first brand building, and breakthrough consumer experiences. The Senior Brand Manager – Tequila will lead the global strategy and execution of our Tequila portfolio, playing a pivotal role in scaling the category beyond the Americas and unlocking growth across key regions. This is a high‑impact, high‑visibility role, combining global brand strategy, innovation, luxury retail execution, and world‑class partnerships.
Key Responsibilities
- Lead the Global Travel Tequila strategy and brand plans, ensuring sustained market share growth and premiumisation.
- Drive Don Julio and Casamigos growth, with a strong focus on luxury and recruitment.
- Champion the globalisation of Tequila, accelerating development across APAC, MENA, and beyond.
- Lead the F28 Marketing Business Plan (MBP) development in partnership with Global Brand Teams (GBT).
- Shape future growth drivers and contribute to a strong innovation pipeline.
- Translate global strategies into impactful Global Travel executions.
- Run best‑in‑class execution of the new Don Julio playbook (DJ Hacienda) through our agencies and our customer marketing team, evaluate performance and adapt tools accordingly.
- Lead Personalisation Conscious Create Team (CCT) workstream with the Don Julio GBT to deliver best‑in‑class retail experiences, with rollout across priority locations.
- Deliver standout campaigns building on recent successes (e.g., Don Julio 1942 x Pacha, Día de los Muertos, Peggy Gou, “This Summer We Paloma”) with a focus on innovation launches (small formats, 1942 GTX, Ultima Reserva).
- Lead connection planning and media strategy, including major global moments.
- Deliver 360° consumer engagement across retail, digital, and experiential touchpoints.
- Work cross‑functionally with customer marketing, commercial, finance, supply chain, and legal teams to ensure flawless execution.
- Build strong partnerships with Global Brand Teams and regional stakeholders.
What You’ll Deliver
- Market‑leading brand plans that outpace competition.
- Breakthrough luxury and retail activations across global touchpoints.
- Strong commercial performance and share growth.
- Best‑in‑class consumer and shopper experiences in Global Travel.
- A future‑ready Tequila category pipeline.
What You Bring
- Significant experience in marketing roles (brand, consumer, shopper, innovation or luxury).
- Proven ability to deliver impactful global or regional brand strategies.
- Strong commercial acumen and a “GM mindset.”
- Ability to translate insights into winning strategies.
- Experience navigating complex, fast‑paced, and highly collaborative environments.
- A track record of leading projects end‑to‑end with excellence.
- Passion for culture‑driven marketing and premium brands.
Why Join Us
- Work on one of Diageo’s most exciting and fastest‑growing categories.
- Be part of a truly global, diverse, and entrepreneurial team.
- Lead iconic brands with strong cultural relevance.
- Shape the future of luxury in Global Travel Retail.
- Grow your career in a high‑visibility role with real impact.
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