Diageo

Manager, Social & Influencer

Diageo • $110K — $130K *
New York, NY 10025In-Person
Media
8 - 10 years of experience
Today
Be an Early Applicant
Job Overview by Ladders

Qualifications

  • 8+ years in social media, digital marketing, or creator marketing across diverse markets
  • Strong expertise in developing social strategies and platform-native content
  • Demonstrated experience managing creator portfolios and partnerships
  • In-depth knowledge of social platform behaviors and community dynamics
  • Ability to link social activities to brand outcomes through effective measurements

Responsibilities

  • Translate and implement global social strategies regionally
  • Set channel strategies for local priority brands
  • Identify cultural opportunities to enhance relevance and participation
  • Guide agencies on executing distinct platform-native content
  • Shape the creator portfolio and engage creators in the strategic process
  • Integrate organic and paid content into brand campaigns
  • Lead governance and compliance in social influencer marketing

Benefits

  • Opportunity to lead and innovate in a dynamic regional role
  • Work with global and local brand teams on high-profile campaigns
  • Engage with diverse creator ecosystems and communities
  • Utilize advanced AI and automation for enhanced content performance
  • Flexibility and collaboration in cross-functional teams
Full Job Description
Job Description :
Regional Social, Creator & Influencer Manager - Category / Portfolio Aligned

Level: L5A

Number of Roles: 3

Categories:
  • Tequila & Vodka (1)
  • Gin, Rum, Liqueurs, Non-Alcohol (1)
  • Guinness (1)

Role Purpose

Lead the regional social, creator and influencer agenda for [category / portfolio], translating global direction into culturally relevant regional execution and setting the strategy for Regional and priority Local Jewel brands.

The role will lead agencies and cross-functional partners to deliver distinctive social-first content, creator partnerships and integrated organic and paid-social activity.

Key Responsibilities
Social & Creator Strategy
  • For global brands, translate and deploy global social and creator strategies across the region, feeding market insight and performance learning back into future planning.
  • For Regional and priority Local Jewel brands, set the social, creator and channel strategy aligned to brand priorities and Connected Reach plans.
  • Define the role of organic social, creators, community and paid amplification across the consumer journey.
  • Identify cultural, audience and platform opportunities that can strengthen relevance, participation and demand.
Content, Creators and Community
  • Set category-level channel and content priorities, guiding agencies and local brand teams to distinctive, platform-native execution.
  • Shape the category creator portfolio and partner strategy, including the role of different creator cohorts, long-term relationships and paid amplification.
  • Bring creators into strategy and creative development early enough to influence credible, social-native ideas.
  • Use community conversations, social listening and search behavior to inform content, planning and consumer/occasion insights.
  • Ensure agencies deliver timely, responsible community engagement and escalation.


Integration, Amplification and Performance
  • Ensure organic social and creator content is integrated into Connected Reach and broader local brand plans, with the formats, variants and rights needed for amplification.
  • Jointly shape social and creator investment priorities (eg. content amplification, partnership ads, testing priorities and creative refresh cadence) with Media team.
  • Establish a connected learning loop across organic, creator and paid social so performance informs future content, creator and investment decisions.
  • Translate global measurement frameworks into category KPIs, agency scorecard and test-and-learn priorities.
  • Drive consistent use of approved social, creator and measurement platforms/tools to monitor performance and identify key consumer, category and occasion insights.
  • Champion AI and automation that improve insight, content efficiency, discoverability and performance.

Agency, Governance, Compliance and Stakeholder/Agency Leadership
  • Influence and align cross-functional stakeholders across Brand, Media, Consumer Planning, PR, Legal, Corporate Relations, Customer Marketing and in-market teams around the category social and creator agenda.
  • Lead agency and partner performance across social, content, community and creator disciplines through clear priorities, briefs, standards, scorecards and outcome expectations.
  • Improve cost efficiency, compliance and execution quality by simplifying and standardizing the social and creator ecosystem across agencies, tools, workflows and partnership models.
  • 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 regional adherence to the global standards and frameworks, including how creators/influencers are vetted and approved.

Qualifications & Leadership
Experience
  • 8+ years' experience in social media, creator marketing, content, community or digital marketing, ideally across brands and multiple markets.
  • Strong experience developing brand or category social strategies and directing platform-native content.
  • Proven experience shaping creator portfolios and partnerships, including briefing, rights, paid amplification and performance evaluation.
  • Strong understanding of social platforms, creator ecosystems, community behaviors, social search and paid-social integration.
  • Experience connecting social and creator activity to brand and commercial outcomes through measurement and experimentation.
  • Demonstrated ability to lead agencies and influence senior stakeholders in a complex, matrixed organization.

Technical Skills & Knowledge
  • Deep understanding of social and creator ecosystems, including platform cultures, recommendation and discovery mechanics, content formats, creator economics and community behaviors.
  • Strong understanding of social and creator measurement, including attention, audience quality, brand lift, content effectiveness, experimentation and performance optimization.
  • Working knowledge of creator platforms, talent management, production processes, contracting, licensing, disclosure, exclusivity and content usage rights., supported by Legal, Procurement and agency specialists.
  • Strong working knowledge of paid social and creator amplification, partnership ads, creative testing, social listening, social search and audience-insight tools.
  • Strong grounding in brand safety, influencer compliance and responsible marketing standards.

Leadership Profile
  • Strategic, culturally attuned and consumer-focused.
  • Strong creative judgment balanced with data-driven decision-making.
  • Able to prioritize across a broad portfolio and lead through influence rather than formal authority.
  • Collaborative, agile and comfortable making decisions at pace in a regulated environment.

Success Measures
  • Improve cost efficiency, agency performance and execution quality (incl compliance) by simplifying and standardizing the social and creator ecosystem across agencies, tools, workflows and partnership models.
  • Stronger social-first content effectiveness and improved creator investment effectiveness and audience fit.
  • Greater integration of organic, creator and paid social planning.
  • Faster application of cultural and performance learning.
  • Full compliance with responsible marketing, disclosure, privacy and brand safety standards.
  • Demonstrate improvements in speed, cost, quality or performance through responsible use of approved AI and automation capabilities.
  • Strong agency and creator partner performance against agreed quality, commercial and outcome standards in partnership with the category team.
  • 100% compliance with DMC, age-affirmation requirements, influencer regulations, data privacy and brand safety standards.


Worker Type :
Regular

Primary Location:
3WTC

Additional Locations :

Job Posting Start Date :
2026-07-28

About Diageo

Diageo is a British multinational alcoholic beverages company, with its headquarters in London, England. It is the world's largest producer of spirits and a major producer of beer and wine. Diageo's brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. The company was formed in 1997 from the merger of Guinness and Grand Metropolitan. Diageo has operations in more than 180 countries and employs around 27,000 people.
Learn more about Diageo
Size
27,783 employees
Market Cap
$100.2 billion
Industry
Food & Beverages
Net Income
$1.1 billion
5 Year Trend
+5.1%
Revenue
$11.4 billion
NASDAQ
DEO
* Ladders Estimates

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