Senior Brand Manager for Whisky and Liqueurs
Diageo's Scotch whisky is a leading brand in the Australian market, commanding a 50% share. We aim to expand our presence beyond Scotch into the broader whisk(e)y category by leveraging Diageo's global portfolio and innovation. Our goal is to shape the future of the category and grow our share significantly over five years.
Johnnie Walker Black Label remains the #1 blended Scotch in the market, but faces challenges in reinforcing brand meaning and recruiting consumers at scale. Equally, we must elevate Johnnie Walker Blue Label to gain fair share of the luxury segment.
Single Malts account for 20% of Diageo's Scotch portfolio and represent one of the fastest-growing liquor segments. With aspirational brands like The Singleton, Talisker, and Lagavulin, you will lead the next phase of growth and accelerate market share gains in this vibrant category.
As Senior Brand Manager, you will take ownership of the whisky and liqueurs portfolio, driving strategic brand development, building equity, and ensuring impactful customer activation that delivers strong commercial results. This is a leadership role requiring a blend of strategic thinking, commercial acumen, and hands-on execution.
* Lead whisk(e)y Market-Based Planning (MBP) and Connections Planning to deliver integrated brand strategies aligned with business objectives
* Develop and execute portfolio strategies across Scotch and American Whisk(e)y, including pricing, brand architecture, and allocation decisions
* Define and champion the innovation pipeline to ensure delivery aligns with consumer insights and market trends
* Manage relationships with key stakeholders to ensure alignment and leverage best practices
* Lead performance management and measurement reviews across the entire whisky portfolio
* Use data-driven insights to optimize brand health, penetration, and growth trajectories
* Oversee day-to-day management of the broader whisky portfolio, including Bourbon, flavoured whiskies, and international variants
* Lead joint business planning with customers to maximize sales and distribution
* Ensure effective measurement and evaluation of owned marketing activities to drive ROI and continuous improvement
We are committed to fostering an inclusive culture where everyone feels valued and empowered to bring their authentic selves. We value diversity in all its forms and strive for an environment where everyone can thrive.