Job Description :
Senior Brand Manager – Whisky and Liqueurs
About Us
Scotch is Diageo’s #1 global priority. As the undisputed leader in Scotch Whisky in Australia, holding a commanding 50% market share and representing one-third of Diageo Australia’s net sales, we are uniquely positioned to drive growth. We now have a compelling opportunity to expand our leadership beyond Scotch into the broader Whisk(e)y category—including Bourbon, Canadian, Irish, Japanese, and Australian whiskies—by leveraging Diageo’s unparalleled global portfolio and pioneering innovation into new white spaces. Our ambition is to shape the future of the category and grow our share of total Whisk(e)y significantly over the next five years.
Johnnie Walker Black Label remains the #1 blended Scotch in the market, but faces the challenge of reinforcing brand meaning and recruiting consumers at scale to maintain and grow share amidst an increasingly dynamic and aggressive competitive landscape. Equally, we must elevate Johnnie Walker Blue Label to gain fair share of the luxury and prestige 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. Our portfolio also features iconic local and global brands including Dimple, J&B, Bells, Crown Royal, and Bulleit Bourbon—each a key contributor to our overall performance and market share ambitions.
Your Role
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.
Key Responsibilities
* Lead the 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 pipeline delivery aligns with consumer insights and market trends
* Manage the relationship with Johnnie Walker Global Brand Team (GBT) to ensure alignment and leverage global best practices
Performance Management
* Lead brand performance management (BPM) and performance measurement reviews (PMR) across the entire whisky portfolio
* Use data-driven insights to optimize brand health, penetration, and growth trajectories
Execution & Delivery
* Own the day-to-day management of the broader whisky portfolio, including Bourbon, flavoured whiskies, and international variants
* Lead Joint Business Planning (JBP) with customers, managing range reviews, customer presentations, and collaboration to maximize sales and distribution
* Oversee measurement and evaluation (M&E) of all owned marketing activities to ensure ROI and continuous improvement
What We’re Looking For in You
* Proven experience in a senior brand management role within the spirits or FMCG sector, ideally with a focus on whisky or premium adult beverages
* Strong strategic mindset with a track record of delivering growth through innovative brand plans and customer-led execution
* Commercially astute, able to translate market insights and consumer trends into actionable plans and measurable business impact
* Exceptional collaboration skills to influence cross-functional teams, agency partners, and customers
* Passion for the category, with deep knowledge of the whisky market, consumer dynamics, and competitor landscape
* Ability to lead multiple priorities in a fast-paced, dynamic environment while maintaining strong attention to detail and execution excellence
We are committed to fostering an inclusive culture where everyone feels valued and empowered to bring their authentic selves. We embrace diversity in all its forms—including gender, ethnicity, ability, age, sexual orientation, social class, education, experiences, and mindsets—and champion an environment where everyone can thrive.
If you require a reasonable adjustment during the recruitment process, please let us know when submitting your application.
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