VP, Brands In Culture, NAM

Diageo
New York
Workplace: OnsiteFull timeUSD 195,000 - 325,000Function: Marketing & GrowthExperience: 15-20 yearsSkills: ["Leadership","Commercial acumen","Communication","Negotiation","Data-driven decision-making"]

Lead regional strategy and execution for Brands in Culture, building a scalable cultural marketing ecosystem that turns brand strategy into resonant programs. Own budgets, agency and partner spend, and marketing effectiveness KPIs across social & influencer, public relations, sponsorships & partnerships, branded entertainment, and experiential events—driving reach, engagement, share of voice, and incremental business growth with strong governance and compliance.

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Diageo
Diageo
3 days ago

VP, Brands In Culture, NAM

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Job Summary

Lead regional strategy and execution for Brands in Culture, building a scalable cultural marketing ecosystem that turns brand strategy into resonant programs. Own budgets, agency and partner spend, and marketing effectiveness KPIs across social & influencer, public relations, sponsorships & partnerships, branded entertainment, and experiential events—driving reach, engagement, share of voice, and incremental business growth with strong governance and compliance.
Location: New York
Workplace: Onsite
Employment Type: Full time
Job Function: Marketing & Growth
Seniority: Sr. Director level

Key Responsibilities

  • •Develop and lead the regional cultural marketing strategy across the brand portfolio, including culturally resonant activation plans and annual cultural calendars.
  • •Lead social & influencer marketing, creator programs, and community engagement practices, ensuring effective paid amplification and influencer efficiency.
  • •Drive branded entertainment & integration, including negotiations with rights holders and translating entertainment investments into measurable outcomes.
  • •Own NAM sponsorship, strategic partnership strategy, measurement frameworks, and cross-functional integration with content, PR, social, influencer, and media.
  • •Build and lead a high-performing organization across specialists (social, influencer, PR, partnerships, entertainment, experiential) while ensuring governance, compliance, budgets, and KPI delivery.

Pay and Benefits

Salary: USD 195,000 - 325,000

Key Requirements

  • •15-20+ years in marketing leadership roles, including regional or global cultural marketing programs.
  • •Deep expertise across social, influencer, PR, partnerships, entertainment, sponsorship, and experiential marketing.
  • •Proven track record negotiating and managing high-profile partnerships and cultural properties.
  • •Experience managing large agency ecosystems and investment portfolios, with strong financial and operational management capabilities.
  • •Ability to use data and analysis to monitor and improve performance, including experience with AI solutions.
Experience:15-20 yearsMarketing leadership
Skills:LeadershipCommercial acumenCommunicationNegotiationData-driven decision-making
Tech Stack:AI

Company Brief

Diageo
Global beverage alcohol company producing and distributing spirits, beer, and ready-to-drink beverages. Owns major brands like Johnnie Walker, Smirnoff, Guinness, and Baileys, operating across multiple markets with a broad retail and hospitality presence.
Industry: Food & Beverage
Company Size: Enterprise (1,001+ employees)
Revenue: USD 1B+
Growth: Public Company
Valuation: Public Company (Market Cap in USD)
Funding: IPO / Publicly Listed
Headquarters: London, United Kingdom
Founded: 1997
WebsiteLinkedIn