Description

Job Title: Head of Johnnie Walker

Location: Amsterdam

About us

Diageo is the world's leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose - Celebrating life, every day, everywhere - has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value.

About the role

As a Head of Johnnie Walker for Central & Eastern Europe (CEE), you will lead brand strategy execution and campaign development across a dynamic portfolio of 30+ distributor-led markets. Reporting to the Head of Whisky & Malts (CEE) and working closely with the CEE Marketing Centre of Excellence (COE), you will act as a senior brand custodian - driving equity, cultural relevance, and commercial performance while enabling flawless execution through distributor partners. You'll play a key role in integrating global strategies with in-market realities, while influencing senior stakeholders, leading cross-functional teams, and guiding agency partners across the region.

Key Responsibilities

• Drive Regional Brand Leadership Translate global brand strategies into compelling, culturally nuanced, and commercially viable regional brand plans across multiple CEE markets.
• Own Full Brand P&L & Commercial Strategy Partner with commercial and revenue growth teams to shape pricing, promotion, mix and investment strategies that deliver on annual operating plan targets and long-term brand growth.
• Lead Campaign Development & Execution Own the end-to-end process of campaign localisation, toolkit development, and cross-market deployment - ensuring creative excellence, digital fluency, and omnichannel reach.
• Champion Market Enablement & Performance Act as a critical bridge between the CEE COE and in-market execution teams, empowering distributor partners with the right assets, tools, and guidance while driving agile learning loops and feedback integration.
• Influence Culture, Media & Digital Strategy Co-lead regional cultural and digital brand-building initiatives in close partnership with the Head of Media, the Culture & Entertainment Manager, and agency teams, constantly innovating how brands show up and grow.

Key Deliverables

• Regional Brand Plan Deployment Deliver insight-led brand plans that are aligned to global strategy but tailored for CEE commercial conditions and cultural landscapes - ensuring brand growth across equity and performance metrics.
• Brand P&L & Investment Ownership Manage brand financials across the region, driving mix optimisation, pricing strategy, and return on marketing investment in partnership with Commercial, Finance, and Revenue Growth teams.
• Creative Asset Development & Market Enablement Lead development of regional campaigns and creative assets, while adapting global toolkits and enabling execution excellence across multiple distributor markets.
• Cross-Functional Stakeholder Engagement Serve as a senior partner across CEE and global teams, influencing planning cycles, campaign decisions, and innovation priorities with strong market insight and consumer focus.
• Cultural Relevance & Media Partnership Guide innovative brand activation in media, social, digital, and cultural spaces, championing test-and-learn pilots and performance-based creative optimisation.

Skills & Capabilities

• Brand Strategy & Campaign Leadership: Leads development and execution of regional brand strategies and locally resonant campaigns that build equity and deliver results.
• Commercial & P&L Ownership: Drives strategic brand decisions through full ownership of financial levers, ensuring profitable growth across varied markets.
• Digital & Omnichannel Marketing: Crafts integrated digital, social, and omnichannel plans that engage consumers and accelerate performance.
• Creative & Agency Leadership: Oversees agency partnerships to deliver high-impact, insight-led creative that resonates across geographies.
• Stakeholder Management & Influence: Builds strong, trust-based relationships to align internal teams and external partners around a common brand vision.
• Data & Insight-Driven Decision Making: Applies consumer insights and performance analytics to advise strategy, measure impact, and course-correct as needed.

Mindsets & Behaviours

• Ownership & Innovative Mindset: Thinks beyond brand to business impact, aligning across teams and acting on shared goals.
• Boldly Curious: Seeks and applies insight from culture, consumers, and performance data to shape distinctive brand experiences.
• Collaborative Influencer: Builds strong trust across internal teams, agency partners, and distributor networks.
• Outcome-Obsessed: Moves fast, prioritises impact, and holds self and others accountable for results.
• Creativity: Balances strong brand guardianship with the ability to flex, test, and experiment for growth.

Our Offer

• An inclusive company culture that puts employees and their development first
• A competitive salary with bonus and many benefits that suit your lifestyle
• An industry leading parental leave policy
• ...and of course, THE best colleagues!

Flexible Working Statement

Flexibility is key to our success. Talk to us about what flexibility means to you so that you're supported to manage your wellbeing and balance your priorities from day one.

Diversity statement

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you! If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.