Head of Marketing - Whisky

Scotch is Diageo’s #1 global priority and Diageo is the leader in Scotch Whisky in Australia with 50% share, representing 1/3 of Diageo Australia net sales. There is an opportunity for Diageo to take this leadership into the broader Whisk(e)y category (Bourbon, Scotch, Canadian, Irish, Japanese, Australian) by leveraging the full global portfolio and innovating into white spaces to shape the future of the category and grow our share of total Whisk(e)y over the next 5 years. 

Johnnie Walker Black Label is the #1 blended scotch in the market and has the key challenge of building brand meaning and continuing to recruit at scale to retain and grow share; in a world where competitors are becoming increasingly dynamic and aggressive. We must also continue to build the brand’s luxury credentials to gain fair share of the prestige + segment with Johnnie Walker Blue Label. 

Single Malts represents 20% of the Diageo scotch portfolio and is driving sizable growth in the market – with Single Malts one of the fastest growing liquor segments in glass spirits. There is significant headroom for share growth to accelerate the Malts portfolio and with focus brands The Singleton, Talisker and Lagavulin - you will have the opportunity to take the reins of Global future giants and lead the next phase of growth in a highly aspirational category.

Finally, the portfolio includes local and global gems such as Dimple, J&B, Bells, Crown Royal and Bulleit Bourbon. All enviable brands in their own rights and key contributors to our performance and market share objectives. 

Whilst the role is a Marketing role that requires marketing flair and marketing executional excellence, given the priority that whisk(e)y and particularly Johnnie Walker have for the business both locally and globally, we are seeking a business leader who will lead the brands through strong commercial skills and understanding as well as leading global, regional and local business conversations across Diageo. Future success relies on galvanizing all parts of the business behind the whisk(e)y strategy and outstanding execution of all plans, including innovation that is key in accelerating recruitment, pressurization and overall brand performance. The role will have 5 direct reports. Given the size of whisk(e)y’s contribution to Diageo Australia, this represents a lean team and so personal ownership of execution, the motivation to roll up one’s sleeves to get the job done, and the drive and ambition to deliver the plan is a must. 

Top Accountabilities: 

- Beat Annual Operating Plan (Turnover & Profit) 

- Beat the competition (in terms of Value Share and Brand Strength Score - Equity) 

- Drive accelerated and sustainable value, recruitment and constant penetration 

- Lead the development of annual strategies & plans, alongside multifunctional team(s) 

Qualifications and Experience Required: 

• Bachelor’s degree qualification.  

• Comprehensive marketing and financial decision-making experience. 

• Proven success in building talent, mentoring and leading teams. 

• Proven success in building powerful emotional-benefit brands. 

• Proven success in leading a business in delivering a demanding P&L (GM mindset). 

• Highly consistent record of influencing across functions and markets. 

• Strategic problem solver with deep consumer understanding. 

• Highly driven, with a restlessness to win. 

• Comfortable working in a fast-paced, constantly evolving environment, able to navigate a clear path forward even at times of ambiguity and uncertainty. 

• Proven ability to direct external agencies on the development, execution and measurement of marketing comms and activation plans. 

• Proven ability to encourage and unlock agencies’ creative flair to build brand fame.