Associate Director, Diageo Integrated Partnerships

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Job Description:

The Diageo Partners team develops and delivers integrated, direct-to-publisher solutions across premium video, digital, content, sponsorships, experiential and emerging media. The Associate Director will bridge investment and content partnership expertise, translating Diageo’s business and brand objectives into innovative, scalable programs that connect paid media, custom storytelling and real-world experiences. This role will lead partner strategy, negotiation and activation while ensuring every recommendation meets Diageo’s audience, brand safety, responsible marketing and measurement requirements.

Strategic & Functional Team Lead

• Help shape the vision, priorities and ways of working for the Diageo Partners team across video, digital direct-to-publisher investment, content and experiential programs
• Translate brand, audience and communications strategy into integrated partner opportunities that support awareness, engagement, consideration and conversion objectives
• Develop strong recommendations grounded in audience insight, cultural relevance, marketplace intelligence, big ideas and clear activation plans
• Identify opportunities across premium publishers, television and streaming companies, social platforms, entertainment properties, creators, live events and experiential partners
• Work closely with Strategy, Planning, Investment, Social, Commerce, Creative, Data and Analytics teams to ensure partnership programs connect to the broader media plan
• Stay current on changes in video, digital publishing, content, sponsorship, creator, commerce and experiential landscapes and assess the implications for Diageo’s business
• Support senior leadership with presentation materials, status updates, annual planning, marketplace points of view and client meetings

Investment, Negotiation & Partner Management

• Lead direct-to-publisher investment strategy and negotiations across premium video, digital media, custom content, sponsorships and experiential opportunities
• Evaluate partner proposals based on strategic fit, audience quality, scale, pricing, added value, measurement capabilities, executional feasibility and brand suitability
• Cultivate senior relationships with media owners and strategic partners to unlock innovation, preferred access, commercial value and solutions tailored to Diageo’s needs
• Partner with broader investment teams to maintain strategic consistency across plan development, negotiations, implementation and stewardship
• Monitor marketplace dynamics, inventory trends and partner capabilities to identify proactive opportunities and manage potential risks
• Ensure negotiated programs have clear scopes, deliverables, timelines, usage rights, distribution plans, performance expectations and accountability

Content, Sponsorship & Experiential Activation

• Serve as a day-to-day partnership lead and subject matter expert for clients, internal teams and external partners from brief through launch and final recap
• Lead the development and activation of custom programs spanning branded content, video integrations, social amplification, talent or creator partnerships, sponsorship assets, hospitality and experiential activations
• Guide partners in turning strategic objectives into ideas that are distinctive, culturally relevant, executable and appropriate for each Diageo brand
• Develop and manage integrated distribution plans that connect custom content or experiences with paid video, digital and social media
• Own program timelines, production schedules, approval processes, asset delivery, trafficking dependencies, meetings and cross-functional communication
• Manage internal and external workstreams during ideation, creative development, production, launch and post-campaign reporting
• Ensure all programs meet Diageo responsible marketing, legal, regulatory, brand safety, audience composition and category suitability requirements

Measurement & Performance

• Define clear KPIs and measurement plans that reflect the role of each media, content and experiential component
• Partner with Data and Analytics teams to apply approved measurement frameworks and quantify media delivery, engagement, brand impact and business value
• Monitor campaign performance, partner delivery and program quality, identifying opportunities to optimize while programs are in market
• Lead post-campaign evaluations and synthesize results, learnings and recommendations to improve future partnership and investment decisions
• Create clear performance materials that communicate both quantitative results and the incremental value of custom programs

Client & Team Leadership

• Build trusted relationships with Diageo clients through proactive communication, strong judgment and solutions-oriented counsel
• Present partnership strategies, marketplace opportunities, investment recommendations, activation plans and results with clarity and confidence
• Help set team priorities, allocate responsibilities and establish best practices across partnership development and execution
• Mentor and develop junior team members, strengthening their skills across partner evaluation, negotiation, project management, content activation and client service
• Foster a collaborative team culture focused on accountability, learning, innovation and high-quality execution
• Contribute to agency thought leadership, case studies, marketing materials and new business efforts as needed

Education & Experience

• Minimum 6 years of experience in media investment, digital partnerships, video, branded content, sponsorships, experiential marketing or integrated activation
• Experience developing and negotiating direct partnerships with publishers, platforms, media owners, entertainment companies or experiential partners
• Demonstrated success managing complex, multi-channel programs from strategy and ideation through execution and measurement
• Strong understanding of premium video, streaming, digital publishing, social media, creator ecosystems, content production and experiential activation
• Proven client service, strategic thinking, analytical, communication, negotiation and project management skills
• Experience working within regulated categories or applying rigorous brand safety, audience eligibility and responsible marketing standards is preferred
• Bachelor’s degree in Communications, Advertising, Media, Marketing or a related field preferred

Knowledge & Expertise

• Ability to evaluate opportunities through strategic, commercial, creative, operational and measurement lenses
• Understanding of how video, digital, social, content, sponsorship and experiential elements perform independently and together within an integrated plan
• Knowledge of marketplace pricing, media owner capabilities, custom content development, production processes and partnership measurement
• Ability to turn complex information into clear, compelling recommendations, presentations, briefs, recaps and points of view
• Strong organizational skills and the ability to manage multiple workstreams, deadlines, stakeholders and approvals simultaneously
• Excellent written and verbal communication skills, with a focus on presentation excellence
• Collaborative leadership style, sound judgment, intellectual curiosity and a passion for culture, entertainment and innovation

$70,000 - $125,000

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