Manager, Social & Influencer

Diageo•3WTC, NY

2d•Onsite

About The Position

Lead the regional social, creator and influencer agenda for [category / portfolio], translating global direction into culturally relevant regional execution and setting the strategy for Regional and priority Local Jewel brands. The role will lead agencies and cross-functional partners to deliver distinctive social-first content, creator partnerships and integrated organic and paid-social activity.

Requirements

8+ years’ experience in social media, creator marketing, content, community or digital marketing, ideally across brands and multiple markets.
Strong experience developing brand or category social strategies and directing platform-native content.
Proven experience shaping creator portfolios and partnerships, including briefing, rights, paid amplification and performance evaluation.
Strong understanding of social platforms, creator ecosystems, community behaviors, social search and paid-social integration.
Experience connecting social and creator activity to brand and commercial outcomes through measurement and experimentation.
Demonstrated ability to lead agencies and influence senior stakeholders in a complex, matrixed organization.
Deep understanding of social and creator ecosystems, including platform cultures, recommendation and discovery mechanics, content formats, creator economics and community behaviors.
Strong understanding of social and creator measurement, including attention, audience quality, brand lift, content effectiveness, experimentation and performance optimization.
Working knowledge of creator platforms, talent management, production processes, contracting, licensing, disclosure, exclusivity and content usage rights., supported by Legal, Procurement and agency specialists.
Strong working knowledge of paid social and creator amplification, partnership ads, creative testing, social listening, social search and audience-insight tools.
Strong grounding in brand safety, influencer compliance and responsible marketing standards.
Strategic, culturally attuned and consumer-focused.
Strong creative judgment balanced with data-driven decision-making.
Able to prioritize across a broad portfolio and lead through influence rather than formal authority.
Collaborative, agile and comfortable making decisions at pace in a regulated environment.

Responsibilities

For global brands, translate and deploy global social and creator strategies across the region, feeding market insight and performance learning back into future planning.
For Regional and priority Local Jewel brands, set the social, creator and channel strategy aligned to brand priorities and Connected Reach plans.
Define the role of organic social, creators, community and paid amplification across the consumer journey.
Identify cultural, audience and platform opportunities that can strengthen relevance, participation and demand.
Set category-level channel and content priorities, guiding agencies and local brand teams to distinctive, platform-native execution.
Shape the category creator portfolio and partner strategy, including the role of different creator cohorts, long-term relationships and paid amplification.
Bring creators into strategy and creative development early enough to influence credible, social-native ideas.
Use community conversations, social listening and search behavior to inform content, planning and consumer/occasion insights.
Ensure agencies deliver timely, responsible community engagement and escalation.
Ensure organic social and creator content is integrated into Connected Reach and broader local brand plans, with the formats, variants and rights needed for amplification.
Jointly shape social and creator investment priorities (eg. content amplification, partnership ads, testing priorities and creative refresh cadence) with Media team.
Establish a connected learning loop across organic, creator and paid social so performance informs future content, creator and investment decisions.
Translate global measurement frameworks into category KPIs, agency scorecard and test-and-learn priorities.
Drive consistent use of approved social, creator and measurement platforms/tools to monitor performance and identify key consumer, category and occasion insights.
Champion AI and automation that improve insight, content efficiency, discoverability and performance.
Influence and align cross-functional stakeholders across Brand, Media, Consumer Planning, PR, Legal, Corporate Relations, Customer Marketing and in-market teams around the category social and creator agenda.
Lead agency and partner performance across social, content, community and creator disciplines through clear priorities, briefs, standards, scorecards and outcome expectations.
Improve cost efficiency, compliance and execution quality by simplifying and standardizing the social and creator ecosystem across agencies, tools, workflows and partnership models.
Act as the regional standard bearer for responsible social and influencer marketing, ensuring compliance with the Diageo Marketing Code (DMC), influencer disclosure regulations, platform policies, data privacy and brand safety standards.
Ensure regional adherence to the global standards and frameworks, including how creators/influencers are vetted and approved.