Senior Director Marketing, Canada at Diageo in Toronto, Canada

Job description

• Marketing is where our brands show up in culture and stay there.
• This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.
• From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.
• You’ll be part of a team that’s curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.
• Lead the Canada marketing function and category/brand growth agenda as the senior marketing leader for the market. The role sets the marketing vision, portfolio strategy, brand priorities, and integrated execution standards required to grow Diageo brands in Canada, strengthen category leadership, and translate consumer, shopper, customer, and channel insights into sustained commercial performance.

Responsibilities

• Set the Canada marketing vision, category strategy, portfolio priorities, and brand-building agenda, ensuring alignment with global and regional brand direction and local market growth opportunities.
• Lead the marketing organization across brand/category teams, consumer insights, media, sponsorships and events, marketing operations, innovation, RTD, and price pack architecture priorities.
• Own annual and multi-year brand planning, investment choices, activation calendars, innovation priorities, and performance routines across the Canadian portfolio.
• Partner with Commercial Strategy & Planning, Sales, Finance, Supply, and Customer Service to translate brand strategy into channel-ready selling stories, AOP building blocks, customer plans, and execution standards.
• Use consumer, shopper, category, customer, and competitive insights to shape growth choices, portfolio mix, innovation pipeline, and price pack architecture recommendations.
• Oversee agency, media, experiential, and sponsorship/event partnerships; ensure spend effectiveness, brand health improvement, and disciplined measurement of marketing ROI.
• Ensure responsible marketing, regulatory compliance, governance, budget discipline, and risk management across all brand and consumer/customer activation activity.
• Build, coach, and develop the Canada marketing leadership bench, creating a high-performing, inclusive team with strong strategic, analytical, and execution capability.
• Canada marketing strategy, portfolio priorities, and category growth agenda.
• Annual brand plans, activation calendars, innovation roadmap, and investment recommendations.
• Integrated channel/category selling stories and execution toolkits developed with Commercial Strategy & Planning and Sales.
• Brand health, market share, innovation, price pack architecture, media, and activation performance reviews.
• Marketing budget governance, agency/media effectiveness routines, and responsible-marketing compliance outputs.
• Marketing organization capability plan, succession pipeline, and operating cadence.

Requirements

• 12 to 15+ years of progressive marketing, brand, category, innovation, portfolio, or commercial leadership experience in CPG, beverage alcohol, retail, or another regulated consumer sector.
• Proven senior leadership capability across large brand portfolios, marketing strategy, investment choices, agency leadership, and cross-functional execution.
• Strong executive-level understanding of consumer, shopper, category, customer, revenue growth, innovation, and price pack architecture levers.
• Experience leading marketing teams through annual planning, performance management, transformation, and market/channel complexity.
• Demonstrated ability to influence senior stakeholders, partner with sales/commercial teams, and translate strategy into customer- and channel-ready execution.
• People leadership experience with a track record of developing talent, building inclusive teams, and improving organizational capability.

Skills

Required

• Marketing strategy
• Brand management
• Category management
• Innovation
• Portfolio management
• Commercial leadership
• Consumer insights
• Shopper insights
• Category insights
• Customer insights
• Channel insights
• Revenue growth management

Benefits

• Working with Us
• 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.
• This posting is being published in relation to a currently existing vacancy.
• Please note that Diageo uses artificial intelligence in the recruitment process as that term is defined under O. Reg 476/24.