CRM Manager

Job Description

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 a relevant role in our company, for our people, our diversity, our brands, in how we perform and how we build shared value. There’s a rich history of character and iconic products to promote. And we rely on driven, hard-working commercial executives to protect the legacy of these brands and ensure their future success.

About The Role

We're ground-breakers, revolutionising eCommerce in one of the fastest accelerating areas of our business. We embed eCommerce at the heart of everything we do, crafting innovative digital solutions across our leading portfolio of iconic global brands.

We are undergoing a major digital transformation, sought at enabling its brands to connect with consumers in outstanding ways. Our vision is to win in the next generation celebration, engaging and delighting our consumers with world-class leading experiences resulting in greater brand equity and growth.

To achieve this, Diageo is implementing an audacious plan passionate about driving more significant interactions and experiences with its brands, improving its digital presence, and gaining a deep understanding of its end consumers through data.

This role is positioned within the Connected Consumer Engagement team and will be based in Madrid. Passionate about Diageo's digital transformation, this team integrates the areas of Direct-to-Consumer (D2C) and Consumer & Engagement (C&E) and supports Brand Marketing Teams in linking brand-building strategies within culture to digital presence and activation. The team assists the entire range of Diageo's South Europe portfolio brands in developing content strategies aligned with consumer expectations and in facilitating personalized and relevant brand experiences.

This role is fundamental in materializing our D2C strategy for Diageo and its brands in Southern Europe, focusing not only on conversion optimization and leveraging sophisticated data for personalized communication but also on implementing CRM strategies that resonate with our consumers' passion points. The ability to develop and execute communication programs that foster dedication and active participation is key, ensuring that every interaction strengthens our direct and long-term relationship with them.

If you are passionate about delivering world-class experiences, building and leading teams, and driving growth through digital transformation, then we want to hear from you

You will be an instrumental part of the Digital Transformation Journey of Diageo, focusing on data driven consumer-centric approaches and personalized communications.

Some Of The Great Things You'll Be Doing

• Implement outstanding automated consumer lifecycle programs that drive sales conversion, repeat purchase and advocacy
• Partner with our internal brand, creative and content agency teams to complete data driven and personsalized campaigns across CRM channels and paid media.
• Gather and activate consumer data in compliance with local and European data privacy, storage and security policies.
• Work with our legal, data and dev teams to build secure data capture forms to support acquisition activities across markets.
• Implement A/B testing strategies that give us lessons that can be scaled across brands to drive higher consumer engagement and sales conversion.
• Champion tracking, tagging and taxonomy to ensure all activities can be analysed at ease so we can rollout key findings across brands and teams.
• Analyse campaigns and activities and share results with key partners.
• Align with brand teams on how they plan to activate their data in media and other use cases. Adjust the privacy policy, preference centre and sign-up forms and transfer data in a safe and secure way.
• Upskill our internal and agency teams on our marketing automation tools to insure they are getting the most of our CRM and marketing technologies.
• Accountable for ensuring that each campaign is fully aligned with GDPR, regulatory, and interpersonal standards, with robust safeguards for consumer data.

About You

What we want to see from you:

• Hands on experience in Salesforce Marketing Cloud. Experience with CDPs would be a valuable addition
• A technical authority in email marketing with a solid understanding of HTML.
• Sophisticated Google Analytics and Tag Manager experience.
• Track record working with data ingestion, data technologies, privacy policies, preference centres, cookie policies and more.
• Experience in building audiences, crafting segments and crafting automated customer journeys through CRM systems.
• A collaborator with confirmed experience developing cross-functional partnerships.
• Ability to work on multiple sophisticated, concurrent projects.
• Excellent communication and time management skills with high integrity.
• Strong solid understanding of consumer data related challenges in a marketing context i.e. data collection, consent and preferences management, data storage, sharing, data marketing, retention as well as breach and crisis management in case of issues

Previous Experience Or Candidate Background

We are looking for a candidate with significant experience in CRM and digital marketing, ideally at a manager level (L5), to join our dynamic team. The ideal candidate should have a proven track record of developing and implementing successful CRM strategies that have driven sales conversion, customer loyalty, and engagement. Experience in managing automated consumer lifecycle programs, personalized communication campaigns, and data-driven insights to inform strategy is essential. Prior work in similar roles or projects, especially within an international context, either on the client-side or within an agency, will be highly valued. The ability to navigate and lead projects in a multi-market environment, demonstrating an understanding of diverse consumer behaviours and regulatory landscapes, will distinguish the most qualified candidates. Fluency in English is a must have and additional languages would be a plus.

Working with us

Flexibility

This is key to success in our business and many of our staff work flexibly in many different ways, including part-time and compressed hours. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.

Diversity statement

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.