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Job Description : Senior Brand Manager – Whisky and Liqueurs About Us Scotch is Diageo’s #1 global priority. As the undisputed leader in Scotch Whisky in Australia, holding a commanding 50% market share and representing one-third of Diageo Australia’s net sales, we are uniquely positioned to drive growth. We now have a compelling opportunity to expand our leadership beyond Scotch into the broader Whisk(e)y category—including Bourbon, Canadian, Irish, Japanese, and Australian whiskies—by leveraging Diageo’s unparalleled global portfolio and pioneering innovation into new white spaces. Our ambition is to shape the future of the category and grow our share of total Whisk(e)y significantly over the next five years. Johnnie Walker Black Label remains the #1 blended Scotch in the market, but faces the challenge of reinforcing brand meaning and recruiting consumers at scale to maintain and grow share amidst an increasingly dynamic and aggressive competitive landscape. Equally, we must elevate Johnnie Walker Blue Label to gain fair share of the luxury and prestige segment. Single Malts account for 20% of Diageo’s Scotch portfolio and represent one of the fastest-growing liquor segments. With aspirational brands like The Singleton, Talisker, and Lagavulin, you will lead the next phase of growth and accelerate market share gains in this vibrant category. Our portfolio also features iconic local and global brands including Dimple, J&B, Bells, Crown Royal, and Bulleit Bourbon—each a key contributor to our overall performance and market share ambitions. Your Role As Senior Brand Manager, you will take ownership of the whisky and liqueurs portfolio, driving strategic brand development, building equity, and ensuring impactful customer activation that delivers strong commercial results. This is a leadership role requiring a blend of strategic thinking, commercial acumen, and hands-on execution. Key Responsibilities Strategy & Planning Lead the Whisk(e)y Market-Based Planning (MBP) and Connections Planning to deliver integrated brand strategies aligned with business objectives Develop and execute portfolio strategies across Scotch and American Whisk(e)y, including pricing, brand architecture, and allocation decisions Define and champion the innovation pipeline to ensure pipeline delivery aligns with consumer insights and market trends Manage the relationship with Johnnie Walker Global Brand Team (GBT) to ensure alignment and leverage global best practices Performance Management Lead brand performance management (BPM) and performance measurement reviews (PMR) across the entire whisky portfolio Use data-driven insights to optimize brand health, penetration, and growth trajectories Execution & Delivery Own the day-to-day management of the broader whisky portfolio, including Bourbon, flavoured whiskies, and international variants Lead Joint Business Planning (JBP) with customers, managing range reviews, customer presentations, and collaboration to maximize sales and distribution Oversee measurement and evaluation (M&E) of all owned marketing activities to ensure ROI and continuous improvement What We’re Looking For in You Proven experience in a senior brand management role within the spirits or FMCG sector, ideally with a focus on whisky or premium adult beverages Strong strategic mindset with a track record of delivering growth through innovative brand plans and customer-led execution Commercially astute, able to translate market insights and consumer trends into actionable plans and measurable business impact Exceptional collaboration skills to influence cross-functional teams, agency partners, and customers Passion for the category, with deep knowledge of the whisky market, consumer dynamics, and competitor landscape Ability to lead multiple priorities in a fast-paced, dynamic environment while maintaining strong attention to detail and execution excellence Flexible Working Statement Flexibility is key to our success. We encourage open dialogue about what flexibility means to you to support your wellbeing and work-life balance from day one. Diversity & Inclusion At Diageo, our purpose is to celebrate life, every day, everywhere. We are committed to fostering an inclusive culture where everyone feels valued and empowered to bring their authentic selves. We embrace diversity in all its forms—including gender, ethnicity, ability, age, sexual orientation, social class, education, experiences, and mindsets—and champion an environment where everyone can thrive. Join Us Our ambition is to be the best performing, most trusted, and respected consumer products company in the world. Join us and help shape the future of whisky and liqueurs, taking iconic brands to new heights and creating the next generation of celebrations for consumers globally. Inspired? If you require a reasonable adjustment during the recruitment process, please let us know when submitting your application. Worker Type :Regular Primary Location:Sydney HQ Additional Locations : Job Posting Start Date : 2025-09-29 With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we’re building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world. Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you’ll collaborate with talented people from all corners of the world. Together, you’ll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of. With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you’ll be empowered to be you. Just bring your ambition, curiosity and ideas, and we’ll celebrate your work and help you reach your fullest potential. DRINKiQ What's your DRINKiQ? Take our quiz to understand how alcohol is made and explore the effects of drinking. You can discover everything you need to know at DRINKiQ