Data

Director, Sports

Diageo

New York, NY

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Job Description

Posted On: November 19, 2020


Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere. Role Context: Sport sponsorship is a vital growth driver in order to be competitive within premium spirits and beer categories. The North America sports portfolio currently includes active sponsorships acrossthe5 major properties including NBA, NFL, NHL, MLB, MLS as well as key venue sponsorships. With 51active sponsorships for 11 key brands, spend in F’21 is estimated at $18.9M, with an average of $355k per partnership. Our goal is that (amongst Legal drinking age consumers)Diageo’s wide portfolio of brands appeal broadly and connect to the passions of our consumers, sports being one of those. We have a diverse portfolio that should appeal to a diverse audience. Drinks Brands are very often “built in culture”. Having Diageo brands talked about, recommended and perceived as “the brands to be seen with” remains critical. Many of our brands have been around for a long time, and a large part of that success is the ability to keep our brands relevant through sports culture.


Leadership Accountabilities:

  • An inspirational leader who will help drive breakthrough performance for the Diageo North America business through the development, management and implementation of comprehensive sport strategies
  • All strategies the Director develops will support core brand and business objectives –notably shareholder value creation, volume, share growth, brand advocacy & consumer awareness.
  • Responsible for leading the strategy for the ongoing thought leadership, negotiation and management of all sport partnerships across North America, including maximizing existing sponsorships, but also a view towards new partnerships and opportunities (inclusive of live sports and e-sports/gaming)
  • Ensure existing assets are fully maximized in breakthrough ways and in adherence with necessary protocols
  • Negotiate all major sponsorship deals, ensuring value is returned on investment made. Expert level experience with contract negotiations is therefore needed
  • Manage and strengthen relationships with teams, leagues and venues to maximize return on investment for Diageo brands
  • Effectively manage external agencies and 3rdparties for best in class ideation, implementation and delivery of results within budget and scope of work
  • Delivery of tangible business results, responsible for objective setting and measurement & evaluation process across the portfolio
  • Maintain a strong internal control and compliance environment consistent with the Diageo Marketing Code and Diageo compliance policies.


    Key outputs & Deliverables ​

  • Growing our brands’ awareness and consideration through the development of a clear strategy is integral to this role
  • Work closely with Diageo commercial team (Customer Planning & Activation, Commercial Heads, National Accounts) on both local and national assets to ensure we are making the most of our contracts, relationships and maintaining the best possible corporate reputation for Diageo
  • Work in partnership with procurement on all contract negotiation
  • Help drive recruitment into Diageo brands as measured by penetration data
  • Help build awareness and equity of core Diageo brands as measured by brand health scores


    Required Skills

  • Requires an expert understanding of the structure and workings of the sports landscape; inclusive of live sports and e-sports/gaming
  • Strong influencing and negotiating capabilities, ability to engage and align senior stakeholders internally
  • Strong knowledge of the intricacies and networks within sports sponsorship to generate industry insights and be able to assess the impact for Diageo
  • Strong relationships with rights owners and agencies and the ability to grasp legalities of all assets and rights purchased to maximize value
  • This role requires expertise in both the Diageo Leadership and Marketing functional capabilities in inspiring and influencing collaboration, support and coordination across multiple internal and external stakeholder groups. This would include alignment across key business units (Marketing, Innovation, Media, Corporate Relations, Procurement, Legal, Customer Planning and Activation)


    Professional Experience & Qualifications: ​

  • 10+ plus years of relevant experience with a proven ability to maximize return on investment
  • Experience with budget management and competitive analysis
  • Experience in digital media and social communications platforms
  • Authentic communicator with experience working successfully with multiple stakeholders
  • Experience working in a highly regulated industry is preferred


    Education:

  • Undergraduate degree -degree in marketing, business management, communications desirable.