Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.

Responsibilities or duties

You are responsible for curating, managing, and elevating Spiritual Homes and priority outlets, ensuring every brand experience reflects the highest standards of premium and luxury. You exist to make our brands visible, culturally relevant, and consistently chosen through exceptional execution and experience design, while directly influencing premium mix, reserve brand growth, and commercial performance within curated outlets.

Qualifications or requirements (e.g., education, skills)

Qualifications: Bachelor’s degree or equivalent experience in relevant field

Experience needed

The ideal candidate will have 3+ years of experience working with luxury brands in the spirits/wine, luxury hospitality or food & beverage industries. The candidate has worked across luxury sales, experiential marketing or customer marketing functions.

Any other provided details (e.g., benefits, work environment, team info, or additional notes)

Preferred Experience: Proven experience in content direction and production with expertise in content commissioning or is content producer with social-first approach to earn. Has expertise across digital and social channels, search engine optimization and content planning. A storyteller with the ability to bring ideas to life in bright, dynamic ways. Has strong relationships with the trade, influencers and organizers. Passion for luxury and premium brands, our customers & our consumers. Luxury Activation – track record of successful brand activations, executed with exceptional standards in luxury, highly talked about.

• Own and manage all flagship brand outlets
• Ensure each home delivers: World Class brand experiences, flawless serve execution and consistent and compelling brand storytelling
• Define and uphold luxury standards per brand
• Conduct regular audits to ensure consistency and excellence
• Hold authority to approve or reject execution standards within brand outlets
• Design and deliver end to end guest experiences: Arrival → Welcome → Serve → Storytelling → Exit
• Curate: Drink rituals, atmosphere (music, lighting, energy) and hosting and service flow.
• Own execution of: Glassware, garnish, serve rituals, and presentation
• Ensure alignment with global brand guidelines while adapting to local cultural context
• Bring menus to life within Spiritual Homes and priority outlets
• Ensure cocktails are: Executed flawlessly, presented beautifully and delivered consistently
• Support development of: Signature serves, Luxury rituals, Seasonal and culturally relevant menu moments
• Curate and activate "Acts in Culture" within Spiritual Homes and beyond
• Create PR worthy brand moments that drive visibility and conversation
• Partner with: Influencers, Creators, Tastemakers and Media platforms
• Lead creation and capture of premium content: Social storytelling, experience highlights and brand narratives.
• Contribute directly to earned media value and PR targets
• Train bartenders and outlet teams on: Luxury execution, Hosting and storytelling, Attention to detail
• Coach Brand Ambassadors on experience design and presentation standards
• Build strong relationships with: Internal Stakeholders, Outlet owners/Key decision makers and Bar managers.
• Act as a trusted advisor on premium and luxury execution
• Track and analyse: Experience quality scores, PR & content performance, outlet engagement and consistency and premium mix and reserve brand performance within curated outlets.
• Use insights to continuously refine execution and elevate standards

• Content direction and production
• Content commissioning
• Social-first approach to earn
• Digital and social channels expertise
• Search engine optimization
• Content planning
• Storytelling
• Strong relationships with the trade, influencers and organizers
• Passion for luxury and premium brands
• Luxury Activation

• Bachelor’s degree or equivalent experience in relevant field