Regional Retail Media Manager - Hub

Diageo

São Paulo, BrazilPosted about 2 months agoDiscoveredMatch locked

8+ years expMedia, PR, and Communications

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Regional Retail Media Lead - Hub

Role Purpose Lead the end-to-end retail media strategy, planning and enablement across the Regional Hub, unlocking

omnichannel growth through retailer ecosystems

across all brands. This role sits at the intersection of Media, Commerce and Customers , ensuring retail media is fully integrated into

Connected Reach plans and commercial JBP priorities

, while scaling

best-in-class, data-driven, and compliant retail media execution across markets

The Regional Retail Media Lead is accountable for:

Driving retail media as a core growth driver

(not a siloed channel)

Partnering closely with

Commercial, Customer Marketing and in-market teams

Translating global frameworks into

scaled, market-relevant execution

Maximising

Key Responsibilities

Strategy & Integration

• Own and evolve the regional retail media strategy across all brands and customers

, aligned to global direction and regional growth priorities.

Embed retail media into

full-funnel Connected Reach planning

, ensuring integration across Paid, Social, Creator and Commerce touchpoints.

Translate global retail media frameworks into

practical, scalable hub and hub-and-marketmarket playbooks

Ensure retail media is aligned to

commercial priorities (JBP, customer plans, key events, innovation launches)

• Act as the primary media partner to Regional Commercial and Customer teams

, ensuring retail media supports

customer growth and joint business plans

Co-develop

retail media strategies with key regional and global customers/retailers

, unlocking incremental investment and growth opportunities.

Support markets in integrating retail media into

customer negotiations and planning cycles

Drive clarity on

roles and ways of working between Media, Commerce, and Shopper teams

• Enable markets to deliver best-in-class retail media activation

, aligned to the Retail Media Activation Framework (RMAF).

Establish

standardised planning, buying and optimisation approaches

across retail media networks (RMNs).

Drive

test-and-learn agendas

across platforms (e.g., Amazon, Tesco, Carrefour, Uber etc.) to continuously improve effectiveness.

Ensure strong linkage between

media exposure and commerce outcomes (conversion, basket, sales uplift)

• Define and deploy a regional retail media measurement framework

, covering:

Sales impact and incrementality
ROI and efficiency
Share of voice and visibility
Shopper engagement and conversion

Drive adoption of

closed-loop measurement and retailer data integration

Provide clear

performance reporting and actionable insights

to regional and market stakeholders.

Continuously optimise

investment allocation across retailers and formats

• Accelerate adoption of retail media data, audiences and first-party insights

to improve targeting and effectiveness.

Partner with Data & MarTech teams to scale

automation, AI-driven optimisation, and advanced attribution

Ensure markets leverage

retailer data ecosystems and clean rooms

where available.

7. Stakeholder & Agency Leadership

Lead cross-functional collaboration across:
Regional Media Hub
Commercial & Customer teams
In-market media and marketing teams
Global retail media and digital teams

Manage and elevate

agency and platform partner performance

Act as a

thought leader and influencer

, driving adoption of retail media best practices across markets.

Qualifications & Experience

Experience

• 8-10+ years in retail media, digital media, eCommerce or shopper marketing

Strong experience working with

retailer platforms and RMNs

(e.g., Amazon Ads, Criteo, CitrusAd etc.)

Proven track record of delivering

commercial growth through media and commerce integration

Experience operating in

multi-market, matrixed organisations

Strong exposure to

Technical Skills & Knowledge

Deep understanding of:
Retail media ecosystems and platforms
Omnichannel shopper journeys
Measurement, attribution and incrementality

Strong grounding in:
Data-driven marketing and audience strategy
Media effectiveness and ROI optimisation
Regulatory and responsible marketing frameworks

Not included in the source posting: benefits.

Skills

artificial-intelligence

Who can apply

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