Omnichannel Marketing Manager - Edinburgh

Omnichannel Marketing Manager

Function: Scotland Brand Homes

Location: Edinburgh

Fixed Term Contract – End Date August 31, 2025

Closing Date: November 30, 2024

About the role:

Wanted Marketing guru who can lead us to become a premier Digitally enabled business.

Whisky tourism is the #1 activity for tourists in Scotland with over 2m visits to Whisky experiences across the country each year. Our visitor experiences offer unparalleled opportunities for consumers to immerse themselves in our brands and play a meaningful role in recruiting consumers from all over the World to our brands and the wider Scotch Whisky category.

We are on a mission to double the size of our Scotland Brand Homes business in order to recruit over 2m consumers per year into Diageo’s brands. Our brand homes are the perfect blend of consumer experience, world-class retail and outstanding F&B, they play an important role within each brands consumer recruitment eco-system whilst also being one of Diageo’s few truly direct to consumer (D2C) businesses.

We are looking for an Omnichannel Marketing Manager who is passionate about crafting consumer-first experiences that connect seamlessly and consistently across our digital and physical channels.

Key Outcomes

We are on a mission to double the size of our business through exploding the scale of recruitment of consumers who visit our brands homes by F29. In this role, you will be responsible for crafting a unified brand experience across all consumer touchpoints, both online and offline. You will develop and implement marketing strategies that elevate our brands, increase consumer engagement, and drive sales across digital and brand home retail. The ideal candidate has expertise in managing cross-channel marketing campaigns in an omnichannel environment and has a consistent record for success working in a highly matrixed organization.

Your key deliverables will include:

• Omnichannel Marketing Strategy: Develop and implement a cohesive omnichannel marketing strategy that integrates online, offline, retail, and experiential marketing to build a seamless consumer experience that drives awareness for our distilleries, footfall, and engagement with our brands pre and post visit to increase customer lifetime value.
• Cross-Channel Campaign Management: Lead the execution and optimization of marketing campaigns across all channels, including paid digital media, email, social, and CRM in close collaboration with the performance marketing manager. Working closely in asset production with Malts Brand and Malts.com teams to consciously build new assets together against the omnichannel strategy for all digital channels.
• Experience Consistency: Ensure the brand home’s identity, positioning, and storytelling are consistently communicated across all platforms and channels, crafting an immersive and engaging experience.
• Elevate the Online Experience: Work directly with the Malts.com Digital Product team to elevate distillery journeys on malts.com through new features, functionality, and content. Also ensure all distillery pages are up-to-date, and the website is considered a key touch point for all campaigns including new content, assets, editorial, etc
• SEO & Content Strategy: Collaborate with Malts.com content and SEO teams to produce high-quality, brand-aligned content that drives organic traffic, improves search rankings, and resonates with our target audience aligned to our content strategy.
• Data-Driven Marketing: Analyze customer data, campaign performance, and market trends to optimize marketing efforts and inform decision-making. Leverage tools such as Google Analytics, CRM platforms, and social listening to track and report critical metrics.
• Social Media Execution: Manage our social media agency, creating content calendars and channel strategies, ensuring alignment with the malts brand team’s and malts.com team’s social strategies.
• Physical x Digital Connection: Work with on-the-ground brand homes teams to find ways to integrate digital marketing, experiences, and the digital home of our brand homes (malts.com) into physical brand experiences to enable data acquisition and continued engagement post-visit.
• Omnichannel Dedication: Work in close partnership with the Global Malts Brand and Malts.com teams to develop coordinated and personalized omnichannel journeys using CRM data to increase customer retention and lifetime value through email, loyalty programs, and targeted campaigns.
• Track and control the efficiency of A&P spend and ensure full compliance with DMC

Functional Capabilities

• Applies powerful insights (Customer, Shopper, Consumer) to build competitive advantage
• Develops digital strategies and plans that beat the competition
• Encourages and engages others to deliver breakthroughs and brilliant execution
• Creative problem solving, finding solutions to problems to ensure we achieve our goals
• Utilises analysis to create winning consumer connection strategies

Leadership Capabilities

Win through execution – Lead ambitious execution in a fast moving world;

• Act like an owner of Diageo by holding self and others to account for highest standards.
• Inject a restlessness to win and unlock capacity to decide and act quickly
• Scan the environment constantly and adapt plans with pace

Inspire through purpose

• Encourage teams to take entrepreneurial risks by building trust and respect through open and honest relationships

Shape the Future

• Set context and empower people to experiment and unlock opportunities for growth

Experienced Required

• Proven experience in marketing related roles, with a specific focus on digital channels and how they influence a consumer’s omnichannel journey (i.e., in physical experiences and retail).
• Strong understanding of consumer journey mapping, customer segmentation, and cross-channel marketing strategies.
• Excellent communication and collaboration skills, with experience working to achieve objectives in partnership with cross-functional teams.
• Experience working with website content management systems to update online content and assets, and experiences. Specific experience with Contentful is a bonus.
• Experience working with Salesforce Interaction Studio for on-site personalization & Salesforce Marketing Cloud for CRM execution.
• Experience with CRM systems, email marketing, SEO, SEM, and digital advertising platforms (Google Ads, Facebook Ads, etc.).
• Excellent data analysis skills and the ability to use insights to drive marketing strategy and return on investment.
• Strong project management skills with the ability to lead campaigns across multiple teams and departments.
• Solid understanding of all digital marketing channels, and how they influence a consumer’s discovery, engagement, and interaction with within an interconnected omnichannel journey: SEO, SEM, CRM, Social, website, etc

Working with Us

Join us and you can also expect a highly competitive and flexible rewards and benefits package including:

• Product allowance and membership discounts
• Contributory pension scheme
• Competitive annual bonus (dependent on performance)
• Generous holiday allowance
• Annual merit based uplifts

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.