At Diageo, we believe in celebrating life every day, everywhere. With over 200 iconic and emerging brands, including Johnnie Walker, Smirnoff, Tanqueray, Guinness, Baileys, and Captain Morgan, we continue to redefine what it means to be the world’s leading premium drinks company. Our global reach spans more than 180 countries, and our talented workforce of over 30,000 people brings our vision to life by creating world-class experiences for millions of consumers.
As we take our brands into the future, we are embracing a bold and dynamic transformation—shifting towards a digital-first model that allows us to engage with consumers in ways never seen before. Through digital innovation, cutting-edge content strategies, and consumer-first experiences, we aim to shape the next generation of celebrations across both physical and digital touchpoints.
We are now seeking a Digital Content Lead – Africa Digital Hub to join our Consumer Digital Transformation team. This is a career-defining opportunity for an experienced digital content professional who is ready to lead innovation, deliver impactful consumer-first strategies, and drive efficiencies that will power our brands into the future.
About Diageo
Founded in 1997, Diageo is built on the legacy of industry pioneers such as Arthur Guinness, John Walker, and Elizabeth Cumming. Today, we are home to 20 of the world’s top 100 spirit brands, from Singleton and Talisker Malt Whiskies to Cîroc vodka and Don Julio tequila.
Our success is driven by a strong culture grounded in our five core values:
- Passion for customers and consumers
- A spirit of being the best
- Giving each other the freedom to succeed
- Pride in what we do and how we do it
- Valuing one another
We foster an inclusive, diverse, and supportive environment where individuals are empowered to thrive. By joining Diageo, you are not just becoming part of a company—you are joining a legacy of innovation, leadership, and transformation.
About the Role
The Digital Content Lead – Africa Digital Hub plays a critical role in our Consumer Digital Transformation. The role is designed to streamline digital asset delivery, ensure global brand content is fit-for-purpose for African markets, and implement processes that drive efficiency, creativity, and personalization at scale.
You will partner with global and local stakeholders, leading the creation and adaptation of digital content that resonates with diverse consumer bases across Africa. This role is at the intersection of creativity, technology, and strategy, ensuring that our content delivers measurable impact while staying true to our brand promise.
Purpose of the Role
The Digital Content Lead will:
- Drive efficiencies in content creation by reducing duplication, streamlining adaptation processes, and enabling faster time-to-market.
- Enhance creative quality by ensuring global assets are optimized for local consumer journeys, touchpoints, and cultural nuances.
- Power digital transformation by building connected systems that integrate content with data, analytics, eCommerce, and consumer insights.
- Foster partnerships internally and externally to secure best-in-class digital experiences that position our brands at the forefront of culture.
Success in this role will be measured by increased creative quality scores, time and cost efficiencies, adoption of new tools and platforms, and improved brand performance across digital ecosystems.
Key Responsibilities
As the Digital Content Lead, you will act as the link between global brand teams, local market stakeholders, and digital hubs. Your responsibilities include:
- Strategic Leadership
- Build and own an active Test & Learn Roadmap across markets and brands.
- Drive a culture of continuous optimization across digital touchpoints and consumer journeys.
- Align with global digital partners to ensure consistent KPIs and success metrics.
- Content Governance and Systems Management
- Oversee content platforms such as PIM (Product Information Management) and DAM (Digital Asset Management).
- Ensure consistent usage and governance to maximize efficiency.
- Guarantee that content is accessible and syndicates effectively to relevant domains (e.g., third-party retailers, owned channels).
- Content Adaptation and Production
- Lead content adaptation programs to meet market best practices.
- Leverage production tools such as Pencil Pro AI, GRIP, and analytics platforms like Creative X.
- Ensure global brand guidelines reflect local cultural nuances and are strictly adhered to.
- Performance Measurement
- Conduct robust and frequent monitoring and evaluation (M&E).
- Track success through globally aligned metrics including quality scores, activation timelines, and adaptation cost savings.
- Partnerships and Creative Excellence
- Collaborate with in-house digital creative teams to deliver consumer-first, platform-fit content.
- Partner with external creators and media platforms to put our brands in culture with impactful executions.
- Deploy bespoke plans for in-house services powered by MarTech to deliver measurable efficiency gains.
- Connected Content Engine Development
- Build and sustain an end-to-end Connected Content Engine linked to:
- Insights & Analytics for performance measurement
- Scaled Reach for dynamic optimization
- Connected Commerce for eRetail visibility
- Connected Data for consumer personalization
- Build and sustain an end-to-end Connected Content Engine linked to:
Experience and Skills Required
- Minimum of 10 years of digital content experience with a proven track record in embedding digital transformation practices.
- Comprehensive background in full-funnel marketing, including search, eCommerce, and paid media.
- Familiarity with Dynamic Creative Optimization (DCO) and modular content strategies.
- Strong systems thinking capabilities to design scalable and sustainable content processes.
- Demonstrated experience as a change agent, implementing new tools, systems, or processes.
- Proven ability to lead cross-functional teams, partner with diverse stakeholders, and foster collaboration.
- Entrepreneurial mindset with a drive to seek out external partnerships and innovative solutions.
Working Culture at Diageo
At Diageo, flexibility and diversity are at the heart of how we work. We understand that wellbeing and balance are essential for success, and we are committed to providing the support you need to thrive.
Our inclusive culture welcomes and celebrates people from all walks of life. From gender and ethnicity to age, orientation, social background, and mindset, we value diversity in its broadest sense. We know that when varied voices and perspectives come together, we deliver stronger ideas and greater impact.
By joining us, you’ll not only contribute to shaping the future of global brands but also play a role in building a more inclusive, sustainable, and innovative business.
Why Join Diageo?
- Be part of a global leader with over 200 brands in more than 180 countries.
- Work with visionary thinkers and innovators shaping the future of digital engagement.
- Lead initiatives that directly influence consumer experience and business growth.
- Thrive in a supportive and empowering culture where your voice matters.
- Access opportunities for continuous learning, career growth, and international collaboration.
How to Apply
If you feel inspired by this opportunity and have the experience to drive digital content transformation at scale, we invite you to join our team.
This is your chance to contribute to Diageo’s mission of shaping the next generation of celebrations across Africa and beyond.
