Manager, Social & Influencer

Regional role based in New York, NY.

About the role

Lead the regional social, creator, and influencer agenda for a specific category or portfolio (Tequila & Vodka, Gin/Rum/Liqueurs/Non-Alcohol, or Guinness). Translate global direction into culturally relevant regional execution and set the strategy for Regional and priority Local Jewel brands. This role will guide agencies and cross-functional partners to deliver distinctive social-first content, creator partnerships, and integrated organic and paid-social activity.

Responsibilities

• Translate and deploy global social and creator strategies for global brands across the region, incorporating market insights and performance learnings into future planning.
• Set the social, creator, and channel strategy for Regional and priority Local Jewel brands, aligning with brand priorities and Connected Reach plans.
• Define the role of organic social, creators, community, and paid amplification across the consumer journey.
• Identify cultural, audience, and platform opportunities to strengthen relevance, participation, and demand.
• Set category-level channel and content priorities, guiding agencies and local brand teams toward distinctive, platform-native execution.
• Shape the category creator portfolio and partner strategy, including the role of different creator cohorts, long-term relationships, and paid amplification.
• Involve creators early in strategy and creative development to influence credible, social-native ideas.
• Use community conversations, social listening, and search behavior to inform content, planning, and consumer/occasion insights.
• Ensure agencies deliver timely, responsible community engagement and escalation.
• Integrate organic social and creator content into Connected Reach and broader local brand plans, ensuring formats, variants, and rights are available for amplification.
• Jointly shape social and creator investment priorities (e.g., content amplification, partnership ads, testing priorities, and creative refresh cadence) with the Media team.
• Establish a connected learning loop across organic, creator, and paid social to inform future content, creator, and investment decisions.
• Translate global measurement frameworks into category KPIs, agency scorecards, and test-and-learn priorities.
• Drive consistent use of approved social, creator, and measurement platforms/tools to monitor performance and identify key consumer, category, and occasion insights.
• Champion AI and automation to improve insight, content efficiency, discoverability, and performance.
• Influence and align cross-functional stakeholders (Brand, Media, Consumer Planning, PR, Legal, Corporate Relations, Customer Marketing, and in-market teams) around the category social and creator agenda.
• Lead agency and partner performance across social, content, community, and creator disciplines through clear priorities, briefs, standards, scorecards, and outcome expectations.
• Improve cost efficiency, compliance, and execution quality by simplifying and standardizing the social and creator ecosystem across agencies, tools, workflows, and partnership models.
• Act as the regional standard bearer for responsible social and influencer marketing, ensuring compliance with the Diageo Marketing Code (DMC), influencer disclosure regulations, platform policies, data privacy, and brand safety standards.
• Ensure regional adherence to global standards and frameworks, including creator/influencer vetting and approval processes.

Requirements

• 8+ years of experience in social media, creator marketing, content, community, or digital marketing, ideally across brands and multiple markets.
• Strong experience developing brand or category social strategies and directing platform-native content.
• Proven experience shaping creator portfolios and partnerships, including briefing, rights, paid amplification, and performance evaluation.
• Strong understanding of social platforms, creator ecosystems, community behaviors, social search, and paid-social integration.
• Experience connecting social and creator activity to brand and commercial outcomes through measurement and experimentation.
• Demonstrated ability to lead agencies and influence senior stakeholders in a complex, matrixed organization.

Skills

• Deep understanding of social and creator ecosystems, including platform cultures, recommendation and discovery mechanics, content formats, creator economics, and community behaviors.
• Strong understanding of social and creator measurement, including attention, audience quality, brand lift, content effectiveness, experimentation, and performance optimization.
• Working knowledge of creator platforms, talent management, production processes, contracting, licensing, disclosure, exclusivity, and content usage rights, supported by Legal, Procurement, and agency specialists.
• Strong working knowledge of paid social and creator amplification, partnership ads, creative testing, social listening, social search, and audience-insight tools.
• Strong grounding in brand safety, influencer compliance, and responsible marketing standards.
• Strategic, culturally attuned, and consumer-focused with strong creative judgment balanced by data-driven decision-making.
• Able to prioritize across a broad portfolio and lead through influence rather than formal authority.
• Collaborative, agile, and comfortable making decisions at pace in a regulated environment.