• Senior Culture & Entertainment - Croatia Zagreb
  • Diageo in Zagreb, , Croatia
  • jobs
  • 2 weeks ago

jobs description

Job Description :

Job Title: Senior Culture & Entertainment - Croatia

Location: Zagreb

Contract terms: Fixed-term, 18 months, full-time


From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing has changed. We're the world's leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It's why we trust them with our legacy and reward them with the career-defining opportunities that they deserve.
Our ambition is to build the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need world's very best people.


Based in Zagreb, Croatia, in this role you will be part of the Brand Marketing Team at Diageo and report directly into the Head of Marketing Luxury, Eastern Europe, who is based in Budapest, Hungary.

The Senior Culture & Entertainment Manager - Luxury Category is a... highly critical, new strategic role for Diageo in Croatia. Working closely with Global Team, Regional Brand Marketing Team, Customer Marketing Team, Commercial Team and the local partner, PPD.

This job has been designed to take our ambition to the next level. We want our luxury category brands to be culture-forward: participating with people, in the places, at the moments that intersect with what consumers care about. We aim to create powerful ideas that earn consumer advocacy. We are looking for a high-standard senior manager from a PR/communications background, with experience in multinational companies/FMCG and/or PR agencies, who will disrupt our thinking, bring the outside in, anticipate trends, create brand networks, and develop best-in-class plans to drive talkability. Preferably, candidates should have established connections in Croatia within Luxury segments, let it be luxury fashion, luxury design, luxury automotive, luxury beauty, luxury watches or jewelry segments.

Culture should run through the centre of all brand planning, the Senior Luxury Culture Manager has to be present in all brand conversations to run with every strategic opportunity, to earn talkability. Culture is no longer briefed on a project basis, in a way C&E has operated in the past. Culture does not happen behind the computer, in the office. We want the Senior Culture Manager to spend 50% of their time externally, meeting with and connecting to movers & shakers locally, to nurture relationships, to feel the pulse of what's being talked about now and what is coming around the corner.

Our Luxury Category (key jewel brands: Don Julio, Zacapa & Singleton) is one of Diageo's fastest-growing segments in the region.

We face the challenge of:

Guaranteeing the implementation of the proven culture-first model by identifying the right people, moments, places, and partners. Deploying a consistent luxury strategy, look & feel, and tone of voice. Ensuring consistent luxury marketing & commercial fundamentals from day one.


We are searching for a dedicated strategic, senior talent to build the local Luxury culture strategy (following regional and global guidelines) and implement it.
• Act as the guardian of the Luxury category, ensuring a culture-forward approach by participating with KOLs, in the places, at the moments that intersect with what consumers care about.
• Shape and influence our brands and Luxury category's cultural plans to deliver category growth.
• Build and own the strategic construct of cultural calendars for the brands locally, ensuring that the culture strategy drives relevancy in Croatia while respecting all the different brands' DNA.
• Lead the agenda in setting cultural strategies, partnering with agencies to identify cultural opportunity spaces, shape cultural narratives, and align them with media plans.
• Develop, own, and nurture a strong influencer network for the brands across Croatia.
• Lead & orchestrate Local tentpole moments in culture, including identifying/designing, leading, and completing events. Amplify Global & Europe Tentpole Moments with the highest reach &return on investmentI.
• Work on powerful ideas to earn consumer advocacy: causing consumers to talk to other consumers about the luxury brands voluntarily, with a culture-first, earned approach.
• Ensure the amplification of all activation for local impact and consistency.
• Lead robust M&E (measurement & evaluation) conversations, transform data into insights, and share clear takeaways.
• Work with the Brand manager/s and Digital manager/s to ensure our experience is truly 360 and data-driven in planning, execution, and amplification.
• Facilitate effective engagement with partners and internal Diageo teams, adeptly guiding individuals through a collaborative and purposeful journey.
• Due to the structural setup of the region, closely work with the regional teams (based in Budapest) and locally with Distributor Partners, Cross-functional Teams & agencies.
• important metrics include: NSV growth, estimated return on investmentia value, ROI, reach, impressions (earned, owned & paid), talkability, Black Book (increase in network, connections contacts)

• 8+ years of experience with strong evidence of creating breakthrough plans and results by building brands in culture and luxury.
• Luxury Activation - a track record of successful brand activations driven with exceptional standards in luxury, highly talked about.
• Experience in PR/Communications/Culture/Influencer/Brand management/Digital/Social roles is considered a plus.
• Constant curiosity about trends & consumers.
• A strong team player who enjoys working in a fast-paced team environment, always ready to roll up your sleeves and get things done.
• Demonstrated brilliant execution to impeccably high standards.
• Deep personal accountability for great performance.
• Strong drive, delivery, and determination.
• Fun, friendly, and ambitious personality.

• Unique Family Leave opportunity
• Opportunity to work across market and cultures
• You will deal with world class brand portfolio
• Product Allowance to purchase company products


This is key to success in our business and many of our staff work flexibly in many different ways, including part-time and compressed hours. Please talk to us about what flexibility means to you and don't let anything stop you from applying.

Diversity statement

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.

Worker Type :
Fixed Term Contract (Fixed Term)

Primary Location:

Additional Locations :

Job Posting Start Date :
Zagreb Croatia


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