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Brand Director - Casamigos Tequila

New York, NY
Senior Level

Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness!

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!

Position Overview:

The Brand Director for Casamigos Tequila is a strategic leadership role responsible for driving Casamigos growth in international markets (outside the US). This role requires a combination of strong brand management expertise, in culture marketing, global market knowledge, and an eye for business. The Brand Director will play a critical role in shaping and driving the brand's global strategy, establishing market presence, guaranteeing consistency in execution, and achieving business objectives.

Key Accountabilities:

1. Global Strategy Development: Partner with the Casamigos team to implement the global strategy for Casamigos Tequila, including brand positioning, delivering key assets, defining and working with target markets, and distribution channels, with a focus on expanding the brand's presence, and driving revenue growth.

2. Brand Positioning and Messaging: Maintain the brand's unique value proposition, ensuring consistent brand messaging across all channels, and touchpoints in key markets. Develop and implement marketing initiatives that effectively communicate the brand's story, values, and key differentiators.

3. Market Analysis and Insights: Conduct thorough market analysis, including consumer trends, competitive landscape, and market dynamics across various regions. Apply market insights to identify growth opportunities, product innovations, and potential risks in target markets.

4. Global Marketing Campaigns: Oversee the deployment of integrated marketing campaigns across multiple regions. Collaborate with internal and external partners to create impactful marketing initiatives that drive brand awareness, engagement, and conversion.

5. Brand Guidelines and Visual Identity: Establish and maintain brand guidelines and visual identity standards, ensuring consistency across all marketing and communication materials. Provide guidance and support to local teams to ensure adherence to brand standards.

6. Cross-Functional Collaboration: Work closely with cross-functional teams, including sales, product development, and supply chain, to align brand strategies and ensure successful product launches and market expansions. Foster strong relationships with internal and external partners to drive collaborative efforts.

7. Performance Tracking and Reporting: Develop metrics and tracking mechanisms to assess the effectiveness of marketing initiatives and overall brand performance. Provide regular reports and insights to senior management, highlighting key achievements, challenges, and recommendations for improvement.


1. Experience: Minimum of 8-10 years of brand management experience, preferably in the alcoholic beverage industry or luxury consumer goods sector. Demonstrated experience in leading global brand expansion initiatives is highly desirable.

2. Strategic Vision: Strong critical thinking and the ability to develop and implement global brand strategies that drive market penetration and revenue growth. Proven track record of successfully launching and scaling brands in international markets.

3. Market Expertise: In-depth knowledge of global markets, including consumer behavior, market trends, and regulatory environments. Ability to adapt strategies to diverse cultural contexts and local market conditions.

4. Leadership Skills: Exceptional leadership and team management capabilities, with the ability to inspire and motivate cross-functional teams. Proven experience in building and leading impactful teams and fostering a collaborative work culture.

5. Communication and Influence: Excellent communication and presentation skills, with the ability to effectively articulate brand vision and influence key partners at all levels. Strong negotiation and relationship-building skills are essential.

6. Analytical Skills: Proficiency in market research, data analysis, and consumer insights. Ability to use data to drive informed decision-making and optimize marketing strategies.

7. Brand Passion: Genuine passion for brand building and culture marketing and a deep understanding of its target audience. A strong affinity for the brand's values, lifestyle, and commitment to quality.

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