Senior
Culture and Entertainment Insights Manager
Job Description :
About us
With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations.
Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.
Join us and play your part in making life’s moments mean a little more.
About the Function:
Marketing is where our brands show up in culture and stay there.
This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.
From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.
You’ll be part of a team that’s curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.
About the role:
Lead cultural insight initiatives that identify emerging shifts, tensions and opportunities relevant to consumers, brands and categories. Translate cultural, societal and behavioral signals into clear implications for brand strategy, innovation and consumer engagement, partnering with Marketing and cross-functional teams to strengthen future-facing, culturally relevant business decisions. Establish the PR agenda for the brand, rooted in culturally relevant insights.
Market Context
Mexico is one of Diageo's priority growth markets and a strategically important operation globally, offering significant opportunities across premium spirits. The market is shaped evolving consumer preferences, digital transformation, and increasing expectations around sustainability and innovation. Success depends on strong cross-functional collaboration to navigate a complex environment, manage risks, and deliver sustainable growth. Achieving this requires us to stay consumer-centric, act decisively, and work as One Team.
4. Decision Making
Cultural Insight Agenda
What the role decides / recommends Recommends priority cultural questions and areas of exploration based on business, brand and category needs.
Aligns priorities with Consumer & Shopper Insights Head and Marketing leadership; works within agreed business and learning priorities.
Cultural Trends & Foresight Identifies and interprets emerging cultural, societal and behavioral shifts and recommends implications for brands and categories. Connects cultural signals with consumer, shopper and market evidence; advances material strategic implications to senior leadership.
Brand & Innovation Implications Recommends how cultural insights should inform brand positioning, innovation, communication and consumer engagement. Partners with Brand, Innovation and Insights teams; strategic brand choices remain with relevant brand/category leadership.
Research & External Partners Defines project briefs and handles cultural research, foresight and specialist partners for assigned initiatives. Operates within approved methodologies, agency frameworks, budgets and procurement standards.
Business Planning Contribution Provides cultural perspectives and recommendations into relevant brand, category and long-term planning processes. Works with Consumer & Shopper Insights and Marketing leadership to integrate cultural intelligence with broader business evidence.
Cultural Intelligence Capability Supports tools, frameworks and learning initiatives that strengthen cultural intelligence across Marketing and relevant cross-functional teams. Aligns capability priorities with senior Insights leadership and leverages regional/global methodologies where applicable.
Functional & Leadership Responsibilities
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Monitor and interpret cultural, societal and behavioral shifts to identify implications and growth opportunities for brands and categories.
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Translate complex cultural signals into clear, actionable narratives and recommendations for brand strategy, innovation and consumer engagement.
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Lead cultural insight and foresight projects that address priority business questions and strengthen future-facing decision-making.
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Connect cultural intelligence with consumer, shopper, category and market evidence to build a comprehensive view of emerging opportunities and risks.
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Partner with Brand, Innovation, Consumer & Shopper Insights and other teams to embed cultural relevance into plans and initiatives.
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Manage external cultural research, trends and foresight partners, ensuring high-quality and actionable outputs.
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Support cultural intelligence capability building by sharing frameworks, perspectives and emerging signals across the organization.
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Establish a PR strategy (rooted in culture) for the brand.
Key Outputs / Deliverables
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Cultural Trends & Foresight Narrative.
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Cultural Opportunity and Implication Analyses for priority brands/categories.
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Cultural Insight inputs to brand, innovation and planning processes.
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PR + cultural strategy.
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Cultural Research / Learning Plans and partner briefs.
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Emerging Signals, Trends and Cultural Tensions updates.
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Cultural Intelligence capability materials and learning sessions.
Key Interfaces
Key Interface
Consumer & Shopper Insights Head Align cultural insight priorities, methodologies and strategic business implications.
Brand & Category Teams Translate cultural shifts and tensions into implications for brand strategy, positioning and growth.
Innovation Teams Identify emerging needs, behaviors and cultural opportunities that can inform innovation pipelines and concepts.
Consumer & Shopper Insights Teams Integrate cultural intelligence with consumer, shopper and market understanding.
Commercial / Customer Teams Provide relevant cultural and behavioral context to strengthen channel and customer understanding where applicable.
Media / Connections / Creative Teams Inform culturally relevant communication, content and consumer connection opportunities.
Regional / Global Insights Teams Leverage regional/global cultural intelligence, foresight methodologies and scale opportunities.
External Research / Cultural Partners Brief, manage and challenge specialist partners to deliver high-quality cultural intelligence and foresight.
Experience and Required Qualifications
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Bachelor's degree in Marketing, Communications, Business Administration or related field.
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5–8 years of experience in PR, Culture, Cultural Insights, Consumer Insights or related functions within FMCG, Consumer Goods, PR agencies or adjacent industries.
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Experience identifying and interpreting cultural, societal and behavioral trends and translating them into actionable implications for brands, innovation or consumer strategy.
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Strong PR and communication skills with consistent record.
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Experience handling qualitative, cultural or foresight research projects and working with external research or specialist partners.
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Experience influencing cross-functional stakeholders through compelling insight narratives, strategic recommendations and clear data-informed storytelling.
Regional capability hat (if applicable): where a role carries a regional hat, add it as a short addendum below, naming the regional scope and who it serves.
Flexibility is key to our success. Talk to us about what flexibility means to you, so that you’re supported to manage your wellbeing and balance your priorities from day one. We recognize and value performance, offering our people a highly competitive Rewards and Benefits package including:
Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible. We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team. Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more. Ready to bring your best? This could be your opportunity.
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.
Recruitment Scam Warning *Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we'll never ask for money.
Worker Type : Regular
Primary Location: Mexico City
Additional Locations :
Job Posting Start Date : 2026-08-20
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