Brand & Shopper Manager, Korea

Job Description :

Brand & Shopper Manager, Korea

About us

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. From global icons like Johnnie Walker, Guinness and Tanqueray to Smirnoff and Don Julio, we create brands consumers love. Bring your passion and use your curiosity as you explore, collaborate and innovate. Together with passionate people from all over the world, you’ll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

About the Function

Marketing

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 You

If you are an ambitious brand-builder, who seeks career growth through success of the company, our brands and our people - If you are a curious marketer with an eye for spotting opportunities and insights - If you enjoy turning ideas into strong market execution and customer-ready materials - If you thrive in building authentic relationships with people and being part of and contributing to a best in class workplace environment in a dynamic business... look no further.

About the Role

Reporting to the Category Manager, Korea, the purpose of the role is to bring assigned brand plans to life in Korea to capture consumer, customer and culture opportunities. This is a hands-on marketing role focused on campaigns, assets, customer-ready briefs and activation guardrails. This role defines what should be executed; Customer Marketing and Commercial own customer planning, production, deployment and in-market execution.

Role Responsibilities

You will be responsible for

• Work with the Category Manager to develop brand goal/ambition, long-term and short-term objectives and annual plans by analysing market trends, consumer insight, competitor activities and industry growth. Add practical shopper, occasion and channel inputs to ensure plans are grounded in market realities.

• Manage brand financial figures and product portfolio by actively supporting new product launches, demand forecasting by commercial channel, P&L tracking and budget management.

• Lead annual campaign delivery to reach target consumers effectively and efficiently by applying global platforms and developing comprehensive 360-degree local plans including ATL, digital/social activation, media, experiential and channel planning.

• Develop brand creatives, media assets and content plans, ensuring activation relevance to brand strategy, identity and category direction.

• Define BTL/shopper strategy, design guardrails and customer-ready briefs for POSM, promo packs, GWP/VAP and gifting; Customer Marketing owns production and deployment.

• Translate plans into clear briefs for Customer Marketing and Commercial, support issue resolution and post-evaluation.

• Collaborate with internal and external team members, agencies, partners and suppliers to maintain effective working relationships and deliver projects on time and on budget.

• Coordinate and participate in public relations, culture, advocacy and influencer efforts as appropriate to strengthen brand relevance and demand.

• Lead analysis and understanding of business variables, monitoring competition, industry and consumer trends, including brand sales, depletion, brand health, campaign evaluation, budget performance and available shopper/activation learnings.

• Support the Category Manager with marketing reports, MBPS updates, local market inputs and campaign performance reviews. Global and regional inputs should be provided as required, primarily through the Category Manager.

Experience / skills required

To Be Successful In This Role, You Will Need

We are looking for a marketer with strong potential, passion and curiosity. You do not need to have done every part of this role before; what matters is the energy to learn, the discipline to execute well and the ambition to build future-ready marketing capability.

• 7+ years of experience in Marketing, Brand Management, Integrated Marketing Communications or relevant consumer/commercial roles.

• A genuine passion for brands, culture and consumers, with curiosity to understand how people choose, shop and engage across different occasions and channels.

• Hands-on ownership and positive energy to turn plans into campaigns, briefs, assets and activation materials, working closely with agencies and cross-functional teams.

• Strong learning agility and growth mindset; shopper, digital, retail media, luxury/premium or alcohol experience would be advantageous, but openness to build these capabilities is more important.

• Comfortable with numbers and performance, with the ability to track A&P, sales/brand performance and post-evaluation learnings with support from the Category Manager.

• Collaborative, resilient and organised, with good communication, creative thinking and project management skills.

• University degree required, fluent in English.

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.

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to new heights and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

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:

Seoul Office

Additional Locations :

Job Posting Start Date :

2026-08-13