Digital Content Lead – Africa Digital Hub at Diageo

About The Role

Our ambition is to transform Diageo into a digital-first organization, enabling our brands to engage directly with consumers like never before. Our vision is to win in the next generation celebration, engaging and delighting our consumers with world-class leading experiences across every physical and digital touchpoint.

The transformation will reinforce Diageo brands’ equity with an audacious plan focused on:

• Telling our brands’ story through all consumers’ touchpoints, with personalized experiences at scale
• Improving our presence on the digital space, magnifying the execution of our brands’ promise into a seamless omnichannel experience, spreading NSV across multiple sources (B2C, B2D2C, D2C)
• Knowing intimately our end consumers by leveraging collected first party data, responsibly

To deliver this vision, Diageo has evolved its organization with a new operating model that requires experienced leaders. This role sits within the Africa Digital Hub, of the Consumer Digital Transformation Team.

Purpose Of The Role

• As the Digital Content Lead, you will streamline the delivery of outstanding digital assets through the use of best practices and common processes for adapting and reusing content, ensuring that content arriving from global brand teams is fit-for-purpose, and implementing processes that guarantee its long-term success.
• You will be responsible for driving efficiencies in content creation, reducing the time and investment required for raw content creation, and producing personalized content for individual consumers.
• The success of this role will be measured by cost and time savings delivered from content creation, the adoption rate of the content transformation tools/platforms, increasing creative quality scores above the set minimum target and producing world-class leading experiences across every physical and digital touchpoint that can be measured tangibly.

Success in this role will be:

• Increasing creative quality scores – so markets can quantitatively measure creative standards
• Driving efficiencies in content creation - reducing the amount of time and investment put into raw content creation
• Partnerships for creative effectiveness -seek out and lock in external partnerships with content creators and/or platforms/media to deliver content in-culture and best in class experiences for consumers.
• Powering our digital Engines - Developing an end-to-end Connected Content Engine that powers the 5 Engines:
  • Connected to Insights & Analytics to feed into and build an understanding of when to create content/how it performs.
  • Connected to Scaled Reach to drive dynamic content optimization & performance in market s.
  • Connected to Connected Commerce to ensure we are sufficient in our Content touchpoints, critical to eRetail performance & visibility .
  • Connected to Connected Data to make content that is customized to our understanding of consumers .

Responsibiliites

Acting as the fulcrum between our Global & Local stakeholders, you will:

• Build and own an active Test & Learn Roadmap across markets and brands, driving a culture of continuous improvement & optimization across varying Digital Content touchpoints and consumer journeys.
• Build out our Picture of Success, aligning with Global Digital partners to ensure consistent use of KPIs and Metrics.
• Maintain and govern our critical content platforms such as PIM & DAM, ensure they are utilized consistently and effectively.
• Ensure that content is accessible and syndicates out to critical domains where applicable (initially for 3rd Party / Owned Digital Shelf, and eventually beyond)
• Oversee and operate our content adaptation program, ensuring content in all markets meet our best practice standards. This includes the use of production tools such as Pencil Pro AI, GRIP, and Analytics tools such as Creative X.
• Ensure that content guidelines are a) representative of nuances in market and b) adhered to by global brand teams.
• To measure your success, you will conduct robust/frequent M&E to demonstrate that your interventions are meeting (globally aligned) metrics: increased quality scores, decreased delays in brand activations online and reduced spend on content adaptation.
• Partner with in-house digital content creative teams to deliver best in class consumer-first experiences.
• Partner with external content creators to achieve creative effectiveness and drive efficiencies.
• Seek out content partnerships externally to put our brands in culture whilst ensuring a consumer -first experience.
• Deploy bespoke plans for in-house digital creative services that are fully MarTech powered to deliver both time and cost efficiency and deliver impactful content that is consumer first and platform fit.

Experience And Skills Required

• At least 10 years of digital content experience. The right candidate will be able to demonstrate how they have embedded new digital content techniques and operational models, driving growth at scale across a business.
• A comprehensive record of ‘full-funnel’ work, including extensive experience in content across search, e-Commerce and biddable.
• Experience with DCO and understanding of the value of modular content is a plus.
• Systems thinker. You create processes that are built to last and ensure that these are in service of liberating markets from manual labour of creating assets that already exist elsewhere.
• Change agent. You are an organized leader who encourages the people around to do work in a unified and codified way, in service of flighting digital content more easily.
• You have a track-record of implementing new processes, tools or systems that encourage digital transformation.
• You are proactive and seek out opportunities for partnership, stepping out of the ordinary.