Head of Advocacy France

Responsibilities

• Define and deploy the national omnichannel advocacy strategy to position Diageo as the preferred supplier in the French On-Trade market.
• Lead, inspire, and develop a national team of Brand Ambassadors, fostering a culture of excellence, storytelling, and professional growth.
• Drive brand desirability and market share through premium experiences, education programs, and flagship initiatives like the World Class Competition and Diageo Bar Academy.
• Partner with Customer Marketing, Sales, and Marketing teams to align advocacy efforts with commercial priorities and distribution goals.
• Manage national advocacy budgets, planning, and ROI analysis using data-driven KPIs such as coverage, education impact, and brand trial.
• Ensure strict adherence to French alcohol regulations and internal responsible marketing and compliance standards.

Requirements

• 10+ years of experience in the spirits or alcohol industry, specifically within On-Trade marketing, advocacy, or brand activation.
• Proven management experience with a track record of leading and developing high-performing field teams or Brand Ambassadors.
• Deep knowledge of the French On-Trade market, spirits culture, and the professional bartender community.
• Strong communication and storytelling skills with the ability to influence expert audiences and internal stakeholders.
• Fluency in both French and English.
• Strong commercial acumen and the ability to link advocacy activities to measurable business growth.

About the Company

Diageo is the world's leading premium drinks company, boasting a portfolio of over 200 iconic brands including Guinness, Tanqueray, and Don Julio. With a presence in over 180 countries, we are dedicated to "Celebrating Life Every Day, Everywhere," fostering an inclusive culture where diversity drives innovation and excellence.