Head of Culture & Partnerships, APAC (Social, Influencers, Brands in Culture)

About the role

Diageo's Marketing Operations & MarTech (MOM) team builds the tools, processes and ways of working that let marketers drive growth, including making brands relevant in culture and adapting social media to a social-first environment. The Head of Culture & Partnerships, APAC translates global direction into culturally relevant regional execution, manages regional and priority local social media accounts, delivers always-on and campaign content, and integrates influencer and creator activation with a connected cultural marketing ecosystem. The role reports to the regional Marketing Operations & MarTech Director in APAC and partners with Global MOM, Category and Brand teams.

Key responsibilities

• Own the social transformation agenda in APAC, covering planning, management, governance and hands-on execution within the Culture and Partnerships portfolio.
• Localize global campaign blueprints, integrating consumer and cultural insights and performance data.
• Review and coordinate local briefs to align with global strategy and scale high-impact local programs.
• Create unified cultural activation plans across channels, working with Content, Media, Consumer Planning, Commercial and Category & Brand teams.
• Steward the agency ecosystem, including community management of owned social channels, scheduling and publishing of partnered and organic content, and active social listening.
• Oversight of activation and content calendars, integrating global content, talent activations and local PR, experiential and shopper activations.
• Ensure governance, compliance and brand safety, and consistent use of approved tools, processes and measurement methods.

Required profile

• 8+ years of experience leading social media, influencer marketing or cultural activations across multiple markets.
• Proven success leading agency ecosystems and outsourced delivery models.
• Strong stakeholder management and influencing skills in complex, matrixed organizations.

Required skills

• Deep expertise in social platforms such as Instagram, TikTok, YouTube and Facebook.
• Knowledge of influencer marketing platforms and talent management is ideal.
• Understanding of paid social amplification, social analytics, integrated measurement and performance optimization.