Director, Whiskey Brand Homes and Hospitality

Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness!

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!

Diageo's North America Whiskey Brand Homes and Hospitality Director reports directly to the SVP, North America Whiskey Portfolio, and is a center of excellence business unit within Diageo that develops and manages our current Brand Homes and future destinations/hospitality experiences, of increasing importance as our Whiskey Portfolio grows and the consumer demand for Whiskey-related tourism is on the rise across the KY Bourbon Trail and beyond. The business unit is managed through a standardized approach and systems driving consumer and trade recruitment but also monetizing our brand equity via hospitality and retail experiences. Consumer want experience and this group will deliver to the opportunity - marketing that generates revenue.

Our current NA Brand Homes include Bulleit Distilling Co, Stitzel-Weller Distillery, Cascade Hollow Distilling Company. Additionally, further workstreams are in place to expand our footprint to other brand experience destinations and experiences (e.g.: Downtown Louisville, Nashville Experience, Balcones, Future Expansion, etc).

Core Responsibilities:

Serve as the General Manager across our Brand Homes and Destinations driving planning and performance across 3 areas:

1) Business Strategy: Long-term strategy, vision setting and annual AOP + MBP (~20% of time)

2) Operational Management and Consumer/Customer/Trade Advocacy: ensuring seamless site management, and profit-driving, while delivering quality brand and consumer experiences. Additionally, serve as a passionate advocate for building Diageo and Diageo Whiskey brands' reputation in the markets where are Brand Homes & Destinations exist, and across consumer/trade/customer touch points. ~50% of time

3) Future Opportunity Development - Plan and development of future initiatives related to current/new site expansion and refinement, including CAPEX projects both large and small. ~30% of time.

Key outputs:

• End-to-End Business Ownership to deliver Annual Operating Plan across Brand Homes
• Execution of codified operational model/playbook for best-in-class Brand Homes and Hospitality Experiences
• Create and deliver best in class consumer and trade experiences across the unique sites.
• Visionary leadership and management of Brand Home Employees and Agency Partners (Asst. Managers, Tour Guides, Retail, etc.)
• Create marketing plans for each Brand Home that are consistent with brand positioning and plans and 1) increase number of visitors, 2) increase spend per person, and 3) convert visitors to loyal customers via CRM.
• Management of CARM/ Control + Health & Safety Parameters
• Long Term CAPEX Development & Execution Plans
• Lead Bi-Annual business reviews with key Exec Stakeholders.
• Work cross functionally with a number of key partners including Supply, Brand Teams, Finance and CR
• Connected to other Global DEO Brand Homes

Successful leader will have:

• Demonstrated P&L responsibility
• Strong analytical skills - the ability of conduct detailed financial analysis to understand areas of opportunity and growth
• Luxury & lifestyle retail experience - strong background in retail, either within the industry or with in other retail sectors.
• People Management - experience managing large teams across multiple locations with very different skills.
• Merchandising, Marketing, and / or Trade Ambassador Experience - 10+ years experience in brand marketing or luxury/lifestyle/spirits retail industry.
• Deep knowledge of and experience within North American Whiskey landscape and, particularly, American Whiskey landscape/marketplace and Bourbon Trail a plus.
• Critical thinking - the ability to identify new opportunities to grow the business.