Head of Customer Marketing Off-Trade
Sep 25, 2026 Hamburg, Germany
About us
With over 200 brands, from Johnnie Walker to Casamigos to Bulleit, sold in more than 180 countries, we’re the world’s leading premium drinks company.
- Size: 10,000+ employees
- Industry: Consumer Packaged Goods: Beverages
Why you should apply for a job to Diageo:
3.7/5 in overall job satisfaction
67% say women are treated fairly and equally to men
50% would recommend this company to other women
100% say the CEO supports gender diversity
Ratings are based on anonymous reviews by Fairygodboss members. See all reviews ›
Job Title: Head of Customer Marketing Off-Trade
Location: Hamburg, Germany
Contract terms: Permanent
About the Function
Sales is where our brands meet the real world.
This team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to make sure our brands are part of moments that matter everywhere.
It's a dynamic, people-focused environment where curiosity, commercial thinking and strong relationships make the difference. You'll have the opportunity to grow your network, develop your skills and see the direct impact of your work every day.
About the role
Top Accountabilities
About You
Qualifications
Experience
Working with Us
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 crafting iconic drinks chosen for life's moments. And it's our people, with their different experiences, perspectives and talents, who make that possible.
We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You'll work alongside people with different backgrounds, experiences and perspectives - challenging, supporting and learning from one another as one outstanding team.
Together, we're constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win.
Wherever you join us, you'll have the opportunity to contribute, make an impact and play your part in making life's moments mean a little more.
Ready to bring your best? This could be your opportunity.
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.
Location: Hamburg, Germany
Contract terms: Permanent
About the Function
Sales is where our brands meet the real world.
This team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to make sure our brands are part of moments that matter everywhere.
It's a dynamic, people-focused environment where curiosity, commercial thinking and strong relationships make the difference. You'll have the opportunity to grow your network, develop your skills and see the direct impact of your work every day.
About the role
Top Accountabilities
- Orchestrates the annual activation calendar across customers and channels, balancing business priorities, shopper opportunities and customer needs.
- Drives Excellence in Execution by establishing best-in-class activation standards, continuously challenging the status quo and ensuring consistent implementation across all off-trade touchpoints.
- Aligns and steers execution priorities in close partnership with the National Field Force Manager to maximize in-store impact and return on investment.
- Partners with Commercial Off-Trade Channel and Category Leads to develop customer-centric and competitive omnichannel growth plans.
- Leads the development of customer activation strategies, commercial selling stories and negotiation support materials for annual customer business planning and negotiation cycles.
- Owns performance management of Off-Trade BTL activation investments, ensuring spending decisions are rooted in clear KPIs and robust post-evaluation processes to drive continuous improvement.
- Leads and develops a high-performing Customer Marketing Off-Trade team of 5, fostering a culture of accountability, collaboration and continuous improvement. Builds organizational capability and succession pipelines within the team to ensure sustainable business performance.
About You
Qualifications
- Bachelor's degree in Business, Marketing, Economics or related field; MBA or relevant Master's degree preferred.
- Strong expertise in Shopper Marketing, Customer Marketing and Commercial Planning.
- Good understanding of Category Management and Category Development principles.
- Solid knowledge of the DACH retail landscape and customer environment.
- Advanced analytical skills and experience with tools such as Excel, Power BI and shopper panel data sources (e.g. NielsenIQ).
Experience
- 8+ years of experience in FMCG/Consumer Goods, including significant exposure to customer-facing commercial roles.
- Proven track record in developing and executing channel- and customer-specific activation strategies and commercial plans.
- Demonstrated leadership experience, including coaching and developing high-performing teams.
- Experience managing significant activation budgets and investment allocation decisions.
- Strong ability to influence senior stakeholders and drive alignment across functions.
- Demonstrated ability to operate effectively at the intersection of Sales, Marketing and Category functions.
- Experience working in complex matrix organizations and leading cross-functional initiatives.
Working with Us
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 crafting iconic drinks chosen for life's moments. And it's our people, with their different experiences, perspectives and talents, who make that possible.
We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You'll work alongside people with different backgrounds, experiences and perspectives - challenging, supporting and learning from one another as one outstanding team.
Together, we're constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win.
Wherever you join us, you'll have the opportunity to contribute, make an impact and play your part in making life's moments mean a little more.
Ready to bring your best? This could be your opportunity.
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.
Additional Information
- Posted: Sep 25, 2026