Job Description
With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world's most iconic drinks.
From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life's moments — from everyday connections to landmark celebrations.
Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other.
Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.
Join us and play your part in making life's moments mean a little more.
About the FunctionMarketing is where our brands show up in culture and stay there.
This is where creativity meets insight.
We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.
From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.
You'll be part of a team that's curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.

About the role
Lead cultural insight initiatives that identify emerging shifts, tensions and opportunities relevant to consumers, brands and categories.
Translate cultural, societal and behavioral signals into clear implications for brand strategy, innovation and consumer engagement, partnering with Marketing and cross-functional teams to strengthen future-facing, culturally relevant business decisions.
Establish the PR agenda for the brand, rooted in culturally relevant insights.
Market ContextMexico is one of Diageo's priority growth markets and a strategically important operation globally,



offering significant opportunities across premium spirits.
The market is shaped evolving consumer preferences, digital transformation, and increasing expectations around sustainability and innovation.
Success depends on strong cross-functional collaboration to navigate a complex environment, manage risks, and deliver sustainable growth.
Achieving this requires us to stay consumer-centric, act decisively, and work as One Team.4.
Decision MakingCultural Insight AgendaWhat the role decides / recommendsRecommends priority cultural questions and areas of exploration based on business, brand and category needs.
Aligns priorities with Consumer & Shopper Insights Head and Marketing leadership; works within agreed business and learning priorities.
Cultural Trends & ForesightIdentifies and interprets emerging cultural, societal and behavioral shifts and recommends implications for brands and categories.
Connects cultural signals with consumer, shopper and market evidence; advances material strategic implications to senior leadership.
Brand & Innovation ImplicationsRecommends how cultural insights should inform brand positioning, innovation, communication and consumer engagement.
Partners with Brand, Innovation and Insights teams; strategic brand choicesremain with relevant brand/category leadership.
Research & External PartnersDefines project briefs and handles cultural research, foresight and specialist partners for assigned initiatives.




Operates within approved methodologies, agency frameworks, budgets and procurement standards.
Business Planning ContributionProvides cultural perspectives and recommendations into relevant brand, category and long-term planning processes.
Works with Consumer & Shopper Insights and Marketing leadership to integrate cultural intelligence with broader business evidence.
Cultural Intelligence Capabilit ySupports tools, frameworks and learning initiatives that strengthen cultural intelligence across Marketing and relevant cross-functional teams.
Aligns capability priorities with senior Insights leadership and leverages regional/integral methodologies where applicable.
Functional & Leadership ResponsibilitiesMonitor and interpret cultural, societal and behavioral shifts to identify implications and growth opportunities for brands and categories.
Translate complex cultural signals into clear, actionable narratives and recommendations for brand strategy, innovation and consumer engagement.
Lead cultural insight and foresight projects that address priority business questions and strengthen future-facing decision-making.
Connect cultural intelligence with consumer, shopper, category and market evidence to build a comprehensive view of emerging opportunities and risks.
Partner with Brand, Innovation, Consumer & Shopper Insights and other teams to embed cultural relevance into plans and initiatives.
Manage external cultural research, trends and foresight partners, ensuring high-quality and actionable outputs.
Support cultural intelligence capability building by sharing frameworks, perspectives and emerging signals across the organization.
Establish a PR strategy (rooted in culture) for the brand.
Key Outputs /

📌 Pr Culture And Entertainment Manager (Xico)
🏢 Diageo
📍 Xico