Digital Planning Director

Agency:

PHd

Job Function:

Media

Job Subfunction:

Media Planning and Buying

Job Description:

ABOUT THE CLIENT AND ROLE
Diageo is home to some of the most famous brands in the world, including Johnnie Walker, Guinness, Smirnoff and Baileys. These are brands with extraordinary heritage, global scale and ambitious plans for growth.

At PHD, we're helping Diageo transform how these brands connect with consumers around the world through a new approach to media and marketing built around Connected Reach.

At the heart of this transformation is a shift in how we activate brands. Rather than thinking about media as a collection of individual channels, we're building a more connected approach across four complementary areas: Communications, Communities, Creators and Commerce.

Each has a distinct role to play. Communications builds brand fame and reaches audiences at scale. Communities create relevance and deeper connections around shared interests and passions. Creators bring authenticity, influence and cultural credibility. Commerce connects consumer demand with opportunities to purchase.

Together, they create a more connected way to reach consumers, build brands and drive growth.

This transformation makes the role of Digital Planning Director more important than ever.

As the boundaries between media, content, culture and commerce become increasingly blurred, digital expertise needs to sit at the heart of strategic planning - not simply be brought in once the strategy has been developed.

Sitting at the intersection of our global strategy and digital teams, you'll play a pivotal role in shaping how Connected Reach comes to life. You'll bring deep digital expertise into the strategic process, helping define the role of each of the 4Cs, identify opportunities to connect them and translate our thinking into actionable digital strategies.

Crucially, this isn't just about developing great strategies for individual brands. It's about building the global planning frameworks, playbooks and toolkits that will define how Diageo activates Connected Reach across its portfolio and markets worldwide.

You'll help establish a consistent, scalable approach to digital planning that regional and local teams can adopt, ensuring that our global strategies translate into connected, high-quality activation wherever Diageo's brands operate.

WHAT YOU'LL BE RESPONSIBLE FOR

Bringing Connected Reach to Life

You'll play a central role in translating Diageo's Connected Reach transformation into practical media planning approaches. You'll help define how Communications, Communities, Creators and Commerce work individually and collectively to reach consumers, build brands and drive growth. You'll ensure that the 4Cs become an integrated planning approach rather than four separate activation disciplines.

Bridging Global Strategy and Digital Expertise

You'll act as the critical connection between our global strategy teams and digital specialists, ensuring that digital expertise shapes our thinking from the outset. You'll bring a deep understanding of platforms, audiences, technology and activation into strategic responses, helping develop ideas that are both ambitious and grounded in how digital media works.

Building Global Planning Frameworks and Toolkits

You'll lead the development of planning frameworks, playbooks and toolkits that turn Connected Reach into a practical, repeatable way of working. From defining the role of the 4Cs to establishing channel principles, audience approaches and activation guidelines, you'll create the tools that enable markets to translate global brand strategies into connected media plans.

Driving Consistency Across Global Markets

You'll help establish a standardised approach to digital planning across Diageo's regions and markets. Working closely with global, regional and local teams, you'll ensure that our frameworks and toolkits are understood, adopted and embedded in everyday planning, creating greater consistency while allowing for local consumer, cultural and market differences.

Connecting the 4Cs Across the Consumer Journey

You'll help identify how Communications, Communities, Creators and Commerce can work together to create more effective consumer experiences. Rather than planning channels in isolation, you'll bring a connected perspective to audience journeys, platform roles, content, influence and conversion — ensuring that each element contributes to the overall brand and business ambition.

Turning Global Strategy Into Actionable Digital Plans

You'll translate global brand and communications strategies into clear, implementable digital planning recommendations. Working with activation specialists, you'll help shape channel roles, audience strategies, platform approaches and investment priorities, ensuring that our plans are strategically rigorous, digitally sophisticated and practical for markets to execute.

Championing Digital Innovation and New Opportunities

You'll bring a forward-looking perspective on the changing digital landscape, identifying opportunities across platforms, creators, communities, commerce, data and technology. You'll work with our specialist teams and global partners to turn emerging opportunities into scalable approaches that can strengthen Diageo's Connected Reach ambitions.

Embedding Data, Technology and Planning Tools

You'll champion the use of Omni and our wider data and technology capabilities to strengthen the rigour of our planning. You'll help embed audience insights, planning tools and measurement frameworks into the global toolkits we develop, ensuring that teams have the capabilities and guidance needed to deliver more effective connected media strategies.

Building Capability Across Global and Local Teams

You'll help raise the standard of digital planning across the Diageo account, working with regional and local teams to embed new approaches, share best practice and develop digital planning capabilities. You'll play an important role in helping teams move from understanding Connected Reach as a strategic ambition to confidently applying it in their day-to-day planning.

 

WHAT YOU BRING

Experience in digital media planning and strategy within a leading media agency, ideally with experience working on large, international brands.

Deep understanding of the digital ecosystem, including programmatic, social, video, search, creators, communities and commerce, and how these disciplines can work together to drive brand growth.

A strong strategic mindset, with the ability to connect high-level brand ambitions with the realities and opportunities of digital media activation.

Experience developing integrated digital strategies that connect brand building, consumer engagement and conversion across the consumer journey.

Proven ability to develop planning frameworks, playbooks and toolkits that simplify complex strategic thinking into practical, scalable approaches.

Experience working across global, regional or multi-market accounts, with an understanding of how to balance global consistency and local market relevance.

The confidence and credibility to work across senior strategy, planning and digital teams, challenging thinking and bringing specialist expertise into the strategic process.

Strong knowledge of audience planning, data, measurement, technology and the role they play in delivering more connected and effective media strategies.

Excellent communication and storytelling skills, with the ability to make complex digital subjects simple, compelling and actionable for a wide range of stakeholders.

A collaborative leadership style, with a passion for raising planning standards, developing capabilities and helping teams embrace new ways of working.

To the extent permissible by local law, Omnicom’s policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager.

Omnicom is committed to hiring and developing exceptional talent. We agree that talent is uniquely distributed, and we’re focused on developing inclusive teams that can bring the best solutions to everything we do. We strongly believe that celebrating what makes us different makes us better together. Join us—we look forward to getting to know you. We will process your personal data in accordance with our Recruitment Privacy Notice.

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