Head of Experience

Organisation: Diageo

Location: Edinburgh

Head of Experience– Malt Brand Homes


Permanent – full time

Closing Date – 8th July 2021

About Us

Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose – Celebrating life, every day, everywhere has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value

This is a chance to be involved in an ambitious and truly one-of-a-kind team where our aim is to create remarkable and unforgettable experiences across each and every one of our venues across Scotland. Our Malt Brand Homes will take visitors on an immersive, multi-sensory journey through the flavours of Scotland, sharing our love for Scotch with a new generation of whisky drinkers. Visitors will lose themselves in the journey whisky-making in our experiences and make purchases from our fantastic retail offerings. We want our guests to embrace every minute with us and feel the same way we do about our heritage. Being part of Diageo means being a torchbearer for our brands and making them even better for the next generation. It’s a career-defining responsibility. If you have a genuine passion for our craft, our character and our products, help us continue the story and build a great career in the process.

Feel inspired? Then this may be the opportunity for you.

About the Role

The Head of Experience for Malt Brand Homes will be responsible for creating the vision for our visitor experiences in service of theme, emotional engagement, sustainability, increasing opportunities for revenue and extending the brand connection well beyond the visit for every customer. 

You will lead our Regional Brand Home Managers in setting the strategy for our sites in Scotland with a viewpoint toward achieving world-class customer experience, excellent team engagement and financial profitability. Using your strong leadership skills, you will coach and develop your direct reports with clear purpose, personal accountability, and well-defined performance goals and processes in order to support them with their commercial and operational strategies. By doing this you will set the culture within the team to ensure the experiences are run with operational excellence and the team of over 100 in total are inspired and have what they need to achieve our growth ambitions. Ultimately, you will set the vision for the future strategy of the Brand Homes, encourage people to discover Scotch whisky, and promote sustainability and responsible drinking with world class experiences. 

You will bring your industry knowledge and constantly evaluate external Distillery Visitor Centres across Scotland and visitor experiences worldwide; taking learnings and implementing new customer focused experience initiatives to ensure we are always market leading and a world-class benchmark in the Visitor Experience sector. This will involve having your finger on the pulse in regards to customer trends to implement innovative and sustainable experiences within our Brand Homes.

About You

You will be an inspiring leader and role model with a background in the Experiential sector, preferably having worked internationally, who is a true visionary that is able to analyse the external environment and quickly adapt strategy in line with customer trends to ensure we are providing world class customer experiences.

You will have a proven track record for creating and implementing the strategy to develop world-class experiences to deliver growth in footfall and generate revenue across retail and experiential sectors. This will require strong stakeholder management with a number of internal and externals in order to build strong working relationships and acting as an ambassador for our Brand Homes.

This is the dream job for someone who is results driven and a visionary, with a desire to work in a fast-paced environment with a proven track record of managing a large P&L, achieving operational KPI, revenue, and profit targets.

Most importantly you will have a customer focused mindset as our aim is to create memorable experiences for our visitors.

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.


Application Deadline: Thursday 08/07/2021