Brand Curator at Diageo

Purpose of Role:


You are responsible for curating, managing, and elevating Spiritual Homes and priority outlets, ensuring every brand experience reflects the highest standards of premium and luxury.
You exist to make our brands visible, culturally relevant, and consistently chosen through exceptional execution and experience design, while directly influencing premium mix, reserve brand growth, and commercial performance within curated outlets.


Core Accountabilities:

Brand Outlets Ownership


Own and manage all flagship brand outlets
Ensure each home delivers: World Class brand experiences, flawless serve execution and consistent and compelling brand storytelling
Define and uphold luxury standards per brand
Conduct regular audits to ensure consistency and excellence
Hold authority to approve or reject execution standards within brand outlets


Experience Curation & Guest Journey


Design and deliver end to end guest experiences:
Arrival → Welcome → Serve → Storytelling → Exit
Curate: Drink rituals, atmosphere (music, lighting, energy) and hosting and service flow.


Brand Standards & Luxury Codes


Own execution of: Glassware, garnish, serve rituals, and presentation
Ensure alignment with global brand guidelines while adapting to local cultural context
You protect the distinction between premium and true luxury.


Menu & Serve Excellence (Brand Outlets & Key Accounts)


Bring menus to life within Spiritual Homes and priority outlets
Ensure cocktails are: Executed flawlessly, presented beautifully and delivered consistently


Support development of:


Signature serves
Luxury rituals
Seasonal and culturally relevant menu moments


Cultural Relevance & PR Impact


Curate and activate "Acts in Culture" within Spiritual Homes and beyond
Create PR worthy brand moments that drive visibility and conversation
Partner with: Influencers, Creators, Tastemakers and Media platforms
Lead creation and capture of premium content: Social storytelling, experience highlights and brand narratives.
Contribute directly to earned media value and PR targets


Capability & Coaching


Train bartenders and outlet teams on:
Luxury execution
Hosting and storytelling
Attention to detail
Coach Brand Ambassadors on experience design and presentation standards


Stakeholder & Outlet Management


Build strong relationships with: Internal Stakeholders, Outlet owners/Key decision makers and Bar managers.
Act as a trusted advisor on premium and luxury execution


Measurement & Continuous Improvement


Track and analyse: Experience quality scores, PR & content performance, outlet engagement and consistency and premium mix and reserve brand performance within curated outlets.
Use insights to continuously refine execution and elevate standards


Qualifications & Experience:

Qualifications:


Bachelor's degree or equivalent experience in relevant field


Experience:


The ideal candidate will have 3+ years of experience working with luxury brands in the spirits/wine, luxury hospitality or food & beverage industries. The candidate has worked across luxury sales, experiential marketing or customer marketing functions.


Preferred Experience:


Proven experience in content direction and production with expertise in content commissioning or is content producer with social-first approach to earn.
Has expertise across digital and social channels, search engine optimization and content planning.
A storyteller with the ability to bring ideas to life in bright, dynamic ways.
Has strong relationships with the trade, influencers and organizers.
Passion for luxury and premium brands, our customers & our consumers.
Luxury Activation - track record of successful brand activations, executed with exceptional standards in luxury, highly talked about.