Summary
Overview
Work History
Education
Skills
Websites
Timeline
Generic

JANINA JAHNS

Miami

Summary

Marketing leader with extensive experience in global agencies and Diageo, specializing in transforming cultural insights into impactful brand activations. Proven track record in strategic planning and public speaking, driving increased brand engagement and market share. Bilingual in German and English, adept at building partnerships and leading cross-functional teams to achieve ambitious objectives.

Overview

9
9
years of professional experience

Work History

Brands in Culture Director

Diageo
Miami
03.2023 - Current
  • Spearheaded Diageo’s ‘Brands in Culture’ agenda for the whole portfolio across Latin America, transforming cultural insights into impactful activations for Johnnie Walker, Buchanan’s, and Smirnoff.
  • Developed and directed cross-market campaigns that increased category share and brand engagement.
  • Drove regional integration under a unified ONE LAC strategy, identifying shared opportunities to enhance consumer connection.
  • Collaborated with insights, commercial, and agency teams to convert cultural trends into actionable business platforms.
  • Enhanced internal capabilities through training programs and the development of cultural radar tools.
  • Served as external advocate for Diageo’s society-forward marketing at industry events, highlighting leadership in sustainability and inclusion.
  • Led cross-functional teams to execute strategic marketing initiatives effectively.

Senior Culture & Entertainment Manager, Northern Europe

Diageo
Amsterdam
07.2020 - 02.2023
  • Led the end-to-end design and execution of culturally rich, omnichannel brand experiences for the Gin, Aperitivo, and 0.0% portfolio in Northern Europe.
  • Translated insights into hyper-local activations across On-Trade, Off-Trade, and E-commerce, driving recruitment and premiumization in diverse markets.
  • Created a trend-tracking dashboard and integrated an M&E model to measure cultural and commercial ROI.
  • Developed strategic partnerships with creators, festivals, and cultural tastemakers to build relevance and drive social advocacy.
  • Worked closely with commercial teams to integrate brand experience into trade and advocacy programs (e.g., Tanqueray bartender network).

Senior C&E Manager Luxury and Scotch, Benelux

European Central Reserve
01.2020 - 06.2020
  • Engaging country commercial teams to drive holistic execution around campaign content incl. development of interactive, media, creative, sales promotion, and PR strategies
  • Creation and development of integrated plans
  • Appropriation of culture plans from the European C&E team and shaping localized plans based on cultural insights
  • Shaping compelling agency briefs in collaboration with key stakeholders
  • Monitoring and analyzing a brand and competitors’ performance to identify Strengths, Weaknesses, Opportunities, and Threats
  • Increased print and local online coverage by more than 200%
  • I report directly to the C-suite and partner with the European Central Reserve C&E leads and brand teams to establish market-specified strategies.
  • Responsible for leading the brand communication Benelux and executing the created strategies with a network of dedicated agencies, specializing in influencer engagement, content creation, media relationships, media buying, and social media to support building optimal plans.

Senior C & E Manager Luxury and Scotch, Germany, and Austria

European Central Reserve
07.2019 - 12.2019
  • Engaging country commercial teams to drive holistic execution around campaign content
  • Creation and development of integrated plans
  • Appropriation of culture plans from the European C&E team and shaping localized plans based on cultural insights
  • Shaping compelling agency briefs in collaboration with key stakeholders
  • Monitoring and analyzing a brand and competitors’ performance to identify Strengths, Weaknesses, Opportunities, and Threats

Senior Project Manager

haeblerlein&maurer ag
06.2018 - 06.2019
  • Developing annual brand plans in partnership with the sales and insight teams
  • Implement & facilitate an effective local & national marketing strategy to maximize brand potential
  • Marketing certain brands to increase their popularity among target consumers
  • Develop partnerships & relationships with third parties to meet strategic objectives
  • Event Management & Trade Fair Communication
  • Online campaigns, website, use of digital/social media
  • Monitoring performance against marketing targets both internally & externally
  • Effectively managing, coaching, motivating, and developing the sales teams
  • Monitoring and analyzing a brand and competitors’ performance to identify Strengths, Weaknesses, Opportunities, and Threats
  • Successfully built large effective themed events with record-breaking traffic and reach
  • Responsible for 12 employees
  • Utilizing all resources cost-effectively
  • Budget responsibility for approx. 1,800,000 €

Senior Account Director

RPM-revolutions per minute
12.2016 - 05.2018
  • Project Management & Strategic Planning
  • Creation of operating plans, design and implementation of executive dashboard & reports
  • Responsible for eight employees
  • Hubbing of Austria and Switzerland
  • Event Management & Trade Fair Communication
  • Employer Branding
  • Controlling and Budgeting
  • Budget responsibility for approx. 1,200,000 €

Senior Account Executive

Edelman
04.2016 - 11.2016
  • Project Management & Strategic Planning
  • Conception & Consulting (existing clients & new business)
  • Corporate Publishing
  • Communications & Influencer Marketing
  • Event Management & Trade Fair Communication
  • Employer Branding
  • Controlling and Budgeting
  • Budget responsibility for approx. 700,000 €

Education

Master of Science - Management

Harvard Extension School
Cambridge, MA
05-2028

Master of Science - International Area Studies

University of Halle (Saale)
Germany
01.2016

Bachelor of Arts - Middle Eastern Studies

University of Leipzig
Germany
01.2011

Arabic Language Course - Modern Standard Arabic

Kalimat Language School Cairo, Mohandessin
Egypt
10.2008

Skills

  • Project management
  • Brand strategy
  • Cultural analysis
  • Cross-functional collaboration
  • Effective communication
  • Data analysis
  • Team leadership
  • Relationship building
  • Market research
  • Partnerships and alliances
  • Content creation
  • Task delegation

Timeline

Brands in Culture Director

Diageo
03.2023 - Current

Senior Culture & Entertainment Manager, Northern Europe

Diageo
07.2020 - 02.2023

Senior C&E Manager Luxury and Scotch, Benelux

European Central Reserve
01.2020 - 06.2020

Senior C & E Manager Luxury and Scotch, Germany, and Austria

European Central Reserve
07.2019 - 12.2019

Senior Project Manager

haeblerlein&maurer ag
06.2018 - 06.2019

Senior Account Director

RPM-revolutions per minute
12.2016 - 05.2018

Senior Account Executive

Edelman
04.2016 - 11.2016

Master of Science - Management

Harvard Extension School

Master of Science - International Area Studies

University of Halle (Saale)

Bachelor of Arts - Middle Eastern Studies

University of Leipzig

Arabic Language Course - Modern Standard Arabic

Kalimat Language School Cairo, Mohandessin

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