Shopper Manager at Guinness

Job Description

Reports to: Shopper Marketing Manager

Context

We turn shoppers into buyers of our brands through marketing propositions that align to our category, customer and brand goals.
This team has been created to influence shoppers’ actions and change their behaviour… in order to grow our categories and in so doing, become an indispensable partner for customers.
This team will Win at the Moment of Choice with Consumers and Shoppers by developing insight led, breakthrough shopper marketing activities which generating sustainable profitable category growth.
Our innovation and brand plans will be developed with greater consideration to our Customer agenda and the needs of shoppers to ensure we deliver our both our category and brand objectives.

Market Complexity

• We work in one of the most interesting and diverse markets in the world. The only thing that is guaranteed is VUCA, but with complexity comes unparalleled business and personal growth opportunity.
• Business model: KBL is part of EABL, a well-respected and stock market listed company that has been serving Kenyan consumers since 1922. This role reports to the
• Shopper Marketing Manager, who in turn reports to the KBL Head of Customer Marketing. KBL operates across beer and spirits, with strong share in both categories. As a result of our position, the primary purpose of this role is to generate compelling shopper insights aligned to our Customers and brand plans with the aim to recruit new category drinkers, growing beer and spirits penetration. Therefore, this role requires significant strategic capability, as well as the drive and problem-solving skills to execute brilliantly.

Key Accountabilities & Responsibilities

• Leveraging Diageo’s portfolio and trade strategy to build insight generated shopper and channel plans that translate into a compelling activation cycles in partnership with customers.
  
  • Play a key role in the joint business planning cycle, identifying strategic alliances and opportunities that unlock growth for our categories and customers.
  • Build strong internal and external relationships being sought out as a credible & trusted Shopper Marketing expert and adviser.
  • Lead the development and execution of multi-channel shopper marketing campaigns that deliver the Customer, Brand and Shopper objectives.
  • Optimise campaign creative and touch points across the entire path to purchase to ensure we are influencing shopper behaviour.
  • Ensure campaigns are fully commercialised and deliver category growth with proportionate share growth for Diageo. This commercialisation will be complimented by a robust measurement and evaluation process to ensure all learnings inform new campaign development.
  • Project management of multiple Shopper Marketing campaigns and stakeholders (Customer, Sales, Brand and Agency)
• Leadership Responsibilities
  
  • Passion for consistently delivering great performance and being able to identify clear priorities and focus on them at all times.
  • Be imaginative in finding solutions to issues and pursuing opportunities for the business which will ensure we continue to beat the competition.
  • Ability to work cross functionally with internal & external stakeholders / partners to deliver plans & activities.
  • Demonstrate deep personal accountability for great performance
• Leadership Responsibilities
  • Passion for consistently delivering great performance and being able to identify clear priorities and focus on them at all times.
  • Be imaginative in finding solutions to issues and pursuing opportunities for the business which will ensure we continue to beat the competition.
  • Ability to work cross functionally with internal & external stakeholders / partners to deliver plans & activities.
  • Demonstrate deep personal accountability for great performance

Key Internal & External Interfaces

• Internal: Customer Marketing Unit, Shopper Marketing Team, Innovation, Consumer Planning Teams, Sales Operations, Finance.
• External: Agencies, Customers.

Qualifications And Experience Required

• A proven track record in either Marketing and/or Sales (Customer Marketing)
• Strong creative judgement and good commercial understanding (of our customers and their shoppers)
• An individual who understands how to get things done within KBL and has the ability to influence across a broad network of the organization – there is some ‘thinking’ involved’ but much of this will be about simply ‘decide’ and ‘act’
• An ability to inspire agencies to deliver great work and ideally some experience of working with key customers