Brand Manager - Spirits at Diageo

About the Role

The role is a brand management position within the Kenya Marketing team. The job holder works closely with the Head of Spirits in providing leadership in planning and implementation of brand strategy laddering up to the higher business strategy

The role involves high stakeholder engagement including  sales team to ensure  full execution of field activities in line with brand strategies;

1. Consumer Planning & Research for provision of up to date research on brands and thorough analysis of the same for identification of opportunities and threats to the brand towards strategy development
2. Global Brand support offices for brand strategy alignment, sharing of best practice from locally developed projects and identification of innovation opportunities in support of brand growth
3.  Advertising Agencies & media agencies/media houses for effective brand communication in line with next generation marketing principles;
4. Group procurement for support on delivery of brand activity related goods and services;
5. Finance for cost/budget controls and brands profitability;
6. Production department for monitoring product quality and availability and PR agencies for enhancing brands image.
7. Cross functional linkages to deliver brand activities and innovations on time and in full
8. Management of the annual brand budget to deliver brand activities in line with the business growth strategy

Dimensions

Financial

• Proactively driving a robust brand P&L that meets both top line and bottom line objectives of the overall Spirits portfolio.

Market Complexity

EABL operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach.

The company invests heavily in A&P, Media buying, sponsorships and events to build brand equity and increase operating economic profit.

Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated.  This requires proactive marketing to maximise company market share. Trade is evolving and being more sophisticated especially at retail level. 

Leadership Responsibilities

1. Lead best practice in Marketing, providing tangible solutions to brand building gaps.
2. Lead commercial conversations through annual Game planning and implementation of brand strategy including identification of and implementation of stop gap measures.
3. Inspire and motivate agencies to execute brilliantly towards delivery of agreed brand objectives.

Purpose of Role

Protect, grow and build the brand by managing demand for the brands to achieve budgeted volume, market share and profit objectives. To develop and effectively implement marketing activities for the brands.

Top Accountabilities

1. Develop, implement & monitor annual strategic brand plan including proper management of allocated budget.
2. Monitoring brand availability and sales and being proactive on factors affecting the brand sales and market share performance.
3. Identify and recommend market research programmes aimed at enhancing brand positioning.
4. Analyzing market research data including secondary research and taking corrective action for enhancement of brand strategies.
5. Effective management of brand advertising and sales promotion to generate brand growth.
6. Recommending, planning & co-coordinating brand PR activities likely to enhance the brand sales and image in the short or long term.
7. Monitor competitor activities affecting the brand and take appropriate corrective action
8. Monitor, evaluate and recommend brand-packaging update including pack and range extensions and follow through to implementation in liaison with Marketing Manager.
9. Regular and continuous monitoring of brand costs and profitability and recommend areas for improvement.
10. Prepare monthly brand expenditure and variance report to control budgeted expenditure.
11. Plan and implement brand media strategy.
12. Market intelligence through regular trade visits and utilizing this to enhance brand activities.
13. Design, procurement and economic distribution of brand promotional materials to plan.
14. Interaction with Regional Brand (where applicable) liaisons to give updates on implementation of Brand strategic plans.

Qualifications and Experience Required

Qualifications

1. A Bachelor of Commerce Marketing or business degree or equivalent.
2. Relevant professional certifications.

Experience

1. Minimum of 3 years marketing experience preferably in a FMCG environment.
2. Brand management experience
3. Experienced in the development and execution of advertising strategies.

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, gender, disability, religion 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. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.