Senior Brand Manager - Mainstream Spirits at Diageo

Key Deliverables

Strategy

• Lead business to realise our F22 commercial strategy
• Develop and deploy world class marketing business plans that are insight driven, consumer focused and commercially viable
• Work with Consumer Planning & Research for provision of up to date brand performance and consumer insights

Performance

• Accountability for Market Performance, in close partnership with commercial teams
• Lead or support interventions as required run the P&L to unlock growth
• Lead advertising and promotion resources as allocated, drive effective and efficient use of Media pend and support the Shopper Marketing team to ensure BTL spend efficiency.

Build the Brand: Content and Culture

• Partner with Global Brand Teams, Media and Advertising agencies for brand strategy search & spin and development of effective brand communication; brand communication planning and media spend optimisation
• Deliver brilliant creative content & assets with path to purchase triggers
• Develop and deploy a world class digital strategy and ensure our brands secure a strong digital/online footprint
• Vibrant brand world brought to life at all touchpoints, experiences, events and at POP
• Multi-channel communications model which step-changes awareness and (re)recruits consumers at scale, and builds vibrant brand in culture
• Drive internal passion for beer and help build beer category capability

Commercial Roadmap

• Maintain a ‘launch mentality’ to ensure we are within arms reach of all relevant consumption occasions (right distribution, right SKU, right occasion)
• Bring FMCG focus to build through-the-line drivers of Last 7 Days penetration growth
• Engage across the organization through cross-functional collaboration & pro-active stakeholder engagement; ensure strong and encouraging relationships across departments

Key Marketing CapabilitiesBuilding purposeful winning brands

• Compelling brand story-telling: Able to craft compelling brand and strategic narratives that energize consumers and the business
• Strategy Activation: Consistently develop plans that beat volume, NSV and CAAP targets.
• Connection planning: A social native and commercial realist. Adept at delivering brand content and experiences in all the moments that matter
• Excellence in social media/consumer conversations- run the development and distribution of the brand content to engage with consumers in culture

Driving Marketing Performance

• Brand Performance Analysis: Has demonstrated rigorous, robust brand performance analysis, and identified issues and opportunities to drive recruitment
• Commercial Skill: Demonstrate understanding of category and customer profitability, and competitor landscape, to make recommendations that build value for customers and brand/category
• P&L Management: Understands a brand’s P&L and levers to handle profitability
• Measurement and evaluation to drive A&P productivity-Media performance management to ensure efficiencies and effectiveness via productivity tracking and use marketing catalyst to supervise -performance

Delivering Integrated Execution

• Creative judgement: Good instinctive judgement on evaluating creative ideas and giving simple, effective feedback vs fit to brief
• Multi-channel execution: build great plans and distribute content that grow salience and drive recency, impact and reach across the path to purchase
• Pace and agility: Instinctive feel for what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time
• Flawless Execution: Consistently implements marketing programmes with excellence
• Using Digital Tools- apply technology, platforms to enhance connections with consumers including use of Sprinklr for social listening, moderation, asset management and performance management

Using Insights to Sell More

• Demonstrates consumer curiosity (external focus, cultural trends)
• Shows grasp of data analysis, tools and techniques
• Good knowledge of media & digital world / opportunities

Forging Powerful Partnerships

• Running productive partnerships: Handles productive relationships with internal and external partners, including C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and return on investment
• Multi-channel planning and management: Works with agencies to ensure optimal media mix; delivers effective and efficient media pans that drive impact, recency and reach

Key Leadership CapabilitiesWin through Execution: Lead bold execution in a constantly evolving world

• Act like owners by holding self and others to account for highest standards
• Scan the environment constantly and adapt plans with pace
• Inject dynamism to win and unlock capacity to decide and act quickly
• Demand brilliant execution to ensure we always win at the point of purchase

Shape the Future

• Enable others to inspire the future and be brave to act boldly now
• Set context and empower people to experiment and unlock opportunities for growth
• Insist on sufficient data and insights that quickly move us to action

Inspire through Purpose

• Inspire teams to take entrepreneurial risks; encourage and recognize learning

Qualifications and Experience Required:Qualifications

• A Bachelor of Commerce Marketing or business degree or equivalent

Experience

• Minimum of 5 years marketing experience preferably in the FMCG environment.
• Experience in the development and execution of marketing strategies.

Summary of potential candidate

• A great leader mind-set, a well-rounded marketer who balances creative and commercial instinct.
• Is a highly effective and autonomous operator who can forge great relationships across a matrix organization (commercial, customer marketing, supply, finance, CP&R, C&E)
• Has the passion to become a Beer Category expert in Africa, helping key internal and external collaborators navigate the complexities of the ever-evolving Beer category
• Has the drive and impact to ensure the business maintains disproportionate focus on our local beer portfolio and thoughtfully implements our commercial and marketing strategies.