Senior Brand Manager - Spirits at Diageo

About the role:

The Senior Brand Manager is responsible for driving the growth, profitability, and long-term equity of assigned brands through the development and execution of effective marketing strategies. This includes full ownership of the Marketing Business Plan (MBP) —from planning and budgeting to execution and performance tracking.

Role Dimensions:

Financial Accountability (Budget/Revenue):

• Deliver volume, revenue and profitability targets
• Monitor market share and competitor activity and relevant marketing investment spend

Role Responsibilities:

• Strategic & MBP Leadership: Own and drive the Marketing Business Plan (MBP), setting brand direction and ensuring delivery of growth, profitability, and brand equity targets at East African Breweries Ltd.
• Cross-Functional & Stakeholder Influence: Lead through influence by aligning internal teams and external partners to deliver strong, consistent in-market execution in a competitive landscape
• Execution & Performance Ownership: Ensure excellence in campaign execution, track performance against key performance indicators, and take accountability for results through data-driven decision-making and continuous optimization

Marketing Business Plan (MBP) Management:

• Develop and lead the annual MBP aligned to business objectives
• Define brand growth targets (volume, revenue, market share)
• Identify key consumer segments and growth opportunities
• Manage and optimize A&P (Advertising & Promotion) budgets
• Track, analyze, and report MBP performance against critical metrics
• Adjust strategies based on in-market performance and insights

Brand Strategy & Development:

• Define and maintain brand positioning and identity
• Build long-term brand equity and differentiation
• Lead innovation pipeline (new products, packaging, variants)
• Ensure consistency across all consumer touchpoints

Campaign Planning & Execution:

• Develop and implement coordinateded marketing campaigns (ATL, BTL, Digital)
• Lead creative development with agencies
• Drive consumer engagement through activations and experiences
• Ensure excellence in execution across channels

Stakeholder & Cross-Functional Management:

• Collaborate with:
  • Sales (trade execution)
  • Finance (budget control & return on investment tracking)
  • Supply Chain (product availability)
  • External agencies (creative, media, digital)
• Ensure alignment on brand priorities and execution plans

Skills and Experience:

Qualifications:

• Bachelor’s degree or equivalent experience in Marketing, Business, or related field
• 6–10 years’ experience in FMCG/consumer marketing
• Tried experience in brand management and campaign execution
• Experience running budgets and delivering business results

Skills & Experience:

• Critical thinking and planning
• Financial competence and budget management
• Strong analytical and data interpretation skills
• Consumer insight development
• Project and collaborator management
• Creativity and innovation mentality