Shopper Manager at Diageo

Dimensions of the role

a) Financial

• The programmes developed by the Shopper Manager contribute to delivering the KBL’s P&L and those of their designated category/brands
• Responsible for the in-outlet programme creation budget
• Measured against KBL growth targets and the key battlegrounds related to their designated categories

b) Market/ Environment Complexity

• The Shopper Manager has a broad reach across KBL, covering all channels and all brands within their designated category
• The individual will work within the parameters of the Marketing Business Plans as well as act on specific category and customer insights to deliver initiatives that can work across multiple channels.
• The individual must be seen as the specialist in the development of brilliant in store/bar programmes and will have the freedom to deliver the best work with the outcome to deliver category growth and KBL brand growth ahead of the category
• The role will require the individual to be mobile – 30% travel across KBL divisions

Key Accountabilities and Responsibilities

• The Shopper Manager is responsible for in-store/bar programmes for their designated category/brand.
• Responsible for creating category and brand Shopper Marketing programmes for scaled execution across multiple channels
• Responsible for the in-store/bar programmes from initial brief through to final toolkit development and customer proposition (as well as supporting execution and final M&E)
• Responsible for ensuring that the programmes are commercially viable and drive category growth (and brand growth ahead of the category)
• Responsible for the in-outlet programme budget creation

Key Stakeholders

• The Shopper Manager reports to the Shopper Marketing Manager
• This position is part of the team that provides the bridge between Brand/Consumer Marketing and Customer Marketing teams – key internal stakeholders include Marketing, Brand and Channel Development Managers
• In terms of external stakeholders, the role will be responsible for building strong relationships with our BTL/Shopper Marketing agencies and will work closely with some of KBL biggest customers (>£100K NSV) to provide differentiated solutions

Experience required

• A Bachelor of Commerce in Sales/Marketing or business degree or equivalent
• Proven track record in either Marketing and/or Sales (Customer Marketing). Minimum of 4 years experience.
• 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
• An ability to inspire agencies to deliver great work and ideally some experience of working with key customers

Skills required:

• 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
• Ability to influence across the different business units
• Strategic bandwidth-see opportunity, ideate and develop strategy, and lead in the implementation of that strategy
• Ability to triangulate complex data set to develop insights that will be used to develop plans that will drive business objective
• Great personal and interpersonal skills working in a Cross functional environment between supply, commercial leadership team, brand team, and members of Execs
• Project management skills with an ability to ideate and follow through with project from end to end till completion
• Great communication and presentation skills with an ability to breakdown strategy to simple executional plan comprehended by distributor teams

Diversity statement

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, disability, religion, gender identity, sexuality 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, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.