Shopper Manager - Premium Spirits, EABL at Diageo

Role Responsibilities:

• Channel Marketing and Promotion: develop and execute channel and brand specific marketing and promotional campaigns to drive traffic, increase sales, and enhance brand visibility; co-ordinate with marketing and creative teams to develop channel-specific marketing materials, Point of Sale (POS) displays, and promotional collateral; monitor and evaluate the effectiveness of marketing and promotional activities, tracking ROI; adjust strategies as needed. 
• Shopper Marketing Strategy: Craft category and brand Shopper Marketing programs for scaled execution across multiple channels (on-trade/bars and off-trade/retail). 
• In-Outlet Program Execution: Manage the cycle of in-outlet brand programmes, from initial brief to toolkit development, customer proposition, and final measurement & evaluation (M&E). 
• Commercial Accountability: Own the in-outlet programme creation budget and deliver category growth (driving brand growth ahead of the category). 
• Agency Management: Lead BTL (Below-the-line) marketing agencies to deliver high-quality, industry-leading POS materials and activations. 
• Cross-functional Leadership: Work with Sales, Brand, and Supply teams to align on marketing business plans 
• Distribution Management: optimize product distribution strategies to maximize availability, reach, and shelf presence in target channels and markets; monitor and evaluate distribution network performance, identifying opportunities for expansion, consolidation, or optimization; develop sales plans, targets, forecasts to drive market share growth. 
• Market Analysis and Insights: conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape; utilize market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel; stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance. 
• Budget Management: develop and manage the category/brand budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and ROI potential. Optimize spending to maximize channel impact and efficiency. 
• Governance: Ensure End To End (E2E) compliance of set standards in Channel & Shopper activities, agency management and Resource Utilisation.  
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• Key Performance Indicators
• Financial: Delivery of NSV (Net Sales Value) and Gross Margin targets, as well as management of the A&P (advertising and promotion) and TI (trade investment) budgets. 
• Market Share: Growing brand share ahead of the category (Growth in premium spirits sales and value share). 
• Visibility & Activation: Success of in-store/bar campaigns, measured through visibility and shopper engagement (Activation ROI and effectiveness). 
• Conversion rate at point of purchase. 
• Retail execution compliance. 
• Shopper engagement metrics. 
• Measurement & Evaluation (M&E): 100% compliance of M&E standards. 

Experience / skills required:  

• Educated to university degree level or equivalent. Postgraduate qualifications an advantage 
• Proven experience either within an FMCG organization within commercial or customer marketing 
• A consistent track record in field sales & customer marketing experience, with demonstrated ability in planning and execution. 
• A good understanding and strong capability to mentor others on customer marketing fundamentals & BTL (below the line) process. 
• Excellence in terms of communication skills along with demonstrating outstanding partnership with internal and external collab