Career Opportunities 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

go to method of application »

About the role:

The Commercial Performance Manager (CPM) Premium Spirits Manager, Kenya is the performance driver for the entire International Premium Spirits (IPS) and Reserve portfolio. The role owns Performance management of the Premium Spirits portfolio, Distribution targets (ND), SIT (Sales in Trade), Shipment, DFC (Distributor Forward Cover), and JUCP (Joint Up Customer Plans) across both IPS (International Premium Spirits) and Reserve, ensuring every activity, investment, and customer plan translates into measurable growth. By integrating commercial priorities with customer marketing execution, this role guarantees focused delivery, strong Return on Investment, and competitive advantage in the Kenyan market. 

Key Responsibilities & Outcomes 

Reporting & Insights: 

National Premium Spirits Reporting: 

• Lead daily tracking of Performance Management, SIT (Sales in Trade) and DFC (Distributor Forward Cover) across IPS and Reserve for opportunities and insights 
• Lead weekly and monthly tracking of Distribution (ND), SIT (Sales in Trade) and DFC (Distributor Forward Cover) across IPS and Reserve (Commercial Performance Dashboard pack).  
• Lead weekly building blocks and purchase plans tracking 
• Any Adhoc reporting requirements as need be for Premium Spirits   
• Ensure insights are translated into actionable interventions. 

Reserve Division Reporting: 

• Weekly and monthly tracking of Reserve Division Performance 
• Lead DLT (Divisional Leadership Team) discussion on performance highlighting opportunity areas and track actions agreed upon 
• Support the team in translating reports from Commercial Operations into course correcting actions. 

Joint Up Customer Plans (JUCP) Execution & Tracking 

• Actively supervise and manage JUCPs across IPS and Reserve. 
• Conduct impact assessments measuring commercial and brand outcomes in line with our controls framework 
• Share JUCP impact with teams for corrective action and with CLT (Commercial Leadership Team) for accountability. 

Cycle Brief Execution 

• Coordinate with Customer Marketing team to ensure Reserve Team fully briefed on activities, co-ordinate outlet selection, and ensure outlets submitted to Commercial Operations on time. 
• Weekly journey planning for activities to be done with support from Customer Marketing team. 
• Own the BTL (Below the Line) conversation with the Reserve team, highlighting gaps in BTL execution and coordinating contract addition and amendment. 
• Track compliance and call out gaps for immediate action. 

Budget & PO (Purchase Order) Management 

• Lead divisional budget ownership and PO processes for International Premium Spirits and Reserve. 
• Optimize spend, reallocating dynamically to protect key performance indicators. 

 Governance & Controls 

• Implement strong governance rigor across Divisional BTL activities and JUCPs 
• Ensure compliance, audit readiness, and documentation of all JUCP related commercial actions. 

Skills and Experience:

Qualifications 

• Undergraduate Degree or equivalent experience in relevant field  demonstrated ability in a similar role 

Key Skills & Competencies 

• Proven track record to lead daily performance management across multiple portfolios  
• Strong commercial and financial competence with a Return on Investment driven mentality. 
• Sophisticated analytical and reporting skills (Excel/BI tools). 
• Strong capability in customer activity management and JUCP tracking. 
• Leadership presence with accountability, rigor, and influencing skills.