Description
Job DescriptionAbout usFrom Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role.
It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve.Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people.Feel inspired? Then this may be the opportunity for you.Purpose: The Customer Marketing organization in CCA impacts disciplines to deliver: World-class shopper understanding and insightsCompelling category strategiesSupport for outstanding customer collaborationValue creating and Category developmentOccasion and motivations driven strategies to win at moment of choiceEffective shopper marketing to support conversion at POSCustomer-focused planning, activation and executionThe Shopper Marketing Manager - Lead Spirits Premiumization role leads the shopper understanding based on data, future trends, commercial dynamics, and trade visit to generate powerful insights to win at the moment of choice with our Premium and Reserve portfolio.
Is also responsible for translating those shopper insights into clear BTL drivers and brands, developing toolkits that will be further executed to win at point of sales.The Shopper Marketing Manager - Lead Spirits Premiumization role works in alliance with different stakeholders along the ‘End to End’ Cycle Planning process in CCA: Marketing (Brand teams and Consumer Strategy), Channel Development Managers, Promo & Pack Manager, E-Commerce Manager, CP&A Managers, Commercial teams (including Distributors), Cycle Planner and RGM (Growth). Also, is responsible for leading multifunctional teams of agencies to deliver best in class shopper marketing execution across channels with the Lead Spirits Premiumization portfolio.Market Context: The Caribbean and Central America (CCA) is one of Diageo’s most diverse and profitable markets. It is the number 1 market in Latin America and the Caribbean (LAC) in terms of profitability, both in absolute and margin terms, and number 2 in terms of NSV. Globally, we are the second most profitable market for Diageo, after North America.Our route to market is supported by a combination of 12 major Free Trade Zone & Border customers, and more than 50 key Distributor Partners.
We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology centre and principal warehousing operations.The 37 countries that comprise CCA boast a cumulative population of almost 90 million people who speak a range of languages including English, Spanish, French, Dutch, Creole, Patois and numerous other native languages. There is a significant and growing emerging middle class (EMC) population across what are relatively young, but broadly stabilizing, democracies.The main focus of this role is concentrated for the Lead Spirits Premiumization portfolio in our key markets: Tier 1 (Dom Rep, Costa Rica, Puerto Rico, Panama) and Tier 2 (Guatemala, El Salvador, Jamaica, Trinidad).Our strategic priorities are focused on two pillars: Lead Spirits Premiumization and Shape New Frontiers. This role is connected to the first of the strategic pillars.Decision Making: Responsible for defining a shopper understanding agenda in main channels & markets. Managing different type of research, data, and defining a clear path to purchase of the shopper of the Lead Spirits Premiumization portfolio is critical to generate concise insights to be incorporated in the plans.Responsible for developing all the BTL brand toolkits of Lead Spirits Premiumization portfolio that will be implemented in different channels: Off Trade, On Trade and Out of Trade.
This must occur in synchronicity with MBP development (led y Brand Mangers) and Growth Drivers development (led by Channel Development).Responsible for the consolidation of learnings from a shopper perspective to be incorporated in the activities implemented.Functional Responsibility & Key Deliverables: Responsible along with Brand Managers to deliver main business results of the Lead Spirits Premiumization portfolio: Sell Out, NSV, GM% and A&P investment.Generates a deep shopper and customer understanding across main channels, main behaviors, characteristics, analysis and insights generation to feed the BTL brand toolkits. Work in alliance with Marketing and CMO teams to deliver clear outcomes.Develops and presents on regular basis the key shopper insights and trends for different channels as part of the external focus we are putting into planning.Leads the development of the BTL toolkits of main brands within the Lead Spirits Premiumization portfolio, especially for: Modern Trade, Liquor Sto