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Job Description:
Purpose- This role is accountable for developing the strategies that will grow the relevance of our portfolio in the Single serve opportunities for lead markets.- Developing the full marketing mix and growth drivers for Smirnoff ICE, Guinness Beer & Potential innovations in this territory in close co-ordination with the Head of Shape New Frontiers and lead markets, as well as commercial, customer marketing & finance leads thereby delivering amazing results.- Delivering Annual Market Share while driving increases in Key Brand Equity Metrics as well a proven recruitment from Beer metrics.- Creating and delivering best-in-class in-market brand plans that outperform our competitors not by strength of investment alone, but by flair of programs and brilliance in execution with a strong agility, risk managing & learning mindset.- Ensuring we gain brand and product relevance with consumers, with a deep understanding of territory, occasion & cultural relevance with consumers.- Ensuring pricing strategies on all brands are competitive and value maximizing in close collaboration with (NRM) Growth Team.
Market Context- CCA is a very dynamic market with many opportunities. Our geographical footprint covers 37 countries, where different languages are spoken and we have a population of 80m, 52m of whom are LDA+. Our model is a distributor based RTC with 57 partners. We also operate with six distributor Free Trade Zones and with two operators in the border between Mexico and the US. We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology center and principal warehousing operations.- The Scotch category accounts for 70% of Total NSV, predominantly playing in the Premium and Super Premium segments; Diageo share of market in Scotch varies from 45% to 75% across the region - making us the number one player.
Decision Making- Submits the Brand Plans (MBPs) after incorporating input and feedback from Manager, Director and GBT.- Aligns the A&P and split per brand driver.- Approves the brand toolkits.- Approves the BTL tools and materials proposed by CMO from the BTL activities.- Approves the Connection Plans proposed by the Media and digital manager.- Approves the Cultural Plans proposed by the Culture Manager.- Recommends brand performance interventions- Responsible and accountable for managing the brand A&P.
Financial Responsibility- Brand Equity / Shares / Volume / Profit achievement- Accountable for delivering the brand P&L and leading the business functions that are responsible for delivering the plan- Leads the delivery the right A&P and investment behind the Brand/Market and ROI KPIS- M&E of key activities and resulting investment decisions
Leadership Responsibility- No direct reports to this position, but people management is critical: this position needs to work along and influence Commercial, CMO, Marketing, and finance both internally and with Distributors/Partners teams- Great relationship builder with different stakeholders internally and externally- Demonstrate strategic thinking, leadership and ability to manage businesses for long-term viability.- Think in the future, anticipate trends and opportunities, while generate ideas and move them into action- Ability to orchestrate remote work teams (internal and external stakeholders)- Pulls together the cross functional team of specialists, customer marketing, sales and agencies to deliver the MBP’s and beat AOP.
Key Outputs/Deliverables- Supports 5 year Strategic Plan definition identifying sources of medium term growth and resources needed. Including innovation strategy for the brand.- Drives the MBP’s Process to establish strong brand/category and business objectives and plans behind variant- Aligns A&P Split by Brand, in consensus with Line Manager & Marketing & Innovation Director.- Inputs into the Commercial Roadmap building for Portfolio under scope & the growth drivers necessary.- Responsible for guaranteeing ATL implementation, including Media plans, Digital marketing, Public Relations and Out-trade experiential events.- Defines Price Strategy for each brand, in consensus with the commercial area and following Global Guidelines.- Adapts global ATL content or create local relevant pieces when needed.- Supports Customer Marketing in their creation of BTL toolkits for CCA.- Business Performance Management Process including P&L tracking, Market share monitoring, Brand equity tracking and Category performance with a focus on Sell out. Proposes corrective actions or M4Ms, as needed.- Administers the overall A&P budget their brands- Ensures M&E is used to drive A&P effectiveness.- Supports the innovation team to define and deliver the years pipeline- Leads brand renovation projects (packaging changes and improvements)
Qualifications and Experience Required- Graduate of Business Administration, Marketing- Minimum 10 years’ experience in consumer marketing (CPG companies -desirable