Job Description:
Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit, Smirnoff, Cîroc, Casamigos, Don Julio and many more! Data shows that New to World brands, defined as launched in the past 20 years, are growing 2-3 times incumbents. To ensure we are accessing this growth and rounding out our portfolio to include new and differentiated offerings, Diageo North America consistently seeks out the very best to bring into Diageo’s portfolio of iconic brands!
To support this, we have built the conditions to champion and accelerate new and acquired brands. Diageo is dedicated to growing high potential brands with a right to win in key categories in an accelerated, sustainable, and authentic way. This is an exciting and unique opportunity to work closely with some of the industry’s most multifaceted brands and founders and help a portfolio of entrepreneurial brands seamlessly integrate and grow within Diageo.
Diageo’s strong regional profile facilitates its exposure to the greatest consumer opportunities in the sector. Operating as 21 geographically based markets around the world and having a presence in over 180 countries, the forward-thinking and adaptable business model allows Diageo to gather consumer trends early and remain agile in delivering sustainable performance. Our commitment to sustained value creation ensures the continued focus on building a world-class sales organization, investment in local production, and building the capability of local talent. Diageo employs over 27,775 people across its truly global business. The company applies country-specific strategies to meet local consumer and customer needs.
Context/Scope:
Whiskey is seeing startling growth in the US, partly driven by the vibrancy and momentum of Scotch, Bourbon, Texas Whiskey and now American Single Malts – one of the hottest categories in the industry. This role will have the unique and exciting opportunity to work on disruptive whiskies, in one of the fastest growing and most multifaceted categories in the industry.
Role Context:
The Commercial Planning & Activation Manager, Disruptive Whiskies works with brand teams, partner sales teams, agencies, the Activation community, and other cross functional partners to develop commercial plans, category growth drivers and brand activation programs to exploit growth opportunities for our emerging brands.
This role represents the ‘customer’ and ‘shopper’ in the Joined-Up Business Planning process (internal planning). They are the guides in Brand Activation at the Moment of Choice and act as the advisor for brand to ensure commercial reality is baked into brand/consumer plans.
The role leads our overall BTL marketing investments to ensure optimized delivery of annual targets.
The Commercial Planning & Activation Manager – builds a driven advantage for Diageo by collaborating, crafting and communicating the brands physical availability priorities across On, Non & Off -Premise Channels.
This role provides the critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications and programs are commercially sound, impactful and are grounded in deep shopper, retailer and RTM understanding.
The Commercial Planning & Activation role is the key arbiter of where and how and at what level our brands invest at the “moment of choice”. Deciding, for example, that brand is to be prioritized within a channel or segment has major implications for that brand’s long term growth and must be a grounded and built in a commercial way that moves our business forward.
The CP&A manager must employ Next Gen Marketing principles with a constant focus on recruitment and re-recruitment – supporting the mental availability agenda through the line by delivering outstanding Physical Availability plans for the brand.
Financial Accountabilities:
Stewardship of BTL brand A&P budget to support BTL agency and other 3rd party work in support of the brand(s).
Provide strategic guidance on BTL growth driver investment through planning process.
Run T&E budget with discretion to improve agenda and impact for brands.
Leadership Accountabilities:
Leads all aspects of all commercial marketing/BTL planning and delivery of programs for and on behalf of the brand team – handles their appropriate budget share
Collaborates with brand/innovation, wider customer marketing and sales/activation organization to deliver brand activity and requirements on time in full (OTIF)
Provides critical input to commercial (BPM) and brand reviews (QR) and other key internal meetings – leading commercial course correction where vital
Lives the Diageo Performance Ambition and demonstrates deep dedication to our Leadership Standards
Complexity of the Role:
This role requires a deep understanding of all category & channel segment data, insights and shopper/consumer, trade and market trends.
The role needs to lead and influence a large number of internal and external partners across executive, supply, marketing and sales functions to coordinate activity and consistency of outcomes.
Key outputs & Results:
Delivers “fewer, bigger, better” brand activations that truly impact the brand performance in service of the Mission – grow share and deliver financial and consumer imperatives
Understands their role in supporting the Brand ‘Must Do’s’ in service of the Mission/Plan and delivers against it
Grow yourself and others by living our Performance Ambition and leading through action.
Professional Experience & Qualifications:
5-7 years of CPG brand/commercial experience in a fast paced, shopper /consumer insight driven, matrixed environment with business planning, commercial strategy and BTL creative skills important.
Comfort with organizational change and experience with customers (Bev Alc. ideally) and the 3-Tier RTM a significant advantage.
Worker Type: Employee
Primary Location: 3 World Trade Center, NY, United States of America
Job Posting Start Date: 7 Apr 2023
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