Director, Shopper Marketing

Job Description

About the job

Job Description

Diageo is a world-class leader in beverage alcohol with an outstanding collection of brands across spirits and beer! Diageo has over 200 outstanding brands – old and new, large and small, global and local, with brands sold in 180 countries at almost every price point, in every category to meet consumer demand.

Diageo is the leading spirit player in every region of the world, highlighting a broad portfolio of both international and local brands. Diageo leads the top two largest spirit brands in the world, Johnnie Walker and Smirnoff, and 20 of the world’s top 100 spirit brands. Its portfolio includes Crown Royal, Cîroc and Ketel One vodkas, Captain Morgan, Buchanans, Don Julio, Casamigo’s, Tanqueray, Baileys and Guinness!

The Director of Shopper Marketing leads their team to develop customer specific activation in line with the strategic opportunities identified through the one-team approach to key customers. 50% of the focus is on program ideation/development and the balance of time is split between developing/understanding customer activation assets and calendars, budget development and allocation, and interacting with the commercial organizations to ensure commercial viability of programs being developed/implemented. Success in this position will be measured by seeing programs implemented at retail that drive a tangible shift in consumer purchase behavior and ultimately result in increasing Diageo brand volume in the market place. Key partners are the National Accounts team and Division teams that lead key national and regional chains. It is critical that the candidate understand the shopper P2P and how to influence to optimize trips, conversion and basket sales.

Decision Making

The Director of Shopper Marketing role is the key arbiter of determining which programs get performed against which customers and when to customize vs. leverage existing assets. Pivotal to this role is being able to decide which programs are crafting value for Diageo and should be scaled vs. those programs that are not yielding positive results and should be discontinued. The incumbent in this role will have to balance many key partners (brand, sales, distributor) and possess advanced influencing skills in order to be successful.

Management Responsibility

• Leads all aspects of all program development for National Account and Regional Chains
• All programs need to deliver against our vision of optimizing end to end, on line to off line and national to local excellence
• Works with customer marketing and field organization;
• Ensure all commercial timelines for production and creative are achieved;
• Provides critical input & linkage to the SVP/VP of National Accounts, AD’s and GM’s
• Live Diageo culture and values.
  

Complexity Of Role

This role requires a working knowledge of all segmentation data, insights and shopper understanding. It also requires in-depth knowledge of our customers from commercial aspect and uses this knowledge to move customer / category goals forward. The role needs to run a large number of key partners across marketing and sales functions.

Key Outputs/Results

• Provide customer understanding, shopper based insights into JUBP process to commercialize the plans and accelerate growth through National Accounts and Regional Chains;
• Develop & translate customer & shopper insights into customer specific activities;
• Identify key motivators (growth drivers) of category consumption and purchasing behavior at the customers;
• Assess the size of the prize (business objective & shopper goal) of each driver and plans how to exploit those opportunities through activation;
• Build customer driven activities to drive conversion for our brands and grow the category at the customer;
• Leads the development of customer driven shopper marketing programs and activities;
• Delivers execution plan for customer driven programs that communicates priorities to the field;
• Writes program briefs containing details of each customer driven priority program;
• Translates program briefs into customer specific execution standards;
• Measures and evaluates effectiveness of programs;
• Monitors plan against target, market shares, volume planning and gap closing activities for target customers
• Monitors plan against target, volume planning and gap closing activities for customers
• Monitors Commercial A&P, program effectiveness (ROI) for customer;
• Monitors the execution of activity plans and promotional plans for customer;
• Ensure one-off customer needs for divisions are gate kept.
  

Worker Type

Regular

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date

2023-10-09

Salary Range

Minimum Salary:

$155314

Maximum Salary

$258856

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others. (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.) The salary range displayed is the salary range for the role’s primary location.