Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.
About the Role:
Reports To: Head of Marketing, Beer (East Africa)
KEY DELIVERABLES:
Strategy
- Lead business to realize our F22 commercial strategy
- Develop and deploy world class marketing business plans that are insight driven, consumer focused and commercially viable
- Work with Consumer Planning & Research for provision of up to date brand performance and consumer insights
Performance
- Accountability for Market Performance, in close partnership with commercial teams
- Lead or support interventions as required Manage the P&L to unlock growth
- Manage advertising and promotion resources as allocated, drive effective and efficient use of Media pend and support the Shopper Marketing team to ensure BTL spend efficiency.
Build the Brand: Content and Culture
- Partner with Global Brand Teams, Media and Advertising agencies for brand strategy search & spin and development of effective brand communication; brand communication planning and media spend optimization
- Deliver brilliant creative content & assets with path to purchase triggers
- Develop and deploy a world class digital strategy and ensure our brands secure a strong digital/online footprint
- Vibrant brand world brought to life at all touchpoints, experiences, events and at POP
- Multi-channel communications model which step-changes awareness and (re)recruits consumers at scale, and builds vibrant brand in culture
- Drive internal passion for beer and help build beer category capability
Commercial Roadmap
- Maintain a ‘launch mentality’ to ensure we are within arms reach of all relevant consumption occasions (right distribution, right SKU, right occasion)
- Bring FMCG focus to create through-the-line drivers of Last 7 Days penetration growth
- Engage across the organization through cross-functional collaboration & pro-active stakeholder engagement; ensure strong and supportive relationships across departments
Key Marketing Capabilities:
Building purposeful winning brands
- Compelling brand story-telling: Able to craft compelling brand and strategic narratives that energize consumers and the business
- Strategy Activation: Consistently develop plans that beat volume, NSV and CAAP targets.
- Connection planning: A social native and commercial realist. Adept at delivering brand content and experiences in all the moments that matter
- Excellence in social media/consumer conversations- manage the development and distribution of the brand content to engage with consumers in culture
Driving Marketing Performance
- Brand Performance Analysis: Has demonstrated rigorous, robust brand performance analysis, and identified issues and opportunities to drive recruitment
- Commercial Acumen: Leverages understanding of category and customer profitability, and competitor landscape, to make recommendations that create value for customers and brand/category
- P&L Management: Understands a brand’s P&L and levers to manage profitability
- Measurement and evaluation to drive A&P productivity-Media performance management to ensure efficiencies and effectiveness via productivity tracking and use marketing catalyst to track -performance
Delivering Integrated Execution
- Creative judgement: Good instinctive judgement on evaluating creative ideas and giving simple, effective feedback vs fit to brief
- Multi-channel execution: create great plans and distribute content that grow salience and drive recency, impact and reach across the path to purchase
- Pace and agility: Instinctive feel for what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time
- Flawless Execution: Consistently executes marketing programmes with excellence
- Using Digital Tools- apply technology, platforms to enhance connections with consumers including use of Sprinklr for social listening, moderation, asset management and performance management
Using Insights to Sell More
- Demonstrates consumer curiosity (external focus, cultural trends)
- Proven grasp of data analysis, tools and techniques
- Good knowledge of media & digital landscape / opportunities
Forging Powerful Partnerships
- Managing productive partnerships: Manages productive relationships with internal and external partners, including C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and ROI
- Multi-channel planning and management: Works with agencies to ensure optimal media mix; delivers effective and efficient media pans that drive impact, recency and reach
KEY LEADERSHIP CAPABILITIES:
Win through Execution: Lead bold execution in a fast changing world
- Act like owners by holding self and others to account for highest standards
- Scan the environment constantly and adapt plans with pace
- Inject a restlessness to win and unlock capacity to decide and act quickly
- Demand brilliant execution to ensure we always win at the point of purchase
Shape the Future
- Enable others to imagine the future and be brave to act boldly now
- Set context and empower people to experiment and unlock opportunities for growth
- Insist on sufficient data and insights that quickly move us to action
Inspire through Purpose
- Inspire teams to take entrepreneurial risks; encourage and recognize learning
Qualifications and Experience Required:
Qualifications
- A Bachelor of Commerce Marketing or business degree or equivalent
Experience
- Minimum of 5 years marketing experience preferably in the FMCG environment.
- Experience in the development and execution of marketing strategies.
The post Senior Brand Manager – Guinness at Diageo appeared first on Jobs in Kenya - http://jobwebkenya.com/.
The post Senior Brand Manager – Guinness at Diageo is republished from Jobs – Jobs in Kenya – http://jobwebkenya.com/
