Purpose of Role & Leadership Responsibilities

• In order to carry out the channel’s overarching plan, the Shopper Manager Off Trade assists the Channel Manager Off Trade. They work closely with external partners like BTL/Shopper Marketing agencies and important customers, as well as internal stakeholders like Marketing, Brand, Channel Development Managers, and Divisional Commercial Leaders.
• An individual contributor role, reporting to Head of Customer Marketing.

Role Responsibilities

Understand the commercial opportunity.

• Market & Competitor Knowledge: use knowledge of the market and our competitors to shape customer, shopper, and consumer plans to deliver high performance.
• Brand and Category Knowledge: Use information on Diageo’s and its rivals’ brands to inform plans for customers, shoppers, and categories.
• Customer Understanding: work in close partnership with the sales teams to ensure Joint Business Plans with customers are based on the understanding of their needs, motivations, P&L and growth drivers
• Shopper Understanding & Insights: unlock the drivers of shopper behavior and develop a penetrating shopper insight using the 5i framework and use of shopper insights in the annual planning process.
• Channel Dynamics: prioritize and target activities and resources through our market’s prioritized channels to drive growth.

Excellent Execution

• Category strategy: execute the category strategy and review it regularly to ensure the market is generating customer growth through shopper and consumer behavior change.
• Channel and Customer Activity & Investment Planning: understand the off-trade channel, make decisions on which levers to pull in order to drive growth, develop activity plans using M&E from previous year’s activities in order to deliver an improved ROI.
• Establish growth diversification and execution standards: Prioritize growth drivers and integrate execution standards into the off-trade channel. Take the lead in M&E initiatives that address shopper and consumer behavior to guarantee growth drivers are continuously improved.
• Joint Customer Planning: create joint value in our customer plans.
• Customer Proposition: use persuasive selling to deliver a customer proposition.

Shopper Manager Off Trade at Diageo-apply!

Manage Performance

• Commercial Acumen: a deep understanding of financial levers and use this to positively impact customer’s P&L and drive positive outcomes.
• Manage execution standards, activity review and promotional execution: review activities, performance of the off-trade channel and manage the activations of all promotions in outlets ensuring they happen On Time in Full.
• Measurement and Evaluations: utilize shopper data, and market research to evaluate campaign performance and identify opportunities for optimization; prepare and share regular progress reports
• Budget Management: Develop and manage the shopper marketing budget, allocating funds to different initiatives based on their strategic importance and potential ROI.

Governance – Risks and Controls

• Embedding the Diageo standards of Excellence as the way of working.
• Ensuring adherence to Code of Business Conduct, global and local standards, policies, applicable manuals and health and safety requirements in the work environment.
• Adherence to Internal process controls, GAR and External Audit requirements.
• Partnership with the Commercial Operations team, to ensure awareness and adherence to all applicable compliance matters, including changes to existing policies/guidelines as well as newly introduced policies/guidelines.

Qualifications and Experience Required:

Qualifications

• A Bachelor of Commerce in Sales/Marketing or business degree or equivalent

Experience and Skill

• Minimum 5-8 years’ experience in a similar role.
• Ability to Influence internal and external stakeholders.
• An ability to inspire agencies to deliver great work and, ideally, experience working with key customers.

Competencies

Leadership Standards

• Win through Execution- Lead bold execution in a fast-moving world.
• Inspire through Purpose- amplify our purpose internally and externally.
• Shape the Future- create focus and ownership for shaping Diageo’s future ambition.
• Invest in Talent- harness the full extent of Diageo’s talent and diversity.

Dial up Behaviors.

• Be externally Curious- Seek deep external insights, anticipate trends and adapt quickly
• Collaborate Efficiently- create an environment where people challenge openly, make decisions with only essential input and share and embrace what works.
• Experiment and Learn- Aim high and disrupt, try innovative solutions, accommodate failure and learning.
• Act Decisively- Choose progress over perfection, prioritize and commit to decisions and deliver for the business.

Functional Competencies

• Understand the commercial opportunity.
• Excellent execution
• Persuasive selling
• Commercial Acumen
• Joint Customer Planning