Marketing and CommunicationsFull-TimeMid-level(3-5 yrs)
Job Description
Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry. We are currently seeking a Shopper Manager for our Premium Spirits category at EABL. This role is pivotal in translating brand strategies into actionable shopper programs that drive traffic, increase sales, and enhance brand visibility across various channels.
Role Responsibilities
Channel Marketing and Promotion: Develop and execute channel and brand-specific marketing and promotional campaigns to drive traffic, increase sales, and enhance brand visibility. Coordinate with marketing and creative teams to develop channel-specific marketing materials, Point of Sale (POS) displays, and promotional collateral. Monitor and evaluate effectiveness tracking ROI.
Shopper Marketing Strategy: Craft category and brand Shopper Marketing programs for scaled execution across multiple channels (on-trade/bars and off-trade/retail).
In-Outlet Program Execution: Manage the full cycle of in-outlet brand programs, from initial brief to toolkit development, customer proposition, and final measurement & evaluation (M&E).
Commercial Accountability: Own the in-outlet programme creation budget and deliver category growth by driving brand growth ahead of the category.
Agency Management: Lead Below-the-line (BTL) marketing agencies to deliver high-quality, industry-leading POS materials and activations.
Cross-functional Leadership: Collaborate with Sales, Brand, and Supply teams to align on marketing business plans.
Distribution Management: Optimize product distribution strategies to maximize availability, reach, and shelf presence; monitor network performance and develop sales plans and targets to drive market share growth.
Market Analysis and Insights: Conduct market research, competitor analysis, and consumer insights studies to understand shopper behavior and channel dynamics. Utilize data analytics to identify growth opportunities.
Budget Management: Develop and manage the category/brand budget, forecasting resource needs and investment priorities based on strategic priorities and ROI potential.
Governance: Ensure End To End (E2E) compliance of set standards in Channel & Shopper activities, agency management, and Resource Utilization.
Key Performance Indicators
Financial: Delivery of Net Sales Value (NSV) and Gross Margin targets, and management of A&P and TI budgets.
Market Share: Growth in premium spirits sales and value share (growing brand share ahead of the category).
Visibility & Activation: Success of in-store/bar campaigns measured through shopper engagement and activation ROI.
Conversion: Performance at the point of purchase and retail execution compliance.
M&E: 100% compliance with Measurement & Evaluation standards.
Qualifications and Experience
Educated to university degree level or equivalent; Postgraduate qualifications are an advantage.
Proven experience within an FMCG organization in either commercial or customer marketing.
A consistent track record in field sales and customer marketing experience, with demonstrated ability in planning and execution.
Strong understanding of customer marketing fundamentals and BTL processes, including the capability to mentor others.
Excellent communication skills with a demonstrated ability to maintain outstanding partnerships with internal and external collaborators.
How to Apply
Interested and qualified candidates should apply online via the Diageo careers portal on Workday.
How to Apply
Interested and qualified candidates should apply through the Diageo careers portal. You can access the application link here: Apply on Diageo Workday Portal
