Head of Customer Marketing- Premium Spirits at Diageo

Purpose of Role & Leadership Responsibilities  

• To lead a team that plans and executes consumer and customer activities at the Point of Purchase.  Provides critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications, and programs are commercially sound and impactful and are grounded in deep shopper, retailer and route to consumer understanding. 
• A People Manager role, reports to EABL GM Premium Spirits and sits in the Premium Spirits  Leadership Team. It is part of the wider Extended Leadership Team.  

Role Responsibilities

• Develop Trade &  Collage Strategy:  Lead the development and embedding of trade and collage strategies for on trade , off trade and JUCPs prioritizing key cities. 
• Embed the Right Execution Standards:  Lead the planning and execution necessary to achieve world class brilliant execution of category plans throughout the year and keep up to date with category insights. Drive growth by improving the customer experience. 
• Drive Segmentation: Using the city strategy, categories outlet universe to agreed category guidelines and prioritize investment decisions to deliver incremental growth.  
• Build capability across the value chain: Lead the capability agenda, ensuring that the teams are high-performing and developed in their roles and functions. 
• Manage Performance: Manage actual execution, Tracking and Measurement of all Trade programs (promotions, 365 essentials and Trade assets) 
• People Management: Lead, coach and develop the Customer Marketing – Premium Spirits Team  

Qualifications,  Required Experience & Skills and Competencies 

Qualifications

• Bachelor’s Degree in relevant field  
• Required certifications as required e.g. CIM  

Required Experience   

• 10 - 12 years of Sales & Marketing experience.  including CPG and/or Drinks Joint business planning and category experience 
• Working knowledge of P&L and budget management. 
• Ability to lead, coach, and develop a team. 

Skills and Competencies

• Category Management Strategy development and implementation  
• Good understanding of shopper and consumer research and derive insights 
• Strategic Key Account Management  
• Deep knowledge and understanding of Commercial processes. e.g. JUBP (inc. MBP planning), Trade Terms, M&E and Customer & Channel profitability.  
• Knowledge and ability to coach others in both the Diageo Way of Selling (DWS) and Diageo Way of Brand Building (DWBB) capabilities and tools.  
• Experience of change management, complex stakeholder management and participation in leadership teams. 
• Cross functional and multi-cultural  working experience