Brand Home Retail & Marketing Manager
Function: Scotland Brand Homes
Location: Edinburgh, Scotland
Permanent, full time
Closing Date: November 21, 2024
About the Role
Wanted, Marketing Rockstar who is seeking to grow themselves in a Direct-to-Consumer business engaging consumers from across the Globe.
Diageo's Scotland Brand Homes are a diverse mix of world class visitor experiences across Scotland. Following the announcement in 2018 that Diageo would invest £185m in Whisky tourism we opened Johnnie Walker Princes Street in the heart of Edinburgh and upgraded the experiences at our Malt Whisky Distilleries which include Talisker, Lagavulin and The Singleton. The final step of this investment was the rebirth of 'ghost' distilleries Brora and Port Ellen, in 2021 and March 2024. Our brand homes bring to life our rich history and Global Brand Team strategies to consumers in a vivid and thrilling way.
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Whisky tourism is the #1 activity for tourists in Scotland with over 2m visits to Whisky experiences across the country each year. Our visitor experiences offer unparalleled opportunities for consumers to immerse themselves in our brands and play a critical role in recruiting consumers from all over the World to our brands and the wider Scotch Whisky category.
We are on a mission to double the size of our Scotland Brand Homes business in order to recruit over 2m consumers per year into Diageo's brands. Our brand homes are the perfect blend of consumer experience, world class retail and outstanding F&B, they play a critical role within each brands consumer recruitment eco-system whilst also being one of Diageo's few truly direct to consumer (D2C) businesses.
Our marketers play a central role within our business taking key consumer and commercial insights and turning them into winning marketing business plans to fuel our businesses growth. They combine creative flair with strategic consumer insight, commercial acumen and strong project management skills to deliver brand plans and growth drivers that impact consumers both when they visit Scotland and when they are back at home.
Key Outcomes
You will lead the Marketing team to deliver our key business goals which include exploding recruitment of our immersive tour experiences, becoming World famous for retail and F&B, playing a central role in local culture, being a content creation hub for key brands to be utilised globally and deliver our key commercial commitments.
Your key deliverables will include;
- Lead and coach the marketing team (team of 7) to deliver consumer centred marketing plans which fuel growth through rapid consumer recruitment
- Pioneer the creation of Diageo's most far reaching D2C business ever, inspiring your team to create World Famous campaigns which are truly distinctive, meaningful and disruptive
- Partner with the SBH LT and GBT's to overcome key challenges and deliver our strategy
- Empower your team to create winning strategies and growth drivers to maximise impact of Scotland Brand Homes, creating additional tools and assets where necessary.
- Collaborate with the Global Innovation team, GBT and Retail team to create a vibrant and scalable liquid and merchandise pipeline to unlock our growth ambition.
- Forge agile partnerships with the operational teams who runs our brand homes, plus finance, supply, retail and legal teams to expertly ensure our plans are implemented on time in full
- Build winning relationships with Diageo GB and GT to transform JW's presence in Scotland.
- Lead the team to create assets which can be amplified on a Global stage
- Track and control the effectiveness of A&P spend and ensure full compliance with DMC
Functional Capabilities
- Strong marketing capability with an expert eye for detail and deep cultural understanding of trends and consumers
- Knows how to create irrational desire for brands through faultless immersive experiences which unlock distinctivity, salience and meaningfulness
- Inspires and engages others to deliver breakthroughs and brilliant execution
- Creative problem solving, finding solutions to problems to ensure we achieve our goals
- Excellent story teller and inspire others to beyond the rationale
- Outstanding relationship builder - can engage internal and external stakeholders effortlessly and knows how to effectively manage UHNWIs and HNWIs
- Commercially astute
- D2C understanding including Digital
Leadership Capabilities
Win through execution - Lead bold execution in a fast moving world;
- Act like an owner of Diageo by holding self and others to account for the highest standards.
- Inject a restlessness to win and unlock capacity to decide and act quickly
- Scan the environment constantly and adapt plans with pace
Inspire through purpose
- Inspire teams to take entrepreneurial risks by building trust and respect through open and honest relationships
- Develops people through blackbelt coaching
Shape the Future
- Set context and empower people to experiment and unlock opportunities for growth
Experienced Required
- The ideal candidate will have a deep understanding of the fundamentals of brand building and will have utilised it to unlock growth in several high profile roles in the industry.
- Digital / D2C experience highly sought after
- They will be commercially astute and bring a "GM mindset" to driving the total performance of their part of our business but will balance this with brilliant creative judgement and an eye for detail.
- Outstanding team leader with a track record of building highly engaged winning teams
- Those highly skilled in fostering great effective relationships both internally and externally, in person and remotely will thrive in this role.
Working with Us
Join us and you can also expect a highly competitive and flexible rewards and benefits package including:
- Product allowance and membership discounts
- Contributory pension scheme
- Competitive annual bonus (dependent on performance)
- Generous holiday allowance
- Annual merit based uplifts
Celebrating our inclusive and diverse culture is core to Diageo's purpose of "celebrating life every day everywhere". This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.
We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.