Context/ Scope:
Colombia IMC is a major contributor to the LAC group. The A&P/MSV ratio and the overhead expenses are growing to improve further the commercial and administrative platforms for current and future growth.
The Colombia IMC is within the Latin America and Caribbean region, and the Brand Protection Manager is part of the broader Latin America and Caribbean Brand Protection team, which consists of approximately seven members.
Colombia is one of the fastest-growing markets in LAC.
The Brand Protection team protects Diageo's brands against counterfeiting, assessing the counterfeit risk faced by our brands. At a global level, we focus on investigating and supporting prosecutions of cross-border illegal trade and online counterfeiting. We also operate in partnership with the Alliance Against Counterfeit Spirits to ensure our work has the greatest impact. We work closely with many teams including IP, CR and Corporate Security. We also collaborate with Technical and Brand Change and Innovation to ensure our brands have the most robust security features available to deter counterfeiters and protect our reputation.
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This role has primary responsibility for executing and managing all Brand protection activities in the market. The key function of the role in Colombia is proactively protect our brands and products by doing the necessary actions and activities in a compliant and regulated environment.
Purpose:
Design, lead and execute the strategic brand protection plan to combat counterfeiting of our products; through actions that reduce and mitigate the negative impact of adulteration on the business and seeking to protect our consumers, our brands, and our reputation.
Likewise, lead the technical support to official authorities, other markets and the supply area concerning identifying original and legal products and quality analysis of our products, respectively.
Leadership Responsabilities:
- High level of independent work and initiative required for the performance of the role.
- Role model the Diageo leadership capabilities, mentor and motivate the team, and build interdependency with the rest of the organization.
- Leadership capabilities in specific Brand Protection projects.
- Ensure good corporate governance and compliance matters, including training and coaching.
- Full responsibility for criminal actions and assessments of judicial management.
Accountabilities:
- Design a strategic plan to fight the counterfeit of our products effectively and obtain the necessary tools to mitigate the loss of business due to the adulteration problem.
- Fight and mitigate the effects of adulteration in Colombia and identify criminal networks by carrying out operations and identifying fake products production and marketing sites.
- Identifying the adulteration trends of our products to establish the actions to mitigate the impact of counterfeiting on the business and effectively fight the problem.
- Change the industry and the problem through cross-cutting programs, alliances with different sectors, AND creating a culture of legality and sustainability.
- To lead AACS Colombia and the relationship with third parties to search for better results in the fight against adulteration.
- Carry out massive recycling projects that contribute to the society's 2030 sustainability agenda and mitigate adulteration by considering the bottle as its main raw material.
- Develop in implementing education and awareness programs for authorities, consumers, and merchants.
- Position the Brand Protection Laboratory as the best source of quality information, adulteration trends, and security measures against counterfeits.
- Permanent monitoring of the new security elements in our products to anticipate possible risks of counterfeiting.
Qualifications / experience
Degree: Lawyer. With at least five years of experience in managing, public policy, relationships with police and government authorities.
Experience working with police authorities, the ability to lead workgroups and direct strategy, skills to handle confidential information and intelligence, and the willingness to assume and take risks, Strong analytical skills especially in complex situations where a prompt and efficient solution is needed
Critical and analytical thinking, relationship with official authorities, strict management of confidentiality, work under pressure.
The role reports directly to the Global Head of Brand Protection. Accountabilities include:
- building capability and establishing strong internal and external relationships in the region; monitoring the counterfeit landscape within LAC and reporting on the risk level and mitigation plans to senior LAC leadership, including updating the RMC as required;
- taking a direct lead in managing cross-market and cross-regional matters and markets within the Americas which have no brand protection resource;
- embedding great governance, effective compliance, and risk mitigation plans across the region;
- Leading the LAC bottle collection and recycling challenge, supporting markets to grow their recycling programmes, contributing to Diageo's Society 2030 goals;
- managing the LAC customs monitoring applications across the region;
- developing and co-owning the global online brand protection strategy, alongside the Global Brand Protection Manager APAC, and managing relationships with online marketplaces/platforms in the LAC region; and
- leading the ownership of the protection of the tequila brands with regard to packaging security and pack and liquid authentication capabilities, which require upgrading to meet current challenges.
- This role will also play a leadership role within the Global Brand Protection team by leading on the delivery of projects with global application and by providing support and guidance to junior team members.