Job Title: Channel Activation Manager - CVS, Ecommerce
Report to : Revenue & Category Growth Manager
Location : Seoul, South Korea
Contract Term : Permanent
Function
The Revenue & Category Growth (R&CG) function is pivotal in translating Diageo's brand plans into crystalizing Category & Trade strategies that prioritize and shape industry leading go to market plans. We are responsible for setting Commercial strategy, managing performance and driving future category growth. We are responsible for actionable insights that translate into triple win (consumer, customer, Diageo) growth opportunities, converting these into world class activation programs and tools for our sales team and our customers to realize these opportunities at the point of purchase/moment of choice.
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About the Role
The Channel Activation Manager - CVS/Ecommerce is accountable for driving the activation agenda within the CVS and Ecommerce channels. This role ensures the alignment of brand and portfolio objectives with channel-specific strategies, while delivering business targets efficiently. The role is key to driving brand performance through effective execution of the annual activation calendar, collaborating closely with Sales Teams (KAM) and shopper marketer. Aligning channel plans with business objectives in close collaboration with the Senior Activation Manager is crucial for ensuring sustainable long-term growth.
Responsibilities
- Lead the commercialization and adaptation of brand and portfolio activities to meet the specific needs of CVS and Ecommerce channels, ensuring alignment with operational requirements, customer segmentation, and channel dynamics.
- Execute and continuously refine the Category Growth Strategy in collaboration with Senior channel activation manager, ensuring growth through shopper and consumer behavior change.
- Develop and implement activation plans for category growth drivers, setting clear KPIs and managing M&E to ensure optimal resource allocation and continuous performance improvement; including but not limited to:
- Ownership of investment planning, A&P allocation, trade spend optimization, and promo fund management. Consult with internal stakeholders, a Revenue Growth Manager and Commercial Finance managers.
- Quarterly Price/ Promo plan with activation calendar creation
- Collaboration with shopper marketing executive on point of purchase assets development
- Accelerate growth within the Ecommerce space by optimizing digital strategies and introducing innovative campaigns.
- Continuously monitor and analyze the external customer and competitor landscape, converting insights into actionable strategies to drive growth within the CVS and Ecommerce channels.
- Lead the development and ongoing improvement of outlet segmentation and activation blueprints to ensure a competitive edge and drive growth at the moment of choice in key channels.
- Lead Sales Cycle Briefing for the sales team and cross-functional stakeholders, developing and deploying sales tools and content that support OES KPI delivery.
- Contributes to shaping Trade Strategy, and responsible for executing key decisions & investment allocation.
- Provide day-to-day leadership and coaching for Shopper Marketing Executives to ensure successful delivery of the Channel Activation Plan.
- Oversee BTL agency recruitment and performance management.
Experience required/Skills/Capabilities/Languages
- Minimum 3+ years' shopper(trade) marketing or channel activation planning, with advanced commercial acumen; understands the business and customer value chain/P&L and demonstrated experience in continuous improvement and investment optimization for growth outcomes.
- Minimum 8+ years' experience in sales customer facing roles (eg. Account Management in Hyper, Convenience etc, Field Sales Management or Executive), or marketing experience (BM, ABM experience)
- In-depth knowledge of Category, Portfolio, and Trade Strategy with proven experience in translating these strategies into actionable plans.
- Strong results orientation with the ability to identify and resolve issues swiftly, demonstrating self-motivation and a drive for market-leading outcomes.
- Demonstrated strategic thinking and planning skills, with the ability to convert strategy into actionable sales activities.
- Proven ability to influence and lead cross-functional teams and communicate effectively with internal stakeholders.
- Strong communication skills in English, particularly for engaging with regional teams.
Diversity statement
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.
Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don't let anything stop you from applying.
Character Is Everything