JOB DESCRIPTION
Job Title:
Commercial Planning & Activation Manager (Pre-Mix, RTD)
Type of Role (permanent / temporary and timing):
Full Time Role
Proposed Level:
Manager (L5)
Context/Scope:
Pre-Mix is one of Diageo's top three critical priorities. Winning in Pre-Mix is critical to maintaining share, as Pre-Mix is outpacing all other categories of spirits. Pre-Mix will be responsible for a projected 81% of all spirits growth over the next three years.
We are looking for a dynamic and high-energy self-starter to work with brand Marketers, agency partners and the Sales-Field Marketing community to develop commercial plans, category growth drivers and brand activation programs to exploit growth opportunities for our RTD Pre-Mix portfolio-including Smirnoff VS, Crown, Ciroc, F25 launches and beyond.
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This role represents the ‘customer' and ‘shopper' in the Joined Up Business Planning process (internal planning). They are the experts in Brand Activation at the Moment of Choice and act as the advisor for brand to ensure commercial reality is baked into brand/consumer plans. The role monitors our overall BTL marketing investments (inclusive of the Omnichannel - Ecommerce) to ensure optimized delivery of annual targets.
Purpose of Role
Purpose
The Commercialization Manager creates a competitive advantage for Diageo by collaborating, creating and communicating the brands physical availability priorities across On, Non & Off -Premise Channels. This role provides the critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications and programs are commercially sound, impactful and are grounded in deep shopper, retailer and RTM understanding.
Role and Responsibilities
- Partner with Brand Teams, Agency Partners, the Business Development and Trade Development teams, to develop commercial plans, category growth drivers and programming to exploit growth opportunities for our emerging brands.
- Represents the ‘customer' and ‘shopper' in the Joined-Up Business Planning process (internal planning). They are the guides in Brand Activation at the Moment of Choice and act as the advisor for brand to ensure commercial reality is baked into brand/consumer plans.
- The role supervises overall BTL marketing investments to ensure optimized delivery of annual targets and is the key arbiter of where, how and at what level our brands invest at the "moment of choice"
- Builds a driven advantage for Diageo by collaborating, crafting and communicating the brands physical availability priorities across On, Non & Off -Premise Channels.
- Provides critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications and programs are commercially sound, impactful and are grounded in deep shopper, retailer and RTM understanding
- Manages a portion of BTL brand A&P budget to support BTL agency and other 3rd party work in support of the brand(s) in addition to providing strategic guidance on BTL growth driver investment through planning process
- Provides critical insights to commercial (BPM) and brand reviews (QR) and other key internal meetings - leading commercial course correction where necessary
Dimensions:
Financial
The CP&A manager - will have access to and stewardship of a portion of the Brands A&P budget to support BTL agency and other 3rd party work in support of the brands with the Trade Marketing & Activation Director. The CP&A manager will have a T&E budget that they must manage and use at their discretion to maximize their agenda and impact for the brands
Complexity
This role requires a deep understanding of all category & channel segment data, insights and shopper/consumer, trade, market trends and deep commercial knowledge. The role needs to manage and influence multiple internal stakeholders across executive, supply, marketing and sales functions to coordinate activity and consistency of outcomes
Leadership Responsibilities and Decision-Making Rights
- Oversees all commercial marketing/BTL planning and delivery of programs for Trade Marketing commercialization for and on behalf of the brand team - manages their appropriate budget share
- Collaborates with brand/innovation, wider Trade marketing and sales-field marketing organization to deliver brand activity and requirements OTIF
- Provides critical input to commercial (BPM) and brand reviews (QBP's) and Brand Board Sessions - leading commercial course correction where necessary
- Lives the Diageo Performance Ambition and demonstrates deep commitment to our Leadership Standards
Top 3-5 Accountabilities
- Delivers "fewer, bigger, better" brand activations that truly impact the brand performance in service of the Mission - grow share and deliver financial and consumer imperatives
- Every commercial touchpoint understands their role in supporting the Brands ‘Must Do's' in service of the Mission/Plan
- Understanding the dynamics of the on and off channels and leading the effort to translate brand strategy into a sell story and consumer pathway to purchase.
Qualifications and Experience Required
Preferred Experience, Skills and Education Requirements
- Bachelor's degree in Business, Marketing or related field
- 5+ years of experience CPG Commercial and/or marketing experience
- Successful experience in a fast paced, shopper /consumer insight driven, matrixed environment
- Must have experience with business planning, budget management, commercial strategy and BTL creative skills
- Experience with beverage alcohol industry and 3 tier system preferred
- Resilience, comfortable with changes and ability to challenge status quo are important