Purpose of Role

The Commercial Planning & Activation Manager - builds 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. (CP&A Role's key accountability is to own and drive the activation planning process as well as leading key partners)

The Commercial Planning & Activation role is the key arbiter of where and how and at what level our brands invest at the "moment of choice". Deciding, for example, that brand is to be prioritized within a channel or segment has major implications for that brand's long term growth, and must be a grounded and built in a commercial way that moves our business forward. The CP&A manager must have constant focus on recruitment and re-recruitment - supporting the mental availability agenda through the line by delivering outstanding Physical Availability plans for the brand.

Financial Management

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 improve 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 a large number of internal partners across executive, supply, marketing and sales functions to coordinate activity and consistency of outcomes

Leadership Responsibilities and Decision Making Rights

• Leads all aspects of 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
• Grow yourself and others by living our Performance Ambition and leading through action.

Qualifications and Experience Required

5-7 years of CPG brand/commercial experience in a fast paced, shopper /consumer insight driven, matrixed environment with business planning, commercial strategy and BTL creative skills important. Comfort with change management and experience with customers (Bev Alc. ideally) and the 3-Tier RTM a significant advantage.