Customer Marketing Manager
Diageo Canada is a leader in the Spirits, Beer & Ready-to-Drink (RTD) categories, with globally recognized brands such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Crown Royal, Don Julio, Tanqueray, and Guinness!
Diageo Canada's ambition is to be the best performing, most trusted and respected Consumer Packaged Goods Company in Canada.
Context and Scope:
The primary role of the Customer Marketing team is to develop national below the line (BTL) programming that is grounded in consumer, shopper, and customer insights to enable Diageo and our customers to win at the moment of choice. This is done by collaboratively working with our Diageo Brand, Sales and Insights teams. The Customer Marketing Team also develops our national sales execution tools for our Diageo and Broker sales teams. Each Customer Marketing Manager will own the above for their assigned categories and brands in Canada, including category reviews and a deep understanding of distribution, volume, and performance opportunities.
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Purpose of Role:
The Customer Marketing Manager - RTD & Beer will own the development of all BTL branded program elements, ensuring the brand strategy is properly represented in retail, On Premise (OP) and other customer focused experiential environments. Each Customer Marketing Manager creates programs in collaboration with their brand partners, establishing how the programs will be implemented and developing the supporting sales materials required to enable gold standard execution at the point of purchase. They will work independently or with our creative agencies to develop program ideas and ensure all creative elements are ready on time for national and regional program execution. Customer Marketing Managers are also responsible for communicating these programs to Diageo Canada and our Broker partner within proper lead-times, nine months "planned" and six months "ready" and two months "execute" to ensure Diageo Canada and our Br;oker partner have sufficient time to plan and deliver best in class execution.
Responsibility:
This role is accountable to create and deliver commercial programs with executional selling materials on time and in full to key partners, to achieve category and Diageo Canada volume growth targets. In addition, this role is critical for having a deep understanding of their brands and categories.
Key Outputs and Results:
- Accountable for building the national BTL strategy within the total Brand Plan
- Development National BTL programs including POS Tools, displays, creative, selling materials delivered on-time and in-full
- Responsible for the National BTL Budget Management
- Creation of incremental National Retail and OP programs for their respective brands/categories to help close gaps and/or capitalize on existing or new opportunities
- Develop National content for sell sheets, selling decks and launch kits
- Meet deadlines to coincide with our continual planning cycle and executional calendar of 9 months planned, 6 months ready, 2 months execute
- Collaborate with the Diageo Canada and Broker Sales teams to build tools and programs that drive our Big Bet, Core, Reserve and Innovation agenda
- Collaborate with our Diageo sales and Broker teams to develop plans that improve Diageo's visibility at points of Shopper engagement, both Retail and On Premise
- Lead the development of customer focused experiential events to support our brand strategies
- Communication of program tools and objectives to Diageo and our Broker nationally
- Manage and build relationships with key Below-the-Line (BTL) agencies and CPG partners
- Create all the elements required for Retail and OP programs within Canadian regulation and the Diageo Marketing Code, including:
- BTL Creative
- Print-on-Demand (POD) Assets
- POS Tool selections, including approved packaging design where necessary
- In-Store Displays
- Kitted programs for brand execution
- Selling material content
- "Bring Diageo brands to life" with our Liquor Jurisdictions and OP customers
- Champion our Canadian compliance agenda in all that we do
- Hybrid work environment with the expectation to be in the Toronto office 3x/week
Experience
- Undergraduate degree (BComm/BA) required
- Minimum 5 years' work experience within Sales and Trade Marketing
- Proficient in Microsoft Office applications, including Outlook, PowerPoint, and Excel
- Excellent written communication skills
- Self-Starter
- Organized and able to prioritize multiple tasks effectively
- Demonstrated leadership, teamwork, and analytical skills
- Strategic thinker and problem solver with a proactive and creative approach
- Adaptable and enthusiastic about working in a fast-paced and dynamic environment
- Able to communicate well with others and collaborate as part of a team