Digital Content & Activation Manager, eCommerce
Primary Location:
St James Gate
About us
Diageo is the world's leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. With over 200 brands in 180 countries and a global network of entrepreneurial individuals, our teams blend a diverse range of experience, knowledge and skills. We connect customers and consumers to our iconic products and create innovative experiences that bring people together to celebrate life.
About the role
The evolution of retail media and the fast-paced digital market are reshaping how we connect with shoppers and customers. At Diageo, we are committed to staying ahead by continuously testing, learning, and adapting to this dynamic environment. This role plays a critical part in using these opportunities to deliver impactful digital activations.
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eCommerce has been a significant growth driver for Diageo in Ireland, consistently delivering value and contributing the largest growth to our business. This channel is all about capturing the personal and professional shopper shift to digital platforms and driving incremental growth for Diageo by creating strategies that promote a seamless and engaging shopper experience across touchpoints. As the digital world continues to expand, this channel will only become more pivotal to our overall business strategy.
This is an exciting opportunity to lead digital activation for one of Ireland's most dynamic eCommerce portfolios, driving both category growth and Diageo's leadership within it.
Working alongside commercial teams, you will work to understand shopper and customer needs, and then partner with eCommerce account managers to define an eCommerce activation calendar that aligns to these needs. You will then work directly with customers, supply and agencies to lead perfect execution of this activation calendar. In some cases, this may require tailoring and adapting our programmes to meet the specific needs of strategically important customers to work with them to differentiate their offer, or to develop tailored eCommerce activations where there is significant opportunity.
Key Responsibilities
- Retail Media Mastery: Partner with key retail media platforms to unlock data-driven, customer-centric campaigns that influence the path to purchase.
- Test and Learn Agenda: Embrace a culture of experimentation, piloting new digital approaches to drive incremental sales and Republic of Ireland while learning from each activation.
- Lead the charge in designing and driving market-leading eCommerce activations. These will combine digital marketing, data and analytics, creative problem-solving, and robust project management to ensure our brands stand out and win in the online shopping environment.
- Lead the eCommerce Content & Activation Strategy across Grocery.com, Pureplay, and B2B wholesale channels, adapting offline shopper plans into tailored online activations, while providing digital leadership to Sales and Customer Marketing teams.
- Partner closely with Commecial and Marketing teams, to develop a testing roadmap, ensuring we are constantly learning and optimising across channels
- Proactively scan the external environment and online shopper behaviours, identifying needs and occasions where specific eCommerce activations are required to win these shoppers
- Ensure eCommerce activation and brand plans are aligned and support brand strategy and positioning
- Lead the Measurement & Evaluation agenda for eCommerce activations, instilling a culture of continuous learning and optimisation based on critical metrics that drive great commercial outcomes
- Lead the Digital Shelf strategy, partnering with teams across the business to ensure that our brands are consistently showing up and standing out across all online purchase channels
- Act as custodian for our Product Information Management (PIM) platform and Brandbank, working across supply, innovation and marketing to ensure accurate product information is flowing through to retailer sites
- Contribute to the development of a digitally-capable organisation, educating and empowering your colleagues on winning through outstanding eCommerce activations
- While the core responsibilities outlined above form the foundation of this role, the successful candidate will also be involved in strategic digital transformation projects to drive innovation and adapt to the evolving business landscape.
Skills Required
- eCommerce - You are a digitally literate person with 5 - 7 years experience in experience in either digital marketing, or ecommerce. You are enthusiastically curious and passionate, keeping up with trends, competitor activity & discovering the success platforms of the future.
- Data driven, you can synthesise and analyse data, generating meaningful insights and recommendations and share these in a simple and effective manner
- Creative and commercial problem solver, capable of developing creative briefs and crafting campaign strategies that engage and drive commercial outcomes
- Experience leading agency partners and developing creative and campaign briefs that enable them to deliver high quality work
- Agility to work in a fast paced, matrix organisation and the ability to build brilliant relationships to deliver outstanding outcomes.
- Commercial competence - you're a commercial authority, tenacious in creating sustainable value. You have handled customers either in a commercial or marketing role in the past and are confident in presenting and engaging with senior collaborators
About You
- Agitator, you challenge the norms both internally and externally to drive cultural and performance breakthroughs
- Relentless in the pursuit of growth - you have deep motivation and roadblocks are challenges you relish and overcome with ease
- Go above and beyond to deliver the right outcomes for the customer and the business.
- Famous for making it happen - your words translate into action & results delivering visible impact
- An innovative change agent who can influence and inspire executive level leaders, sales teams, marketeers partners and customers in new ways of doing business
Flexibility
This is key to success in our business and many of our staff work flexibly in many different ways, including part-time and compressed hours. Please talk to us about what flexibility means to you and don't let anything stop you from applying.
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.