About Diageo & Diageo China
Diageo China is one of the top three strategic markets that company wants to invest and resource for the long-term growth. We are a diverse, entrepreneurial, bold, and agile business, which recently redefined its ambition and strategy to ensure we emerge stronger from the pandemic and lead Spirits to become the most dynamic and fastest growing category in the sector
Scotch whisky is the strategic category for the success of Diageo globally and in China, leading by Johnnie Walker, The Singleton and other amazing malts portfolio including Talisker and Mortlach to enrich consumer experiences. And we are the No.1 value share of Scotch Company with the performance ambition to lead and accelerate category growth.
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Beyond Scotch, we are with a wide range of white spirit portfolio, leading by Don Julio and Tanqueray to fulfil consumer needs in the increasing connect and lively upbeat occasions.
About this role
As Head of Customer Marketing On Trade, you will be key in growing and build brand presence in the On-trade business, specific to Modern On Trade(MOT), HORECA and Traditional On Trade (TOT).With your leadership, we aimed to continue the growth momentum against the growing competition and sustaining to be the most preferable choice to shoppers & consumers in the priority On-trade channel.
You will be responsible for:
- Lead the long and short-term strategy for the On-trade Channel by deep understanding of channel/customer needs & insights.
- Define and lead On-trade CM teams to develop On trade by channel growth drivers (integrated with shopper insights).
- Guide On-trade CM teams to deliver and monitor execution plan for category and brands, which communicates priorities to the region, setting channel specific execution standards (supported by shopper marketing) with sales, managing total channel budget in the process.
- Collaborate efficiently with On-trade Sales, regional CM, and marketing team to translate brand/category strategy into creative brand physical activities and Sales toolkits.
- Guide On-trade team to lead World Class program by coordinating with global/local cross-functional teams, and localizing & amplifying all contents & activation in MOT community.
- Define the opportunity to commercialize of all other DBA, Guest shift and mentoring activities.
- Lead Innovation Commercialization with the recommendation on the new innovations launch and supported activities in the Modern On trade Channel.
- Maximize impact and value of supplier partnerships (3rd parties) for performance development, in coordination with procurement for effective and on time KPI and evaluation of every supplier.
- Lead On-trade customer marketing annual business planning (including portfolio, channel and A&P planning).
- Set clear KPIs and best utilize M&E to ensure investment is well monitored and continues to be optimized in order to get the best efficiency, effectiveness, and ROI.
- Grow and develop the subordinates with clear and regular communication, coaching both by on the job and official training.
- Ensure all activities, processes and communications strictly follow company regulation (DMC, COBC, etc.)
To be successful in this role, you will need:
- Customer (/ trade) marketing experience in consumer facing industry with proven track record.
- Experiences/Passion in On Trade channels with flexible communication style to interact with various internal& external stakeholders.
- Strong leadership & communication, and bold in influencing people across functional members
- Brilliant at spotting external opportunities, simplifying them, experimenting, and working out how to apply them to plan at scale.
- Experience of E2E customer marketing experiences from strategic planning, plan implementing, to monitoring, tracking & evaluating the effectiveness & efficiency.
- A good team leader. Our successful candidate will work well and develop a team and have strong interpersonal and communication skills to influence both internal and external teams.
- Self-motivated, responsive and tenacious with a very high degree of personal integrity.
- Chinese native, with excellent English in both written and spoken.
Working with Us
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.
About Us
From Arthur Guinness to Johnnie Walker, our business was founded on people of great character and in 250 years, nothing's changed. We're the world's leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It's why we trust them with our legacy. And it's why we reward them with the career-defining opportunities that they deserve.
Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world's very best people.
We're looking for people with creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level.
Feel inspired? Then this may be the opportunity for you.