Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness!
Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!
The Consumer Engagement Manager role sits within our Consumer Engagement team, which is part of Connections in Action in the NAM Consumer Marketing department. Our vision is to realize a more competitive digital experience through operational standard processes and data-driven engagement tactics. The ambition of the Consumer Engagement team is to serve as trusted advisors to our internal and external partners and create a bold, new consumer value exchange across our owned platforms.
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Position Overview:
The Consumer Engagement Manager will be responsible for strategizing and implementing comprehensive consumer journey plans across owned channels for a set of brands. This role requires collaboration with various teams, including brand, Digital & Technology (D&T), Global Brand Teams, data solutions, and legal, to ensure cohesive and effective consumer engagement across organic channels.
Key Responsibilities:
- Consumer Journey Planning: Develop and maintain a full-year consumer journey plan that includes seasonal activations, product launches, and media tentpole alignment, focusing exclusively on organic channels.
- Collaboration: Work closely with brand teams, D&T, and Global Brand Teams to ensure all consumer touchpoints are optimized and aligned with brand objectives.
- CRM Campaigns: Plan and deliver targeted CRM campaigns that enhance consumer engagement and drive purchase intent.
- Website Optimization: Partner with SEO and brand teams to update the brand website in alignment with seasonal tentpoles, product launches, and CRM initiatives.
- Performance Monitoring: Analyze campaign performance and consumer behavior, using insights to refine strategies and improve outcomes.
Key Channels:
- CRM
- Website
- Search
- Social Media
- eCommerce
- Where to Buy
Key Performance Indicators (KPIs):
- CRM Engagement Rate
- Purchase Intent Rate (Web and CRM)
- Add to Cart from Website
- Website Engagement Rate
Leadership:
- Lead cross functional teams to deliver outstanding consumer journey plans.
- Be a key partner to the brand team. Be performance obsessed.
- Develop and harness strong cross functional relationships, including liaising with Global and Canadian brand teams.
- Mentor and encourage the ABMs on your brands to grow their skills in owned digital.
- Be proud and passionate advocate for Consumer Engagement internally.
Qualifications:
- Bachelor's degree in Marketing, Business, or a related field.
- 5+ years of experience in digital marketing, consumer journey planning, or a similar role.
- 3+ years of experience with CRM platforms including Salesforce Marketing Cloud.
- Strong understanding of CRM, SEO, and digital marketing standard processes.
- Excellent analytical skills and the ability to interpret data to drive decision-making.
- Exceptional communication and collaboration skills.