The Market
DIAGEO is the leader in Taiwan market with a very competitive portfolio. The Malts category is led and grown by the premium value segment driven by the increasing population of 35 years old above with higher disposable income. Due to the high value pool, the category is highly competitive with many brands come in to gain share by aggressive investment and RTM. Our ambition is to continue our leadership and beat competition behind solid brand strategy and brilliant execution.
The Role
You will be responsible for building and accelerating the business in an exciting spirit category, to lead the growth and development of the world's most iconic and leading brands. With your leadership, we aimed to continue the leadership against the growing competition and sustaining to be the most preferable choice to consumers in every major drinking occasions.
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You will work with Marketing Director, Taiwan to define and lead the long-term brand strategy, communication, and activation plans to deliver business and marketing goals through a strong collaboration with cross functional team including sales, customer marketing, commercial finance and global brand teams.
You will lead a high performing team taking charge of developing and executing through the line marketing activities for the responsible category and brands.
You will be based in Taipei and with irregular travel requirement nationally and aboard.
Leadership Responsibilities
- Lead the development and delivery of our brand portfolio strategy
- The position requires managing relationships with agencies and across functions through influence and negotiation to achieve business objectives
- Specific duties will also include: a) setting long and short term strategic marketing plans; b) providing leadership through developing and executing marketing strategies that will ensure delivery of business targets in product category growth, profitability and market share; c) reviewing the portfolio profitability against set targets; d) managing relationships with advertising, research and media agencies; e) ensuring product pricing is competitive and consistent with profitability targets, and communicating with Diageo colleagues regionally and globally to ensure consistency on brands and in order to leverage knowledge from global experiences.
Top Accountabilities
- Oversee marketing initiatives and activities for single malt portfolio and other spirits in Taiwan
- Identify and develop growth drivers for brands, build the marketing agenda, and develop the annual marketing plan to drive growth across brands
- Drive and lead all strategy and GAME plan development which aligns regional and market resource behind plan
- Develop local brand activation plans and ensure excellence in execution against brand parameters
- Ensure brand initiatives are on track, identify major brand issues and drive for resolution, track brand equity
- Work with regional innovation team to come up with innovation pipeline to sustain Single Malt category growth
- Coach and develop junior marketers' marketing capabilities through DWBB and on job training
Desired Qualifications & Experiences
- A minimum of 10 years of experience in brand management/ marketing, ideally in FMCG or luxury sector. Experience on international spirit is a plus, but not a must
- Great passion in the imported spirits category and brands, and the lifestyle it represents. Passionate on quality lifestyle is a plus
- Experienced at briefing and managing advertising and other resource agencies. Experience of through- the- line activity planning and execution
- Experienced in the use of quantitative and qualitative market research and its applicability to managing brands
- Experience of using key financial measures of a brand and experience of budget planning and management
- A good team leader but also a good team player. Our successful candidate will work well in a team and have strong interpersonal and communication skills to influence both internal and external teams
- Mandarin native speaker, with excellent English in both written and spoken is a must
Barriers to Success in Role
- Inability to comply with ethics and DMC
- Lacks flexibility and maturity to manage relationships at different organizational levels
- Lack of strategic thinking and evaluation skills
- Weak commercial understanding
- Lack of understanding of critical drivers within a profitable business model
- Weak project management skills
- Lack of consumer understanding
- No ability to influence a team and key stakeholders
- No ability to manage and work with 3rd party agencies
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.
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.