Senior Brand Management Malts
From Arthur Guinness to Johnnie Walker, our business was founded on people of outstanding character, and in 250 years, that has not changed. We're the world's leading premium alcohol company. Our brands are industry icons including Johnnie Walker, Baileys, Smirnoff, Ketel One vodkas, Captain Morgan, Don Julio, Tanqueray and Guinness. Our success is thanks to the strength of our people, in every role. That's why we trust them with our legacy and why we reward them with the career-defining opportunities that they deserve.
About the Role
Diageo brand teams are the custodians of our brands and strive to ensure the future growth and success of said brand. This role sits within the Luxury category team and is responsible for the Malt Whiskies portfolio, with the ambition to accelerate the performance within the premium whisky category.
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In this role you will drive and project lead the creation of brand strategy and brand plans based on consumer, customer and shopper insights, build brand equity and help drive:
- Recruitment/Re-recruitment - both from a customer and consumer perspective
- Scale - in all commercial elements of the brands, building strong relationships with the commercial teams on the ground to deliver above and beyond the AOP
- Fame - making these brands the most talked about across the market. You will work with the Global Brand Teams, multiple agencies, cross-functional teams and partners to deliver on our salience and brand love objectives
- Physical Availability - the ability to see, find and trigger associated memories in a buying context, all resulting in success at the point of purchase
Top Accountabilities
- Lead brand strategy and key workstreams driving clarity and executional rigor through partner functions (innovation, shopper, culture, commercial).
- Deliver admirably implemented plans that consistently beat competition and gain share.
- Drive thought leadership in conjunction with Consumer & Shopper Planning to ensure strong consumer and shopper understanding is at the heart of the strategy and tactics.
- Lead cross-agency teams and foster new partnerships in developing the brand's communication approach and execution in an omnichannel environment (digital, on-trade, off-trade & 3rd space).
- Lead the delivery of the Brand comms strategy and connections planning, including defining and optimizing consumer journeys.
- Create and adapt end to end luxury experiences along different consumer journeys. Nurture the development of digital and culture-first, omnichannel Luxury category/brand experiences/campaigns and tools.
- Find, own, and build the role the brand plays in culture, working collaboratively with our local experts: Brand Ambassadors, in-culture agencies.
- Shape the brand to thrive in a digital environment, develop long term digital strategy, brilliant content and social media plans.
- Partner with global brand team to adapt and evolve brand drivers.
- Lead the shadow P&L for the brands across the market. Understand and respond to the drivers of your brand performance, to deliver the annual operating plan.
- Understand and handle pricing & promo strategy, margin mix and volume drivers
About You
- 7+ years of progressive marketing experience, preferably in a digital and/or luxury environment.
- A luxury minded person (live and breathe luxury) with high energy, inspiring, and self-starter.
- Existing capability to foster genuine relationships built on mutual trust and respect.
- Passion for brilliant storytelling.
- Demonstrated strong creative judgement and flair.
- Deep personal accountability for outstanding performance.
- Strong commercial and numerical skills with attention to detail.
- Proficient German or Dutch is a plus.
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 outstanding contribution each person brings.
Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don't let anything stop you from applying.
We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process and to perform essential job functions.