Senior Brand Manager - Malt Brand Homes
Function: Scotland Brand Homes
Location: Edinburgh, Scotland
Permanent, full time
Closing Date: November 24, 2024
About the Role
Wanted, ambitious change agent who combines deep critical thinking, creative brilliance and outstanding relationship building to transform the performance of brands and businesses.
Diageo's Scotland Brand Homes are a diverse mix of elite visitor experiences across Scotland. Following the announcement in 2018 that Diageo would invest £185m in Whisky tourism we opened Johnnie Walker Princes Street in the heart of Edinburgh and upgraded the experiences at our Malt Whisky Distilleries which include Talisker, Lagavulin and The Singleton. The final step of this investment was the rebirth of 'ghost' distilleries Brora and Port Ellen, in 2021 and March 2024. They bring to life our rich history and Global Brand Team strategies to consumers in a vivid and engaging way.
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Whisky tourism is the #1 activity for tourists in Scotland with over 2m visits to Whisky experiences across the country each year. Our visitor experiences offer unparalleled opportunities for consumers to immerse themselves in our brands and play a significant role in recruiting consumers from all over the World to our brands and the wider Scotch Whisky category.
We are on a mission to double the size of our Scotland Brand Homes business in order to recruit over 2m consumers per year into Diageo's brands. Our brand homes are the perfect blend of consumer experience, elite retail and outstanding F&B, they play a critical role within each brands consumer recruitment eco-system whilst also being one of Diageo's few truly direct to consumer (D2C) businesses.
Our marketers play a central role within our business taking key consumer and commercial insights and turning them into winning marketing business plans to fuel our businesses growth. They combine creative flair with strategic consumer insight, commercial acuity and strong project management skills to deliver brand plans and growth drivers that impact consumers both when they visit Scotland and when they are back at home.
Key Outcomes
We are on a mission to double the size of our business through exploding the scale of recruitment of consumers who visit our brands homes by F29. We want to be World famous for our immersive experiences, food and beverage and retail offerings. This part of a business is key part of The Singleton, Talisker and Oban Agile Brand Community's and has been selected as one of the markets responsible for Content Creation for Lagavulin. For all Malt Brand Homes we need to define a clear role within the communities they operate within and drive consumer awareness both in the UK and further field to unlock visits to our brand homes
Your key results will include;
- Lead the development of winning MBPs and our Malt Brand Homes to ensure we deliver outstanding plans and assets to enable us recruit consumers to both visit our brand homes and into our brands globally
- Deliver Global marketing content as part of GBT Content Establish Team to be utilised in markets across Diageo to unlock brand growth
- Line management of one direct report
- Build winning strategies and growth drivers to improve impact of Scotland Brand Homes, crafting additional tools and assets where vital.
- Collaborate with the Global Innovation team, GBT and Retail team to build a vibrant and scalable liquid and merchandise pipeline to unlock our growth ambition.
- Forge agile partnerships with the operational teams who run our brand homes, plus finance, supply, retail and legal teams to expertly ensure our plans are implemented on time in full
- Deliver breakthrough marketing across all key consumer touch points (retail, digital, out of home, trade)
- Track and control the efficiency of A&P spend and ensure full compliance with DMC
Functional Capabilities
- Applies powerful insights (Customer, Shopper, Consumer) to build competitive advantage
- Develops strategies and plans that beat the competition
- Encourages and engages others to deliver breakthroughs and brilliant execution
- Creative problem solving, finding solutions to problems to ensure we achieve our goals
- Utilises analysis to build winning consumer connection strategies (Digital, Social and Traditional)
- Outstanding creative development of impactful marketing assets which can translate across cultures and contexts to drive brand growth
Leadership Capabilities
Win through execution - Lead bold execution in a fast moving world;
- Act like an owner of Diageo by holding self and others to account for highest standards.
- Inject a restlessness to win and unlock capacity to decide and act quickly
- Scan the environment constantly and adapt plans with pace
Inspire through purpose
- Encourage teams to take entrepreneurial risks by building trust and respect through open and honest relationships
Shape the Future
- Set context and empower people to experiment and unlock opportunities for growth
- Enable others to invent the future and be brave to act boldly now
- Demand diverse external perspectives and trends that create impetus for change
- Insist on sufficient data and insights that quickly move us to action
Experienced Required
- The ideal candidate will have a broad range of marketing experience and great examples of game changing delivery in roles consumer marketing
- They will be commercially astute and bring a "GM attitude" to driving the total performance of their part of our business.
- Evidence of using insights to create winning strategies and an ability to demonstrate good creative judgement is a strongly sought after.
- Evidence of working comfortably in a highly ambiguous environment at pace, balancing multiple project is a major plus.
- Those highly skilled in fostering great effective relationships both internally and externally, in person and remotely will thrive in this role.
Working with Us
Join us and you can also expect a highly competitive and flexible rewards and benefits package including:
- Product allowance and membership discounts
- Contributory pension scheme
- Competitive annual bonus (dependent on performance)
- Generous holiday allowance
- Annual merit based uplifts
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.