About the Role

The Channel Activation Manager-Hyper, LSM and Luxury has full accountability for the Activation agenda within Hyper and LSM channels. The role is responsible for orchestrating and delivering the annual activation calendar; by balancing the objectives of brands and portfolio, channels/customers and delivering business targets in a way that the off-trade Sales Teams (KAM & MD) can execute effectively.

Responsibilities

• Lead the commercialization and customization of brand and portfolio activities across channels, with a deep understanding of trade practices, channel dynamics, and specific operational requirements, ensuring activation throughout the customer ecosystem.

• Execute and regularly review the Category Growth Strategy, partnering with the team to drive customer growth through changes in shopper and consumer behavior.

• Develop Category growth drivers into activation plans and priorities for the channel; set KPIs and lead M&E of key activities to optimize investment and enhance growth driver efficiency and effectiveness. Responsibilities include:

Managing the investment plan, including A&P and trade investment allocation, and improving promotion efficiency.

Creating quarterly price/promo plans with activation calendars.

Providing strong input on point-of-purchase assets with Shopper Marketing executives.

• Stay hyper-aware of the external customer and competitor landscape, converting insights into actionable strategies for the Management Team to drive growth in the dynamic Hyper and LSM channel.

• Lead the development, assessment, and continuous improvement of Outlet Segmentation and Outlet Activation Blueprints to outperform the competition.

• Oversee Sales Cycle Briefing for the sales team and functional stakeholders, including content development, presentation, and practical sales tools to support KPI delivery.

• Contribute to shaping Trade Strategy and execute key decisions and investment allocation.

• Set day-to-day direction and coach Shopper Marketing Executives to achieve Channel Activation Plan delivery.

• Keenly Collaborate with other key channels (CVS, Ecommerce, On-trade which includes bar, club and restaurants) to build seamless omni-channel shopper experience

• Manage Shopper Marketing agency recruitment and performance.

Experience required/Skills/Capabilities/Languages

• Minimum 3+ years in shopper (trade) marketing or channel activation planning, with advanced commercial acumen; understands the business and customer value chain/P&L, and has demonstrated experience in continuous improvement and investment optimization for growth outcomes.

• Minimum 8+ years of experience in sales customer-facing roles (e.g., Account Management in Hyper, Convenience, Field Sales Management, or Executive) or marketing experience (BM, ABM experience).

• Conversant in Category, Portfolio, and Trade Strategy with evidence of contributing to the development and execution of these strategies.

• Strong drive for results; capable of identifying and resolving issues swiftly, self-motivated with ambition to achieve market-leading outcomes.

• Capable in strategic thinking and planning; demonstrated experience in converting strategy and plans into actionable sales activities.

• Proven ability to influence and lead cross-functional teams, and effectively communicate with internal stakeholders.

• Experience in digital marketing, luxury marketing, data analysis, organizing offline brand events, or category management is a definite plus for the role.

• Proactive communication with the Regional Team in English.

Diversity statement

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.

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.

Character Is Everything