Languages Required: fluent English, German is a plus
Location: Hamburg, Germany / Amsterdam, Netherlands
About us
Diageo is the world's leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. With over 200 brands in 180 countries and a global network of entrepreneurial individuals, our teams blend a diverse range of experience, knowledge and skills. We connect customers and consumers to our iconic products and create innovative experiences that bring people together to celebrate life!
About the function
Our role as Consumer Planners in Diageo is to lead the total business with ideas and insights that sell more. Our partners expect us to demonstrate our unique skill to own the business to make the right strategic choices. We focus on making commercially savvy and evidence-based decisions within the ever-changing context of our consumers, shoppers and customers lives.
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We have an industry recognized track record of thought leadership, strongly influencing how we build our brands, how we identify new opportunities for growth, and how we do marketing at Diageo. Our role is well beyond functional research delivery.
About the role
This is an exciting role, that comprises different aspects of Planning, including brand, consumer, and shopper. It reports to the Head of Consumer & Shopper Planning in Northern Europe (Germany, Austria, Switzerland, Poland, Belgium, Netherlands, Denmark, Sweden, Finland, Norway) and works across Diageo portfolio, including global, strategic brands.
Role Responsibilities
In this role you will lead the development of sharp insight and future facing thinking and apply it in marketing and innovation activities which are based on consumer, shopper, category understanding. We strive to achieve the longer- term vision whilst delivering the in- year ambition.
- Lead the proactive identification and communication of both: strategic and tactical opportunities for growth, for categories and brands, and ensures these opportunities are prioritised in the Category/ Brand Vision and Strategy, with compelling ideas for execution.
- Ensure consumer and cultural insight is at the heart of relevant strategies and executions (e.g. brand positioning, creative development).
- Enable the creation and/or execution of outstanding growth drivers by igniting deep consumer and cultural understanding in combination with previous findings (on this and other brands).
- Instill a consumer and shopper-obsessed culture across the Brand/Category team. Lead by example in having a deep immersion and expertise in consumer behaviour not just in our brands/industry but in broader consumption and culture.
- Provide strategic leadership, insight/key learning throughout the annual brand planning process. This includes measuring and evaluating previous years' activities, providing consumer insight and inspiration, facilitating workshops, leading the category/brand team with an objective opinion on the key issues to be addressed and the way forward.
- Take ownership of implementing a learning plan across the category and all brands. Own all stages of primary and secondary research, from methodology selection to vendor management to maintaining high standards of reporting to ensure learning is presented in a useful, inspiring way. Importantly, ensure all research is aligned with our Responsible Research Policy.
- Closely co-operate with the European Innovation Planners and Global Brand Planners, representing local market.
- Fuel the Brand and the Shopper Marketing Teams with consumer and shopper provocations that instigate change.
- Embed new best consumer & shopper understanding practice within the NE consumer marketing community.
About you
- 13+ years of experience in research/planning roles, in Consumer Goods organizations, with a focus on strategic brand planning.
- Passionate and deeply curious for understanding consumers and the world they exist in, with evidence in applying this, to drive growth.
- Able to bring the future to today's world and roadmap actions, to make it happen.
- Experienced at leading research projects, agencies and budgets. Deeply understanding research techniques, able to draw conclusions beyond what is shown in a deck.
- Able to accurately digest large amounts of information and break down complex problems; strong in quantitative analyses
- Communicate in a compelling, persuasive and impactful way. Teammate, able to influence across senior levels.
- Proficient in English, German is a plus
Our Offer
- An inclusive company culture that puts employees and their development first
- A competitive salary with bonus and many benefits that suit your lifestyle
- An industry leading parental leave policy
- ...and of course, THE best colleagues!
Flexible Working Statement
Flexibility is key to our success. Talk to us about what flexibility means to you so that you're supported to lead your wellbeing and balance your priorities from day one.
Diversity statement
Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.
We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mentalities, and more.
Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.
Feel inspired? Then this may be the opportunity for you.
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.