Senior Manager Planning, Innovation and Future Spaces
Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness!
Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!
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About the role:
This role will help shape the future of adult drinking experiences in the dynamic, growing Diageo's share of the North American total beverage alcohol market and beyond. Diageo NA covers the US and Canada. North America contributes over 50% of Diageo's global gross profit.
Diageo North America is seeking an experienced, hands-on Consumer Planning Senior Manager who is hungry to partner in defining, creating and implementing a participation strategy for Diageo to win sustainable market share into the future, through innovation, evolution and revolution, encompassing existing Diageo brands (from scale brands to new-to-world), and taking the company into new areas.
This CP Senior Manager will lead strategic consumer decision-making on significant projects that will shape the future of Diageo's portfolio of brands, products and more. This role works integrally with a broad range of partners from across Marketing, Consumer Planning, Innovation, Shopper, Strategy, Commercial, Global and beyond.
Role Responsibilities:
DRIVE SUSTAINED BRAND GROWTH AND BUSINESS SUCCESS THROUGH INNOVATION AND FORESIGHT
- Partner in defining, creating and implementing a participation strategy for Diageo that drives sustained penetration growth, sales momentum and increased profitability
- Lead and be accountable for developing, reviewing, evolving and aligning partners to projects and plans across categories and in new ones
- Partner in creating inspiring, best-in-class creative briefs for product development, claims, formats and much more, to find new ways to drive consumer engagement, affinity and salience as a route to constantly driving for Penetration and share gains
- Liaise with Commercial teams to align planning, performance and learning for relentless performance improvements across the portfolio
- Drive critical thinking on overarching vision, frameworks and ideas for share-gaining initiatives in partnership with Marketing, in order to achieve business ambitions by translating objectives, insights and cultural trends into profitable action
CONTRIBUTE TO A WORLD-CLASS CONSUMER PLANNING CAPABILITY AND FUNCTION
- Gather research and lead group working sessions with partners where necessary to uncover spirit industry, Diageo and competitor insight
- Create and co-create inspiring, informational and incisive internal (and sometimes external) presentations demonstrating the team's strategic direction, plans and achievements
- Rigorously analyze strategic landscape and relevant trends in order to identify and prioritize critical research and learning needs
- Manage specific category research, as well as other ad hoc market intelligence gathering, to best identify and understand complex human motivations and behaviors as they relate to business innovation solutions
- Champion a test and learn environment that optimizes marketing effectiveness for the short term and overtime
- Drive continuous process improvements and continually evolve ways of working smarter by refreshing and generating new approaches and thinking about innovation planning capability
STRENGTHEN DIAGEO NA TREND CAPABILITY WITH A FOCUS ON INNOVATION
- Own and lead the best available understanding of what will drive consumer behavior change (or inertia) in the short, medium and long-term future
- Interpret and monitor cultural and social trends as well as critical occasions and audience segments
- Enable Diageo NA to stand in the future by leading projects in collaboration with planning team and other departments such as, but not limited to, innovation, customer activation and shopper marketing, etc.
- ‘Bringing the outside in' to enrich our future thinking, trends understanding and power to ideate for growth
Experience / skills required:
8+ years working as a Planner or Insight Professional, in a leading consumer goods company, a Comms/Creative Agency, or a consumer research consultancy, or within more than one of these areas
Skills & Knowledge:
- A strong strategic problem solver and strategic leader
- Stands in the future and sees and feels possibility powerfully
- Proven track record of using consumer and shopper insights to deliver empirically successful commercial action
- Comfortable with both qualitative and quantitative data sources, their analysis and use as sources of consumer insight
- Analytical rigor, thought discipline and the ability to evaluate the power in multiple different sources of layered data simultaneously
- A healthy challenging outlook on all new information, with high standards for the credibility and value of data
- Expertise with the most up-to-date theories of Brand growth and decline, and an interest in how these are evolving
- Ability to engage and influence a team of experienced Brand Marketers and Consumer Planners as well as a wide range of partners
- Excellent facilitation skills - able to lead a team to unlock creative solutions to consumer issues
- Ability to manage complexity. Distils and simplifies consumer and market knowledge from multiple sources into relevant priorities and then into clear, actionable implications
Behaviors:
- A proactive collaborator who can draw strength from the involvement of others
- Can successfully manage at all levels of the organization with equal integrity, commitment, effort and care: up, down and sideways, within and without
- Passionate and curious about consumers - exhibit a constant thirst for discovering consumer insights and ability to communicate the insight and its importance to the business
- Practical, pragmatic, results-driven, outcome-oriented, efficient operator, good multi-tasker. Will need to keep many plates spinning simultaneously.
- Inspires others to be passionate about consumers
- Loves comms and creative; cares about what consumers see from our Brands and how that lands with them
- Passionate about selling
- Seeks simplicity and commonality ensuring that Brand strategies are applied widely, consistently and effectively
- Sensitive to a diverse range of audiences; able to adapt quickly
- Strong presentation skills across materials (data visualization, inspiring decks, multi-media) and delivery
- A positive Ambassador for Diageo in the world
Flexible Working Statement:
Flexibility is key to our success. Talk to us about what flexibility means to you so that you're supported to manage 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, mindsets, 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.
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