Job Description :

Overview of Role

The Commercial Planning & Activation Manager will work with brand Marketers, Agency Partners and the Sales-Field Marketing community to develop commercial plans, category growth drivers and brand activation programs to exploit growth opportunities for our DBC portfolio (specifically Lone River & Captain Morgan Sliced)!

This role represents the ‘customer’ and ‘shopper’ in the Joined Up Business Planning process (internal planning). They are the experts in Brand Activation at the Moment of Choice and act as the advisor for brand to ensure commercial reality is baked into brand/consumer plans. The role leads our overall BTL marketing investments to ensure optimized delivery of annual targets.

Purpose of Role

The Commercial Planning & Activation Manager – builds a competitive advantage for Diageo by collaborating, creating and communicating the brands physical availability priorities across On, Non & Off -Premise Channels. This role provides the critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications and programs are commercially sound, impactful and are grounded in deep shopper, retailer and RTM understanding. (CP&A Role’s key accountability is to own and drive the activation planning process as well as leading key partners)

The Commercial Planning & Activation role is the key arbiter of where and how and at what level our brands invest at the “moment of choice”. Deciding, for example, that brand is to be prioritized within a channel or segment has major implications for that brand’s long term growth, and must be a grounded and built in a commercial way that moves our business forward. The CP&A manager must have constant focus on recruitment and re-recruitment – supporting the mental availability agenda through the line by delivering outstanding Physical Availability plans for the brand.

Financial Management

The CP&A manager – will have access to and stewardship of a portion of the Brands A&P budget to support BTL agency and other 3rd party work in support of the brands with the Trade Marketing & Activation Director. The CP&A manager will have a T&E budget that they must manage and use at their discretion to improve their agenda and impact for the brands

Complexity

This role requires a deep understanding of all category & channel segment data, insights and shopper/consumer, trade, market trends and deep commercial knowledge. The role needs to manage and influence a large number of internal partners across executive, supply, marketing and sales functions to coordinate activity and consistency of outcomes

Leadership Responsibilities and Decision Making Rights

Leads all aspects of all commercial marketing/BTL planning and delivery of programs for Trade Marketing commercialization for and on behalf of the brand team – manages their appropriate budget shareCollaborates with brand/innovation, wider Trade marketing and sales-field marketing organization to deliver brand activity and requirements OTIFProvides critical input to commercial (BPM) and brand reviews (QBP’s) and Brand Board Sessions – leading commercial course correction where necessaryLives the Diageo Performance Ambition and demonstrates deep commitment to our Leadership Standards

Top 3-5 Accountabilities

Delivers “fewer, bigger, better” brand activations that truly impact the brand performance in service of the Mission – grow share and deliver financial and consumer imperativesEvery commercial touchpoint understands their role in supporting the Brands ‘Must Do’s’ in service of the Mission/PlanGrow yourself and others by living our Performance Ambition and leading through action.

Qualifications and Experience Required

5-7 years of CPG brand/commercial experience in a fast paced, shopper /consumer insight driven, matrixed environment with business planning, commercial strategy and BTL creative skills important. Comfort with change management and experience with customers (Bev Alc. ideally) and the 3-Tier RTM a significant advantage.

Worker Type :

Regular

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date :

2024-11-20

Salary Range:

Minimum Salary:

$105225

Maximum Salary:

$175375

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others.  (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.)  The salary range displayed is the salary range for the role’s primary location.