Job Description :

Diageo is a world-class leader in beverage alcohol with an outstanding collection of brands across spirits and beer! Diageo has over 200 outstanding brands – old and new, large and small, global and local, with brands sold in 180 countries at almost every price point, in every category to meet consumer demand.

Diageo is the leading spirit player in every region of the world, highlighting a broad portfolio of both international and local brands. Diageo leads the top two largest spirit brands in the world, Johnnie Walker and Smirnoff, and 20 of the world’s top 100 spirit brands. Its portfolio includes Crown Royal, Cîroc and Ketel One vodkas, Captain Morgan, Buchanans, Don Julio, Casamigo’s, Tanqueray, Baileys and Guinness!

Purpose:

Pre-Mix is one of Diageo’s top three critical priorities. Winning in Pre-Mix is critical to maintaining share, as Pre-Mix is outpacing all other categories of spirits. Pre-Mix will be responsible for a projected 81% of all spirits growth over the next three years.

 

We are looking for a dynamic and high-energy leader to help us run our Pre-Mix RTD/RTS business in the present and, as critically, build for the future. This role leads the central team of commercial brand, channel, customer, portfolio and digital marketing experts that together create a competitive advantage for the Diageo US Pre-Mix portfolio. This team enables us to positively drive top line sales and longer-term brand equity, through impactful, omni-channel programs and initiatives which are grounded in market, channel, customer, consumer, shopper & commercial insights. These initiatives are designed to compliment and enhance the work that our in-market and brand teams are pursuing.

 

The VP will guide strategic deployment of brands and portfolio within the On, Off, Non & Digital - Premise channels across the Spirits RTD and RTS portfolio. They will supervise a team of customer marketing strategists and tacticians in the development of channel, customer and market orientated plans that drive our leadership.  Provide the key planning linkage between the consumer & shopper/brand vision and distributor/trade goals for, customized to meet all market nuances and state legalities and is the primary architect of Channel Plans and all results. This person will also handle Directors of retail, and will build/drive retailer-specific plans to grow Pre-Mix.

 

Executive owner/champion of DWBB tools and processes commercially, assuring their consistent and effective use in brand strategic plans, trade strategy, activation plans and lead the linkage to execution through the distributor trade development teams.  This position is the main driving force to ensure consistent execution of national consumer/shopper programming, at-scale execution and driving the forward integration and evolution of the distributor trade marketing operating model and strategy across many functional areas while driving significant annual A&P productivity savings/re-investment through the linkage of planning, activation and execution. This role is also responsible for leading a large people development agenda across multiple partners. Other responsibilities include division A&P allocations in line with portfolio strategy and market growth. Key contact point for our in-market & customer leadership and our Distributor Trade Development teams. This role is critical in and accountable for the integration of local market activity, brand marketing and the timely sharing of tools, assets, resources to the in market, customer, and distributor teams.

 

Management:

Leading a team of 7 people immediately, with plans for F25 expansion. Current roles:

Pre-Mix Director C-Sore, Liquor, Drug & MilitaryPre-Mix Director Grocery & MassCP&A Manager, RTDCP&A Manager, RTSManager, Shopper and Selling StrategyManager, Insights & AnalyticsSr. Manager, Commercialization

 

Oversees implementation of trade mapping and production of channel/customer strategic plans. Accountable for team recruitment, development, and succession planning. Team leader/executive sponsor for on-going and ad hoc initiatives beyond own group scope.

 

Reports to President Beer & Pre-Mix.

 

Deeply engaged with brand Marketing SVP’s & brand groups, CMO and the Marketing & Innovation Leadership Team, Commercial General Managers, Distributor Trade Development VPs, VP Procurement, SVP Finance, SVP CAPS/RTM and Customer Marketing LT.

 

Given complexity of stakeholder engagement this role must be based in our North American HQ – 3WTC.

 

 

 

Complexity of Role:

The complexity of this role is very high due to the management of a large and very diverse stakeholder community.Ensuring both brand and commercial priorities are aligned and complimenting one another and delivering results is not always straightforward. Enrollment of divisions/distributors to ensure consistent program execution at scale make this a complex role to run.This is the only role charged with ensuring national priorities are activated against, local ideas are evaluated, scaled and funded.Requires working understanding of all segmentation data and insights produced by CPR, Advanced Analytics and Commercial Insights teams’.Should collaboratively resolve and optimize the expectations/goals and priorities of disparate sales organizations and key customers (ex: Brand Standards).Requires the analytical acumen to manage a very large amount of data, and the commercial acumen to convert the implications of the data into growth driving plans.Accountable for continual planning/implementation interactions with consumer brand groups, CPR group, Innovation groups, and all in market sales and category teams.Must develop a way of working and a level of collaboration that ensures our brands win with the right customers across all channel – including on digital platforms.

 

Key Outputs:

Trade segmentation Creation/evolution of consumer-centric trade segmentation platforms (Sub-channel segmentation, Spectra etc.), directing/facilitating the associated account mapping, and assuring actionable linkages with TD Links and Spectra dataCreate and maintain consistent ways of working platform across divisions and distributors that links strategy to execution across all BTL initiatives in USChannel strategic plans Screening of Channel and sub-Channel opportunities - prioritization of these opportunities against our growth agenda. Three-year plans: off- and on-premise channel segments, underpinned by Sub-channel segmentation, Spectra etc.), and DWBB/NGMChannel development/testing and implementation planning for next-generation platforms (ex: Ibotta in 2016, Specialist Program in 2015) tools, including innovation on marketing techniques and drinks delivery systems, customer business modeling, and strategic data capture.Develops all programming for National Activation plan so all divisions understand and implement program execution at-scale across US. Define at-scale execution for divisions/distributors and implement on consistent basisPeople coaching, training and education plan and activated in CPA/divisions/distributor to create best in class team, and assessments of readiness of team members for expanded and/or cross-functional roles.Process and plan to track, manage and review division spend for efficiency and consistency by spend type in order to shape consistency of activitiesSearch and spin process that takes great ideas to full activation and eliminates small non-value adding programs and tactics which will provide better spend efficiency and effectiveness

 

 

Experience:

Potential candidates will possess 10-15 years of experience in Spirits, Beer, Wine industry and or in a similar CPG environment at senior levelsDistributor knowledge and internal division ways of working knowledge is keyWell rounded business athlete with experience across multiple commercial functions, given the variety of positions reporting to this roleMust have successful and highly proven leadership skills to manage complex situations, business unit planning experience, ability to ensure and enforce key principles.They must also demonstrate strong people development skill set, be highly collaborative with experience across matrixed organization.Will also have high level cross functional sales and customer marketing at a national level.Mastery level capability on all Diageo Customer Marketing functional and leadership attributes; track record of success in: channel insight development, joint customer business planning, crafting of commercial strategic and tactical plans combining economic, consumer, and trade goalsLeadership management across matrix organizations, cost center management team management, people development and change management.Must be a proven relationship builder across consumer & customer marketing teams, distributor teams and senior management at many levels.Track record of budget management and agility in financial decision making.

Worker Type :

Regular

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date :

2024-08-26

Salary Range:

Minimum Salary:

$191250

Maximum Salary:

$318750

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.