Brand Manager Johnnie Walker at Diageo

Job Description :

The purpose of this role is to develop and deploy world class marketing business plans that are insight driven, consumer focused and commercially viable. This role is accountable for brand market performance and is expected to lead or support interventions that unlock growth. The role will also be charged with managing advertising and promotion resources as allocated, driving effective and efficient use of media spend and collaboration with the Shopper Marketing team to ensure BTL spend efficiency. The role will link in with the Diageo Global brand teams (GBT’s) to ensure that key platforms are developed to serve our market needs.

• Building purposeful winning brands: execute the Market Business Plan (MBP) for designated brands, leading development and execution of strategic growth drivers to achieve desired outcomes; craft compelling brand and strategic narratives that energise consumers and the business; lead connections planning as a social native and commercial realist; be adept at delivering brand content and experiences in all the moments that matter; manage the development and distribution of the brand content to consistently engage with consumers in culture to build MDS.
• Driving Marketing Performance: consistently execute plans that beat volume, NSV and CAAP targets; leverage understanding of the category, customer profitability and the competitive landscape to deploy activities that create value for customers & the brand; manage the brand’s P&L levers to grow profitability with optimal use of A&P
• Delivering Integrated Execution: strong creative judgment when evaluating creative ideas and giving simple, effective feedback vs fit to brief; multi-channel execution: create great plans and distribute content to grow salience and drive reach, recency, impact and reach among the target audience; pace and agility: knows what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time; manages productive relationships with internal and external partners, including C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and ROI; works with agencies to ensure optimal media mix; delivers effective and efficient media pans that drive impact, recency and reach.

Qualifications:

• 3-4 years + experience in marketing in IPS and/or FMCG/Luxury good categories.  Candidates should have had similar roles in peer companies.
• Proactively Defines and Communicates Growth Opportunities: Takes the lead in understanding consumer and market contexts, identifying opportunities and threats for brands across short and long-term horizons, and effectively communicates these insights.
• Consumer Insight: Actively seeks innovative methods to engage with consumers by delving deeper into their motivations and understanding their evolving needs.
• Strategic Planning: Develops robust plans and briefs grounded in a comprehensive understanding of consumers and market dynamics, focusing on driving sustainable growth.
• Creation and Execution: Leads the development and implementation of brand activities across Above-The-Line (ATL) and Below-The-Line (BTL) channels, ensuring adherence to minimum execution standards for an optimal consumer experience.
• Monitoring and Evaluation (M&E): Guides the business in identifying and prioritizing impactful growth drivers while discontinuing less effective strategies, ensuring resource allocation is aligned with strategic objectives.

Skills:

• Strategic thinking - A strategic and visionary leader able to make bold strategic choices that deliver for the short and long term.
• Commercial acumen – An understanding of business end to end and providing robust counsel to the executive team.
• Performance driven - Has an acute focus on performance and results, is highly accountable and determined to win.
• Agile - Demonstrates pace and urgency, responding quickly to emerging threats and opportunities,
• Influencing – can navigate a matrix organisation and build brilliant relationships internally and externally.
• Personally resilient – able to maintain emotional balance in the face of pressure and high-performance expectation.
• Externally focused - Great external radar to spot opportunities and challenges and strongly networked into key communities of experts to understand market and legislation trends.
• Invest in Talent – Track record of leading leaders and ability to build and nurture high performing teams and insightful into what drives performance.