Consumer Planner - Spirits & RTDs/Shoppers at Diageo

Marketing

At Diageo, we boast a wealth of admired brands that few companies can rival. With names such as Baileys, Guinness, Smirnoff, and Johnnie Walker, there’s a rich legacy of character and outstanding products to promote. And we rely on passionate, driven marketers to celebrate these brands and ensure their future success.

Whether you’re involved in launching a spirited and innovative campaign, developing fresh and exciting products, tapping into a new generation of consumers or delving into the insights that spark the next big idea, there are a huge variety of projects and roles on offer. But all our positions demand the same levels of resilience, strategic thinking and creativity that drives growth and does justice to the quality of our brands.

Character is everything to us at Diageo. We’re looking for the bold, daring and pioneering spirit that has sustained us for hundreds of years. If you share our sense of adventure, you’ll thrive here. With opportunities to shape the career you want, through continuing learning and development, and the support of talented peers.

About the role

The Consumer Planning Manager Spirits must ensure that brand strategy & communication is founded upon a deep understanding of the consumer. The role drives world class understanding of consumer attitudes, motivations and trends that can be used to grow our Mainstream and International Premium Spirit brands.

The role is the custodian of consumer insights, and build an understanding of the consumer, which is based on opportunities and challenges, thorough & grounded, compelling / easy to understand, proactive & timely. The role is the custodian of Shopper insights, and build an increasingly important understanding of the shopper, as Off-trade contribution continues growing. The role delivers Measurement and Evaluation for key advertising and promotional projects

Your Role

Proactively defines & communicates market, categories, and brands opportunities for growth, and articulates what it will take to realize these opportunities

• Externally attentive -to culture, trade and consumer trends, and marketplace dynamics, to detect the factors that could positively or negatively impact growth.
• Support development & implementation of brand strategy and communication by facilitating a deep understanding of the consumer and shopper.

Seeks out deep consumer insight and implications that will drive penetration growth

• Transform research outputs into simple, practical implications
• Fuels the business with consumer/ shopper led provocations and understanding to instigate change

Synthesizes data and understanding from multiple sources -quantitative and qualitative and joins the dots in a relevant, practical way

• Ensure that consumer knowledge is clearly reported and interpreted within the framework of brand related issues
• Lead regular brand activity reviews, keeping the brand teams informed and updated
• Custodian of brand building thinking (DWBB/NGM) for Spirits and the shopper vertical

Ensures learnings from measurement & evaluation are applied to increase productivity of our A&P spend

• Ruthlessly prioritizes and focuses on tasks that add maximum value to Diageo, stops or delegates everything else.

Experience Required

• University degree in marketing / business or other related field preferred though not crucial. Postgraduate Qualifications an advantage
• 3-5 years’ experience either within an FMCG organisation with a planning, brand & consumer focus, or a related agency background
• Experience in both quantitative and qualitative research techniques
• Experience of the Beverage industry is helpful however not crucial
• Validated and strong Brand and Trade marketing experience (3 - 5 years)
• Developing or Experienced level on all Marketing Functional capabilities
• Can demonstrate excellent Commercial judgement & skill.
• Is experienced at handling key partners nationally & internationally.