Head of Customer Marketing & Business Effectiveness at Diageo

Job Description :

• The Head of Customer Marketing and Business Effectiveness will facilitate the joined-up planning of customer-focused marketing initiatives in collaboration with partners. This role is focussed on ensuring commercial execution, business operations, capability and channel execution in line with plans.
• This role is accountable for defining competitive route to consumer for our APM business, commercial transformation strategy, and ensuring world class commercial capability standards for Diageo and for our partners to deliver Every Day Great Execution. The role will also focus on robust target setting and reporting.
• The role is responsible for delivering the NSV and market share growth through excellent outlet execution plans, efficiencies and capability strategies.

Key Accountabilities

• Collaborate with Marketing, Commercial and Partners to develop annual and long-term customer marketing strategies and plans to deliver profitable growth.
• Align on annual budget plans for customer marketing activities ensuring optimal allocation of resources against priorities.
• Ensures and monitors the execution of brand plans, BTL activities, commercial, shopper and consumer plans in trade through periodic market visits and reporting.
• Responsible for management of commercial metrics, reports, dashboards and insights.
• Leverage data analytics and research to understand customer behaviour and preferences, competitive landscape, consumer trends to inform strategic decisions and opportunities for improving sales revenue and market share growth.
• Work closely with the Commercial and Finance teams to align on revenue targets and promotional activities.
• Monitor and track key performance indicators (KPIs) to measure the effectiveness of commercial and customer marketing plans.
• Ensure all customer marketing activities comply with regulations and company policies.
• Ensure Route to Consumer optimisation and EDGE.
• Provide leadership to the Commercial team to ensure full alignment and embedding of the defined sales process, standards and measurement.
• Partner to develop and embed world-class Commercial Capability plans for internal teams and partners.

Qualifications, Experience and Leadership

• Degree in Marketing, Business Administration or related field.
• 7+ years’ experience in a variety of Commercial roles, e.g. Sales, Customer Marketing and Sales Operations.
• Relevant Customer Marketing experience in consumer goods industry is essential.
• Experience in leading Commercial Transformation programmes.
• Strong analytical, numerical skills, ability to interpret complex data to drive actionable insights.
• Strategic thinking, ability to shape the future and stakeholder management.
• Excellent communication, presentation skills and able to influence senior stakeholders.
• Results orientation, driven to achieve and exceed targets, and robust disciplined performance management.