Marketing Manager Premium Core at Diageo

Role Purpose

The purpose or the role is to drive the business ambition to grow market share for our Premium Core portfolio by focusing on brand building and brand equity growth in strategic markets.

This a key leadership role responsible for developing and executing marketing strategies to drive brand awareness, market penetration, and revenue growth. The role requires a deep understanding of consumer behaviour, market trends, and competitive landscape. The Marketing Manager will lead a team of brand marketers and collaborate with cross-functional teams to achieve business objectives and maximize brand performance. 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.

Key Responsibilities

• Strategic Planning: develop comprehensive marketing strategies aligned with overall business objectives and brand goals. Conduct market research, consumer insights analysis, and competitive intelligence to identify growth opportunities. Define target audience segments and develop positioning strategies to differentiate the brand in the market.
• Brand Management and Performance Delivery: Oversee the development and execution of Marketing Business Plans and brand growth drivers across various channels, including digital, traditional, and experiential. Ensure brand consistency and adherence to brand guidelines in all marketing communications and activities. Monitor brand performance metrics, including market share, brand awareness, and brand perception, and implement strategies to enhance brand equity. Deliver brand P&L metrics as set out in the Annual Operations Planning Process with a key focus on NSV, GM and CAAP.
• Innovation: lead product launch initiatives, including market assessment, positioning, pricing, and go-to-market strategies. Collaborate with product development teams to identify and prioritize new product opportunities based on consumer insights and market trends. Drive innovation within existing product lines through product enhancements, packaging redesigns, and product line extensions.
• Integrated Marketing Campaigns: Develop integrated marketing campaigns that leverage a mix of advertising, promotions, social media, PR, and other marketing channels. Collaborate with internal and external creative teams, agencies, and vendors to develop campaign assets and materials. Monitor campaign performance and ROI, optimizing strategies and tactics to maximize effectiveness and efficiency.
• Trade Marketing and Channel Management: Work closely with the Shopper Marketing team to develop trade marketing strategies and programs that drive product distribution, visibility, and sell-through at retail channels.
• Digital Marketing and E-commerce: develop and execute digital marketing strategies to drive online brand presence, engagement, and sales. Collaborate with e-commerce teams to optimize product listings, content, and user experience on online retail platforms. Utilize data analytics and performance metrics to continuously optimize digital marketing campaigns and e-commerce strategies.
• Team Leadership and Development: Provide leadership, mentorship, and direction to the marketing team, fostering a culture of collaboration, innovation, and accountability. Set clear goals, objectives, and KPIs for team members, and conduct regular performance evaluations and feedback sessions. Identify training and development needs within the team and provide opportunities for skill enhancement and career growth.
• Budget Allocation: develop and manage the Premium Core brands marketing budget, allocating funds across different marketing activities such as advertising, promotions, trade marketing, and digital marketing in line with market prioritisation. Monitor budget expenditures closely and identify opportunities for cost optimization or reallocation as needed.

Minimum Requirements

• 8-10 years + experience in marketing in IPS and/or FMCG/Luxury good categories.  Candidates should have had similar roles in peer companies.
• Degree in Marketing or related field