Shopper Marketing Manager at Diageo

Purpose of Role

Shopper Marketing is a groundbreaking function at the forefront of both the Consumer and Customer Marketing with the goal to turn shoppers into buyers of our brands through shopper propositions that are aligned to the Category, Customer and Brand goals.

It’s about getting the right activities in the right places to win the Path to Purchase and to win at the Moment of Choice with shoppers. Drive sharp actionable insights, forward thinking and apply it in the development of the Shopper Marketing strategy ensuring it is rooted in the consumer and shopper journey, market, category and point of purchase insight for both the consumer and trade shopper.

Top  Accountabilities

• Drive profitable category growth with customers by vividly bringing the shopper to life and generate insights that encourage big ideas.
• Build outstanding shopper understanding to equip Commercial Planning with a practical understanding of target shoppers and actionable implications for the business.
• Act as gate keepers to ensure the shopper is at the heart of all commercial thinking (challenge Commercial Planning to deliver this).
• Lead and facilitate the shopper insight generation process with Commercial Planning using standard methodology processes and tools.
• Identify key opportunities that drive conversion by channel and/or customer by synthesizing shopper and retail understanding from multiple sources to proactively drive category growth.
• Create the shopper marketing vision and strategy, responsible for the execution of these plans for 24 months ahead.
• Create and implement large scale ‘category’ programs as big, insight driven platforms that span into the channels and customers.
• Own the insights of the emerging shopper and retailer trends and their implications for the customer and category activities to assist with achievement of the shopper planning priorities within Commercial Planning (and beyond).
• Facilitate expert Shopper knowledge for Channel applications by participating in cross-functional insight generation.
• Identify the most relevant insights that drive channel and brand growth and is able to lease translation into commercial plans.

Qualifications and Experience Required

Qualifications

• Suitable degree
• Driver’s license

Experience

• Proven experience working in sales, customer marketing, retailing or planning functions
• Project Management Experience
• Financial decision making experience

Key Skills

• High cognitive ability
• Experience of people, planning and performance management
• Builds powerful relationships, operates with positive intent encouraging trust, candour and respect, resolving conflict and crafting collaborative relationships by leading change and can drive transparency out of ambiguity
• Facilitate operational simplicity, enabling decisions to be made, aligned to and driven swiftly
• Analytical skills, systems savvy & data management