Job Description :

About us

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you’ll test new insights, learn and grow, and unlock a brighter, more exciting future.

Consumer and Customer Marketing
Roles in this job family have broad marketing abilities and expertise in driving loyalty, retention, advocacy, growth and community participation. Also included in this job family are marketing management roles which lead or manage a number of fields with significant scope.

Market Context:

The Caribbean and Central America (CCA) market is a Diageo business unit that generates approx. £300m NSV. CCA is the most profitable market in LAC both in terms of absolute operating profit and margin. 90% of our NSV is USD invoiced.

CCA is a very dynamic market with many opportunities. Our geographical footprint covers 37 countries, where different languages are spoken and we have a population of 80m, 52m of whom are LDA+. Our model is a distributor based RTC with over 40 partners. We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology center and principal warehousing operations.

The Scotch category accounts for approx. 70% of Total NSV, predominantly playing in the Premium and Super Premium segments; Diageo share of market in Scotch varies from 45% to 75% across the region – making us the number one player.
 

Decision Making:

Supports and influences decision making on the annual strategy (trade / channel / category and game planning) and the related investment and execution plan in key countries.

Lead Commercial Standards implementation in DR

Lead decision making on the execution of the commercial calendar and activity plan, ensuring its completion with the Cycle Process (Reserve, Innovation, Brand and Category Initiatives), by channel and what customer propositions will be implemented to unlock growth, working closely with Marketing, Commercial Managers, CP&A, and Distributor Partners.

Decides the performance critical metrics to supervise and make sure all countralign withwith Execution Scorecards (Cycle brief & Essentials 365) to report in a timely manner.

Decides all BTL adaptations for key activities in DR with he recommendation of CP&A and input of Marketing and Shopper Marketing.

Key decision maker in IBP process for the market.

Decide which RGM strategies and levers should be prioritized by each market according to the specific market climate description.

Decide the right channel development strategy to optimize RGM levers to deliver sustainable and profitable growth.

Decide how to deploy DR structural price strategy and architecture, as part of Annual CAP (Customer Annual Planning) process.

Recommending Pricing Scenarios and Impact assessment to consistently drive headline pricing interventions in DR.

Financial Responsibility:

Handle CMO team T&E budget and adhere to all related policies, not exceeding assigned budget.

Own and track CCA A&P BTL and TS to improve the different opportunities in DR.

Through Growth team, will be responsible for all Trade Spend in CA:

The role reports to Commercial Manager, DR.

The role has 4 direct reports, and a full structure of 9 employees.

As the functional leader in DR, he / she must also coach, mentor and build capabilities within the full commercial team. 

The incumbent needs to influence commercial teams and marketing teams internally and externally with key distributor personnel to focus on building a sell-out organization with passion.

Great relationship builder with different collaborators internally and externally.Theye will be exposed to demanding senior leaders and thus needs to show confidence and dget resultsat all levels.
 

Key outputs:

Responsible for ensuring the organization is equipped with business information to deliver detailed Planning and Execution through efficient cycle planning & briefing process.

Provide channel and outlet segment understanding, shopper/consumer-based insights and knowledge into JUBP process from category strategy to activity plan.

Leads the detailed execution of Cycle Planning & Briefing process and holds CP&A accountable for aligning with it step by step to deliver each activity OTIF.

Drive pricing and promotional effectiveness in a compliant way for all cannels, collecting pricing and promotional roadmap data, use of standard tools and analytics to measure country performance against agreed upon objectives.

Monitor pricing and promotional calendar execution to identify price and promo opportunities.

Provides direction to the organization on TBA growth drivers and relevance for category and channel.

Monitors and evaluates in-store execution compliance against well-defined Execution Scorecard metrics and ensures corrective actions are taken by commercial teams to improve performance.

Supervise M&E on activities and drive promotional effectiveness (return on investment) and forecasting accuracy of promotional volume.

Leads the customer marketing capability building agenda to drive shopper / occasions and customer centricity in the organization to continuously improve in brilliant execution standards.

Build excellent capabilities to invest our promotional budget in the right brands, in the right channel and in the right promotional mechanics to stay competitive and deliver superior business performance.

Lead the transformation on IBP and BPM.

Deliver Commercial Standard agenda in CCA.

Ensures full compliance with CARM, Diageo Code of Business Conduct and DMC.

Performs other related duties as assigned.

Qualifications and Experience Required

Bachelor’s Degree required in Business or related field.

English and Spanish required.

7+ years of experience in sales and /or customer marketing /trade marketing, shopper marketing areas with specific experience of distributor-based businesses. Experience in Luxury business will be a plus.

Proven experience working with customers, where joint business planning and category planning is integral to ways of working.

Good understanding about how the total sales organization operates and how to drive its effectiveness.

Proven experience leading, coaching teams (direct or indirect) and effectively while working cross-functionally.

Masterful at finding opportunities to collaborate across our consumer, shopper and customer agenda.

Ability to work around and within a variety of different market conditions and demographic factors.

Strong analytical and presentation skills. ·

Strong influencing, negotiation, and collaboration skills, with a range and adaptability of style.

Great planning, organization, and project management skills.

Proactive, self-starter.

Flexible Working Statement:

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to handle your wellbeing and balance your priorities from day one.

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, approaches, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to new heights and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

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