Brand Manager - Scotch, Global Travel - Open to flexibility

London (Greater)
29 Sep 2016
29 Oct 2016
Contract Type

Brand Manager - Scotch, Global Travel - Open to flexibility

Global travel is a highly attractive growth market, giving unparalleled access to affluent, global consumers. Passenger numbers are increasing at 4-5% per year, and are forecast to double by 2030, to nearly 2 billion.
In Diageo broadly, we are on a journey to becoming a more balanced consumer and customer centric organization. “Winning at the Moment of Choice” as an organization wide rallying call has galvanized the Sales organisation and within that the Customer Marketing function, as well as the broader Diageo community to accelerate this journey.

A large part of this ambition will be achieved through building amazing customer relationships, inspiring the team to new levels of performance and providing an unparalleled brand proposition and luxury retail experience.

Our ambition is to beat our competition and develop industry leading marketing platforms. An in depth understanding of our consumers and customers to drive powerful insights to unlock growth is crucial to delivery of our ambitions.

This role, based in London, plays an integral role in achieving these goals, through the development of marketing strategy and the implementation of effective marketing programs to drive NSV and operating Profit growth defined for Scotch.

Leadership Responsibilities

Particular spikes in the Diageo Leadership standard are required around:

  • Create Possibilities .
  • Create Conditions for People to Succeed
  • Consistently Deliver Great Performance
  • Connect to the Diageo Purpose
  • Be Authentic

Purpose of Role

To support the development & implementation of amazing brand strategies that will beat the plan to drive profitable growth of the Scotch category. Owning performance by providing the Commercial Teams with the brand plans and initiatives that will outperform the market. Manage the delivery of F17 plan and planning for Whisky (Scotch).

Top Accountabilities

  1. Beat the competition by developing and executing highly effective brand strategies for the Scotch category (including any secondary brands) based on a deep understanding of the shoppers’ insights to drive profitable growth. Engage Commercial, Supply teams and any agencies and 3rd party partners.
  2. Works with Marketing Manager on the Communication plan for Scotch whisky, leading on all relevant activations.  
  3. Deliver activation programs, adapting global guidelines to meet market needs globally (across countries where Global Travel has presence) and create bespoke solutions when needed.
  4. Work with Innovation team on new opportunities within the category
  5. Work with Sales Execution Managers to ensure flawless execution of Whisky platforms through 12 month program plan and compelling customer propositions.
  6. Oversee the Whisky P&L. Manage performance reporting at key regional meetings. Manage and control the regional A&P budget for whisky category, ensuring M&E rigour to drive the right investment decisions

Qualifications and experience required

  • Graduate calibre or equivalent.
  • 5+ years of experience in marketing ideally gained within FMCG - experience in the Drinks Category/ Luxury Goods experience an advantage.
  • Proven track record in building great brand performance and understanding commercial drivers
  • Strong understanding of gaining & utilising shopper / consumer insights.
  • Ability to generate innovative & creative ideas – thinking outside the box to create transformation.
  • Ability to inspire & engage teams behind ideas to make things happen.
  • Ability to build strong relationships cross functional/ cultural/ regional teams with in a fast moving complex environment.
  • Highly organised self-starter with ability to manage and prioritise multiple projects 
  • Highly passionate about our brands, values & purpose.


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