Senior Brand Manager, Open to flexible working

London (Central), London (Greater)
22 Nov 2021
22 Dec 2021

Fixed term contract 9-10 months

Reports to: Marketing Director

Role Dimensions

Do you want to be part of the team that leads one of the most loved brands worldwide? Well, then welcome to the delicious world of Baileys.

Part of Diageo’s Global Giants, Baileys is a super-brand in GB being the strongest spirits brand in the market. In the last 5 years we’ve taken on the new global positioning moving Baileys from competing as a drink over ice in Liqueurs to a real adult treat and as a result, the brand has seen stellar performance year after year. There is still a lot to go after and the focus is exploring how we can grow to be an all year round adult treat, exploding outside our heartland of Christmas with new communication, innovation, and formats.

You will build, lead and execute brand plans based on consumer, customer and shopper insights that will help driving:

  • Recruitment/Re-recruitment – both from a customer and consumer perspective
  • Scale – in all commercial elements of the brands, building strong relationships with the commercial teams on the ground to deliver above and beyond the AOP
  • Fame – making Baileys the most talked about brand across the market. You will work with the Global Brand Teams, multiple agencies, cross-functional teams and partners to deliver on our salience and brand love objectives
  • Physical Availability - the ability to see, find and trigger associated memories in a buying context, all resulting in success at the point of purchase
  • Work closely with Innovation to deliver the next growth waves of growth

Exciting new campaigns, incredible pipeline, opportunity for growth and a fun team is what this role is about. We are also seriously committed to diversity & inclusion and expect you to be committed to. Does it sound like a great fit? Come and talk to us!

Top Accountabilities

  • Support the Head of Baileys in the development and implementation of the brand strategy.
  • Lead key innovation projects from ideation to implementation
  • Build, lead and execute 360 communications plan in an omnichannel environment (on, off & 3rd space)
  • Build the role the brand plays in culture, working collaboratively with members of the Culture & Entertainment function
  • Lead cross-agency teams and foster new partnerships
  • Shape the brand to thrive in a digital environment, develop long term digital strategy & social media plans
  • Own the shadow P&L for the brands across the market.  Understand and respond to the drivers of your brand performance, working in partnership with the commercial teams to deliver the annual operating plan
  • Understand and manage pricing & promo strategy, margin mix and volume drivers
  • Translates strategies into brilliantly executed plans that consistently beat the competition and gain share
  • Guide ABM day to day activities and support on his/her development

Ideal experiences / Qualifications / capabilities

  • Relevant marketing experience
  • Track record of delivering transformational business results
  • Existing capability to build genuine relationships built on mutual trust & respect
  • Successful management of senior stakeholders, resulting in strong and positive outcomes
  • Holistic skill set across various marketing growth drivers
  • Comfort with dealing with ambiguity, complexity and working within a fast-paced, entrepreneurial and matrixed environment
  • A history of working across media, digital, experiential, PR, culture
  • Demonstrated brilliant execution to high standards across various pillars of brand building
  • Deep personal accountability for great performance
  • Strong commercial and numerical acumen with attention to detail
  • Incredible team player
  • Experience working with Global teams

Diageo Leadership Standards expectations:

Win through Execution

  • Sets and pursues direction without guidance and takes a wide view of their accountabilities
  • High energy and ambition to achieve successful outcomes and high standards
  • Balances analysis and execution and adjusts thinking in the face of new information
  • Actively spots opportunities or issues and identifies which are urgent and important
  • Generates a range of workable solutions, decides what should be done and takes action

Shape the Future

  • Sees the big picture and possibility from multiple angles and through a creative lens
  • Frames issues in a way that creates clarity and incorporates others' best thinking
  • Accurately digests large amounts of information and breaks down complex problems thoroughly
  • Challenges themselves and others to take on new or unfamiliar tasks and ways of working

Inspire through Purpose

  • Finds broader meaning in their work and aspires to make a significant difference
  • Reads their environment and understands how culture and context influences people's perspectives
  • Is actively aware of the impact they have on others and tunes in to the needs of individuals around them
  • Communicates in a compelling, persuasive and impactful way
  • Draws on a variety of influencing styles to engage different audiences

Invest in Talent

  • Displays confidence in their ability to meet challenges and succeed
  • Maintains belief and optimism and bounces back quickly from setbacks or failures
  • Demonstrates a realistic and thoughtful awareness of their own capabilities
  • Proactively seeks feedback and development for growth and takes action


Similar jobs

Similar jobs