Senior Brand Manager - Malts, Open to flexibility

London (Greater)
31 Aug 2018
01 Oct 2018
Contract Type

Senior Brand Manager - Malts, Open to flexibility

Job Description


Global Travel (GT), where this role reports, is the 4th largest of Diageo’s 21 markets, with a combined NSV of approximately £460M.  The business has recently restructured to drive greater focus around delivery of our F17 goals.  Our vision is to be the undisputed leader in Travel Retail. Our reputation, both in Diageo and in our markets, will be one for leadership. In particular, we will be:

  • FIRST in innovation, to drive our differentiation;
  • FIRST in luxury, optimizing our strength in the premium category; and
  • FIRST in retail, where we will deliver excellent experiences and customer service

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 organisation. “Winning at the Moment of Choice” as an organisation wide rallying call has galvanised 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.

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

Top Accountabilities

  • 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.
  • Works with Marketing Manager on the Communication plan for Scotch whisky, leading on all relevant activations.  
  • Deliver activation programs, adapting global guidelines to meet market needs globally (across c. 21 countries where Global Travel has presence) and create bespoke solutions when needed.
  • Work with Innovation team on new opportunities within the category
  • Work with Sales Execution Managers to ensure flawless execution of Whisky platforms through 12 month program plan and compelling customer propositions.
  • 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 decision

Qualifications and experience required

  • 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.
  • Demonstrate how you can inspire & engage teams behind ideas to make things happen.
  • 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. Passionate about our brands, values & purpose.

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