Marketing Effectiveness Manager at Diageo

About the Role

Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose – Celebrating life, every day, everywhere – has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value. Over the last 6 years, Diageo has invested in developing and launching a cutting-edge Marketing Effectiveness capability known as Marketing Catalyst, awarded by both the IPA in Europe, and ANA in North America in 2018 for its pioneering work on marketing effectiveness. This tool was completely revamped this year making it even more advanced and technologically sophisticated. Along with a robust suite of Effectiveness tools, the goal is to enable every marketer in the business to measure and optimise the performance of every dollar of their marketing budget.

Purpose of the Role

The role exists to create a virtuous culture of Marketing Performance, Measurement & Evaluation in Diageo, to increase the impact of our investment in A&P.

What You Will Be Doing

• This role will be a leading functional specialist within Diageo for driving the marketing effectiveness agenda within the markets/brands they partner with. Part of the responsibility will be to establish an Effectiveness agenda and optimization momentum with global brand teams and/or markets, especially in driving adoption and application of Catalyst and other tools like Sensor. The person in this role would become quite familiar with Catalyst and running scenario optimizations. This role will be accountable for delivery of performance goals from marketing for those markets/brands, as well as building capability across a diverse set of countries, cultures and personalities. In addition, the role holder will be given global accountability for leading specific capability enhancement projects (e.g., expanding the coverage of the A&P we measure, piloting new methodologies). There is also a view to develop a measurement framework that helps markets understand how to harness the tools/analyses that leverage longer term and shorter-term measurement capabilities (including identifying new measurement opportunities to bring into the mix).

Key Responsibilities

• Drive delivery of markets’ marketing performance targets through utilization of Diageo’s marketing effectiveness platform to the marketing budget.
• Drive a deep change in behavior – applying marketing effectiveness principles to every investment decision.
• Embed Catalyst (Diageo’s global A&P planning and optimisation tool) and marketing effectiveness thinking and capabilities into the business and planning cycle.
• Increase the usage of Catalyst at each stage of the planning process, helping influence various interested parties in the business.
• Partnering with our MarTech organization to continuously enhance Catalyst to quickly respond to evolving business needs.
• Develop a well-rounded measurement framework to enable marketing stakeholders to understand which solutions to apply under which circumstances and to have a unified approach to measurement.
• Develop relationships with GBTs and markets and develop a cycle of optimization through GBT and local market teams.
• Work with colleagues to synthesize key learnings and insights into marketing performance and ensure they are fed back to key decision makers effectively, including at a global scale.
• Lead and continually enhance the marketing analytics program that underpins roles capability.

Role Dimensions

• Financial: Direct responsibility for ensuring delivery of the share of the marketing effectiveness profit target associated with the markets/brands being handled by the role-holder. The role holder is also responsible for working effectively with key external partners.
• Business Complexity: This is a complex role requiring advanced problem solving and influencing skills. You will have to work across a variety of stakeholders simultaneously to support implementation of a common solution at scale and lead the associated cultural change.
• Leadership Responsibilities: The success of a leader hinges on their ability to drive action from a large and sophisticated stakeholder group to spend their money differently.

Experience / Skills Required

• 8+ years demonstrated ability in marketing effectiveness or similar analytic fields.
• Able to demonstrate experience directly driving business change across interested parties. This should include experience working directly with business leaders at all levels of seniority.
• Outstanding influencing skills are critical, with a consistent track record of having driven a culture of effectiveness.
• Excellent verbal and written communication skills.
• Confidence to lead sessions, often to a senior audience.
• Self-starter mindset, being comfortable with a rapidly-changing environment.
• Energetic, relentless aim to succeed, TEAM player.
• Used to working with a variety of stakeholders and establishing relationships.