Shopper Marketing Manager at Diageo

About the function:

• Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future. Diageo brand teams are the custodians of our brands and work to ensure the future growth and success of each brand. As a member of this team you will be the guardian of our brands within this category and work to shape their future.

The Shopper Marketing role on GINS

• Gordon’s, Tanqueray and Chase Gins are within the Diageo GB portfolio and require shopper marketing support to varying degrees. Gordon’s is the #1 Gin brand in GB with 37% market share and #4 Spirits brand in terms of Brand Equity metrics. Gordon’s is on a mission to redefine itself and evolve into the growing category of Spritz. The brand has already launched Spritz Edition into Grocery stores and is preparing to launch Gordon’s Ready to Serve Spritz in the early Summer.
• Gordon’s has a significant flavour portfolio led by Gordon’s Pink. In recent months the Lemon Sicilian flavour has been improved and renamed Lemon Meringue, with Morello Cherry and Mediterranean Orange variants completing the flavour range. It’s 00 variant continues to outperform Total Gordon’s in terms of share gains as the moderation trends continues to grow. In the lead up to Christmas, Gordon’s also launched Shimmer Berry, a limited edition variant with festive cues.
• With a significant P&L within the GB business and significant ambition to lead the way for Diageo in Spritz innovations, this gives an exciting challenge for a commercial marketeer, to connect with Customer Marketing and Revenue Growth Management teams and evolve the Gordon’s brand in terms of how the brand shows up at the point of purchase and consumption.
• Tanqueray is the #1 Premium Gin and is currently outperforming the Gins market in GB with respect to market share growth. It is a brand embedded in Culture and the recent partnership with Sarah Jessica Parker will continue to strengthen this. In the On Trade Tanqueray and in particular Tanqueray 10 have long held esteem with bartenders and how we work with the DLC teams to continue this legacy is important to the brand. The Shopper Marketing manager will work with both Customer Marketing, Revenue Growth Management and the DLC to champion Tanqueray and its importance to the GB portfolio, especially in the context of current business performance.
• Bought in 2021 by Diageo, Chase is a portfolio of Gin and Vodka variants that are distributed in the On Trade. Inspired by the wilds of the British countryside, previous marketing campaigns have featured Tini Tempah with an RHS partnership and Tom Massey support.
• The Shopper Marketing role on Alcohol FREE
• 23 million GB Adults are attempting to moderate their consumption of Alcohol ​(+1.2M vs. 2024)​. This behaviour is the force behind Alcohol Free Spirits and RTDs (Ready To Drink), which have enjoyed a number of years of double-digit growth.  Diageo has created the umbrella campaign platform of ‘House of 0.0%’ and evolved its plans to be ruthlessly focused on social occasions.  The Shopper Marketing Manager will own the optimisation of the House of 0.0% Shopper strategy and influence customer plans and execution.

Top Accountabilities

• You will drive and project manage Shopper programmes across the Gins and Alcohol Free portfolio including upcoming innovation launches. There will also be requirement to flex across the Wider Spirits portfolio in Shopper marketing when the need arises
• Ensure all the brands have the tools and programmes necessary to deliver our commercial plan. Working with the wider team and agencies to bring consumer and shopper-facing touchpoints together to deliver the most powerful plan possible.
• Champion Gordon's and Tanqueray with On Trade teams by engaging relevant stakeholders and championing both a Core Spirits and Spritz agenda.
• Work with Customer Marketing to ensure that toolkits are fit for purpose and delivered at the scale needed to unlock execution goals. Working with them to understand the impact of the work and where it needs to be evolved in the future. This will be particularly relevant for Gordons RTS Spritz as this rolls out to the Grocery channel, Off Trade.
• Produce bespoke programmes for our strategic customers and retailers, working closely with our commercial teams so the work delivers against the specific customer need. This is a growing area of the business especially in the Off Trade where retailer led, data driven shopper marketing plans are increasingly important
• Act as the voice of the customer within MBP so that we deliver solutions to build our brands at the point of purchase.
• Lead and own deployment of brands’ strategic initiatives into clear action plans in trade with customer marketing teams.

Leadership:

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
• Ruthlessly prioritises to be able to land projects with most importance.

Shape the Future

• Sets a stretching vision for the future, and engaged and enroles people in this vision and context
• 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

Ideal experiences / Qualifications / capabilities

• 6+ years of relevant marketing or commercial experience preferably on lifestyle consumer brands
• Existing capability to build genuine relationships built on mutual trust & respect
• A track record of managing and driving performance and excellence in execution across touchpoints
• Solution orientated solving challenges to ensure we achieve our goals.
• Strong evidence of creative flair, strong cultural radar and implementing entrepenaurial solutions.
• High levels of Experience managing agency relationships