Shopper Marketing Manager - Global Travel at Diageo

Key Outcomes

This role is critical in accomplishing impactful shopper marketing strategies for our portfolio of premium brands. It involves working closely with Brands, Consumer & Shopper planning Category development, customer marketing and sales to drive shopper engagement and conversion at the point of purchase. You will ensure they have all the insights; growth drivers and tools they need to deliver stellar execution of our commercial plan to shift consumer and shopper behaviour to achieve Diageo’s financial and market share ambition. You can demonstrate your strategic competence in a multifaceted environment. If you are looking for a global shopper-centric role with significant business impact, this one is for you!

Key Deliverables

The Shopper Marketing Manager will intervene on strategic projects at portfolio level:

• Seasonal Platforms: to develop portfolio-based activations targeting key shopper opportunities and seasonal peaks (e.g. “The Ultimate Christmas Gifts”, “Summer Holiday Cocktails”) to create an unmissable physical and digital presence.
• Innovation & Formats: To lead the execution of our format strategy by targeting new shoppers looking for an affordable gift or self-treat, as well as catering better to the ‘stock-up’ mission via multiple packs to enable carrying and price differentiation. To work closely with GT innovation by developing optimised tools for cross-portfolio innovation platforms including small formats and ready-to-drinks.
• Innovation & Formats: To lead the execution of our format strategy by targeting new shoppers looking for an affordable gift or self-treat, as well as catering better to the ‘stock-up’ mission via multiple packs to enable carrying and price differentiation. To work closely with GT innovation by developing optimised tools for cross-portfolio innovation platforms including small formats and ready-to-drinks.

Functional Responsibilities:

• Apply powerful shopper insights: partner with Consumer Planning and Category Development to optimize strategy and shopper tools for global travel specific context and adapt to regional nuances and retailer-specific requirements.
• Activation Excellence: work closely with customer marketing to implement shopper marketing initiatives in-store, in outlets and online, ensuring timely delivery of campaigns that align with brand strategy and retailer needs.
• Performance Monitoring: Measure the efficiency of campaigns using important metrics (e.g., sales uplift, shopper engagement), and provide actionable insights for continuous improvement.
• Budget Management: Ensure efficient use of shopper marketing budgets, delivering cost-effective campaigns that drive impact.

Experience Required

• The ideal candidate should have extensive shopper marketing experience demonstrating impactful delivery across shopper marketing/consumer marketing roles.
• Commercial astuteness bringing a “GM attitude” is essential along with evidence of using insights creatively strategizing effectively balancing multiple projects comfortably thriving amidst ambiguity fostering strong relationships internally/externally both remotely/in-person.