About this role

Diageo

Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.

Shopper Manager - Chrome

Dimensions of the Role:

Financial

The programmes developed by the Shopper Manager contribute to the delivery of KBL's P&L and the performance of their designated categories and brands.
Accountable for the in-outlet programme creation budget.
Measured against KBL growth targets and key battlegrounds related to their designated categories.

Market / Environment Complexity

The Shopper Manager has a broad reach across KBL, covering all channels and brands within their designated category.
The individual will work within the parameters of Marketing Business Plans, while demonstrating country, category, and customer insights to deliver initiatives that can be scaled across multiple countries and channels.
The individual will be regarded as the specialist in developing world-class in-store and on-premise activation programmes, with the freedom to deliver the best work to drive category growth and ensure brand performance ahead of the category.
The role requires mobility, with approximately 30% travel across KBL divisions.

Key Accountabilities and Responsibilities

The Shopper Manager is responsible for in-store and on-premise programmes for their designated category and brand.
Responsible for creating category and brand Shopper Marketing programmes for scaled execution across multiple channels.
Responsible for the end-to-end development of in-store and on-premise programmes, from initial brief through to toolkit development, customer proposition creation, execution support, and post-implementation measurement and evaluation.
Responsible for ensuring programmes are commercially viable and drive category growth, with brand performance exceeding category performance.
Responsible for the in-outlet programme creation budget.

Key Stakeholders

The Shopper Manager reports to the Shopper Marketing Manager.
This role forms part of the team that bridges Brand/Consumer Marketing and Customer Marketing. Key internal stakeholders include Marketing & Brand Managers, Innovation Managers, Innovation Commercialisation Managers, and Channel Development Managers.
Externally, the role is responsible for building strong relationships with BTL and Shopper Marketing agencies and will work closely with some of KBL's largest customers (>£100K NSV) to deliver differentiated solutions.

Experience / Skills Required

Bachelor's degree or equivalent experience in Commerce, Sales, Marketing, Business, or a related field.
Minimum of four years' experience within a commercial environment.
Demonstrated leadership experience, including people leadership and/or leading through influence.
Consistent track record in Marketing and/or Sales (Customer Marketing).
Strong creative judgement and commercial understanding of customers and shoppers.
Multi-channel experience, preferably across Customer Marketing, Trade Marketing, Key Accounts, and Field Sales.

An individual who understands how to get things done within KBL and can influence across a broad network. While critical thinking is important, success in this role also requires the ability to make decisions and act with pace.
Ability to inspire agencies to deliver exceptional work and ideally experience working with key customers.
Ability to influence across different business units.
Strategic capability to see opportunities, develop strategies, and lead successful execution.
Ability to synthesise sophisticated data sets into actionable insights that inform commercial plans and drive business objectives.
Strong personal and interpersonal skills, with the ability to work optimally across cross-functional teams, including Supply, Commercial Leadership, Brand Teams, and Executive stakeholders.
Strong project management skills, with the ability to take ideas from concept through to execution and completion.
Excellent communication and presentation skills, with the ability to translate strategy into clear and actionable execution plans for distributor and field teams.
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Shopper Manager - Chrome