Job Description :
Job Title – Shopper Manager- Off trade
Level – Mid Level Management
Reports To: Head of Customer Marketing
Context/Scope:
Diageo is a global organization with over 28,000 talented people and a presence in 180 countries. We take pride in strong brands, which includes Johnnie Walker, Don Julio, Baileys, Guinness, Smirnoff, and among others. Our legacy is rich with character and exceptional products, and we rely on passionate and driven people to champion these brands and ensure their continued success. Our ambition is to become a $1 Billion Dollar company in turnover by F30. This will be achieved by our commitment to building sustainable brands within arm’s reach, while striving to maintain our position as the world’s leading alcoholic beverage company.
The Off-Trade is a strategic priority to enable KBL’s ambition having grown from 4% to 20% in the last 4 years. The Shopper Manager Off-trade plays a critical role in pivoting the business to becoming the 1# fastest growing Off Trade partner with 80% TBA Market share (90% in Beer and 75% in Spirits) through consumer experiences and pioneering trends that leverage a robust Route to Consumer and Route to Market.
This role focuses on understanding shopper insights, collaborating with retailers, and creating targeted marketing campaigns to drive product visibility, engagement, and sales.
Dimensions:
Financial
KBL F30 ambition is to grow to NSV $1B, Operating Profit $ 378M and Total Beverage Alcohol share at 85%.
Market Complexity
East Africa Breweries Limited (EABL), one of the largest companies in East Africa, has extensive operations in Kenya including Kenya Breweries Limited (KBL) which produces, markets and sells alcoholic and non-alcoholic beverages in Kenya, and East African Maltings Limited (EAML) which sources raw materials for EABL’s business. EABL has subsidiaries in Uganda and Tanzania, as well as export operations in other markets in the region, and is a subsidiary of Diageo plc, the global alcoholic drinks company.
EABL is the largest business unit in Diageo Africa operating two spirits distilleries at Nairobi and Kampala, six breweries at Nairobi, Kisumu, Kampala, Moshi, Dar es Salaam and Mwanza and one malting plant in Nairobi – Industrial area.
Purpose of Role & Leadership Responsibilities
- The Shopper Manager Off Trade supports the channel manager Off trade to execute the overall strategy of the channel. They collaborate closely with internal stakeholders such as Marketing, Brand, Channel Development Managers, and Divisional Commercial Leaders, as well as external partners including BTL/Shopper Marketing agencies and key customers.
- An individual contributor role, reporting to Head of Customer Marketing.
Role Responsibilities
Understand the commercial opportunity.
- Market & Competitor Knowledge: use knowledge of the market and our competitors to shape customer, shopper, and consumer plans to deliver high performance.
- Brand & Category Knowledge: use knowledge and information of Diageo’s and its competitors brands to shape customer, shopper and category plans.
- Customer Understanding: work in close partnership with the sales teams to ensure Joint Business Plans with customers are based on the understanding of their needs, motivations, P&L and growth drivers
- Shopper Understanding & Insights: unlock the drivers of shopper behavior and develop a penetrating shopper insight using the 5i framework and use of shopper insights in the annual planning process.
- Channel Dynamics: prioritize and target activities and resources through our market’s prioritized channels to drive growth.
Excellent Execution
- Category strategy: execute the category strategy and review it regularly to ensure the market is generating customer growth through shopper and consumer behavior change.
- Channel and Customer Activity & Investment Planning: understand the off-trade channel, make decisions on which levers to pull in order to drive growth, develop activity plans using M&E from previous year’s activities in order to deliver an improved ROI.
- Execution standards and develop growth divers: Embed execution standards to the off trade channel and prioritize growth drivers, lead M&E activities that respond to shopper and consumer behavior to ensure continuous improvement of growth drivers.
- Joint Customer Planning: create joint value in our customer plans.
- Customer Proposition: use persuasive selling to deliver a customer proposition.
Manage Performance
- Commercial Acumen: a deep understanding of financial levers and use this to positively impact customer’s P&L and drive positive outcomes.
- Manage execution standards, activity review and promotional execution: review activities, performance of the off-trade channel and manage the activations of all promotions in outlets ensuring they happen On Time In Full.
- Measurement and Evaluations: utilize shopper data, and market research to evaluate campaign performance and identify opportunities for optimization; prepare and share regular progress reports
- Budget Management: Develop and manage the shopper marketing budget, allocating funds to different initiatives based on their strategic importance and potential ROI.
Governance – Risks and Controls
- Embedding the Diageo standards of Excellence as the way of working.
- Ensuring adherence to Code of Business Conduct, global and local standards, policies, applicable manuals and health and safety requirements in the work environment.
- Adherence to Internal process controls, GAR and External Audit requirements.
- Partnership with the Commercial Operations team, to ensure awareness and adherence to all applicable compliance matters, including changes to existing policies/guidelines as well as newly introduced policies/guidelines.
Qualifications and Experience Required:
Qualifications
- A Bachelor of Commerce in Sales/Marketing or business degree or equivalent
Experience and Skill
- Minimum 5-8 years’ experience in a similar role.
- Ability to Influence internal and external stakeholders.
- An ability to inspire agencies to deliver great work and, ideally, experience working with key customers.
Competencies
Leadership Standards
- Win through Execution- Lead bold execution in a fast-moving world.
- Inspire through Purpose- amplify our purpose internally and externally.
- Shape the Future- create focus and ownership for shaping Diageo’s future ambition.
- Invest in Talent- harness the full extent of Diageo’s talent and diversity.
Dial up Behaviors.
- Be externally Curious- Seek deep external insights, anticipate trends and adapt quickly
- Collaborate Efficiently- create an environment where people challenge openly, make decisions with only essential input and share and embrace what works.
- Experiment and Learn- Aim high and disrupt, try innovative solutions, accommodate failure and learning.
- Act Decisively- Choose progress over perfection, prioritize and commit to decisions and deliver for the business.
Functional Competencies
- Understand the commercial opportunity.
- Excellent execution
- Persuasive selling
- Commercial Acumen
- Joint Customer Planning
Commitment to Diversity & Inclusion:
Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is inclusive in nature, as it values everybody irrespective of background, disability, religion, gender or ethnicity.
Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people.
Flexibility is key to success in our business and many of our staff work flexibly in many ways, including flexible location.
At Diageo, we pride ourselves on our fast paced, bold and agile culture.
Feel inspired? Then this may be the opportunity for you. Apply to join us.
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