Luxury Customer Marketing and Commercial Manager

Job Description :

About Us

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. Strategic Partnership (SG & MY) is a key lighthouse market within Diageo South East Asia (SEA) – one that has seen double-digit Net Sales Value (NSV) growth in the last few years, despite the pandemic. 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. Feel inspired? Then this may be the opportunity for you.

About You

The role will need to work closely with internal & external stakeholders – Regional Luxury team, a Joint-Venture (JV) partner and 3rd Party Distributor. However, its true potential lies in unlocking synergies and scale across Luxury portfolio – to generate profitable and sustainable growth through outstanding execution.

About the Role

Luxury Commercial & Trade Marketing Manager will drive the luxury execution in SP – with Singapore as the focus market and Malaysia. To deliver exponential value business growth, extending our share leadership through strategic priorities in Luxury Scotch, Whisky Recruitment and Gin.

Top Accountabilities:

1. Strategy & Planning

• Accountable for NSV delivery and Market Share for Diageo Luxury brands priority markets (Singapore + Malaysia)

• Coordinate with regional Luxury team to build & own Luxury strategy for priority markets. Influence in-market partners and agencies to develop and execute the right growth strategies for Diageo

• Lead engagement with TLA & in market execution, adapting Regional SEA toolkits where relevant for SP roll-out at scale

• Work with in-market partners to plan and implement full portfolio and regional campaigns

• Builds the Luxury, aspiration for, and purchases of Diageo products by sourcing the right product mix and crafting luxurious drink experiences.

2. Data & Insights

• Applies information from Diageo and the customers to understand sales trends, identifying both the gaps and opportunities leading to brand growth strategies among HNI.

• Data governance and management – integrating and reporting for SP. Ensure partner compliance, in partnership with SP BI Lead

• Partner Marketing in identifying Shopper Insights, trends and opportunity spaces

3. Capability & Training

• Work with in-market and regional teams to ensure an E-commerce capable organization. This includes establishing right agency ecosystem (media performance, design, E-comm service provider, E-comm sellout and category share data) and training

4. Unlock Partner and Regional Synergies

• Leverage both in-market and regional SEA stakeholders to enable the best Luxury execution in SP (this includes identifying the right RTC enablers, leading cross-portfolio RTC negotiations and owning cross-portfolio relationships)

• Own cross-portfolio relationship with identified Trend Leading accounts (this includes identifying right TLAs (JUBP partners) as part of SP Strategy, leading negotiations and being the key point of contact)

• Work closely with Regional Luxury team (SEA) in unlocking synergies for SP Luxury i.e. Luxury toolkits and assets
5. Operate with the highest standards of compliance, controls and governance & risk management

Experience required/Skills/Capabilities/Languages

• Min 5 years of relevant experience either leading execution for Luxury Brands, ideally in Trade marketing function & worked on tapping HNIs

• Experience in the liquor industry is a PLUS, not a MUST

• Proficiency in Mandarin will be value added in this role.

• Shape the future – lead the breakthrough thinking for the organization to unlock the market growth opportunity. Influence senior partners across SP and SEA to follow your Luxury strategy.

• Commercial mindset– You have led customers with P&L accountability, negotiated JUBPs at the senior management level, influenced Commercial counterparts. You have a record of delivering brilliant execution.

• Luxury –You are curious and passionate about this area keeping up with trends, competitor activity & discovering the success platforms of the future. Crafting Luxury experience & implementing it to deliver business is critical.

• Able to build strong networks & relationships, holding tension as required both internally & externally.

• Analytical skills – you can synthesize and analyze data, generating substantial insi