Activation Manager, East

ABOUT DIAGEO

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands.  Join us and you’ll collaborate, explore, and innovate. Challenge and be challenged. Together with passionate people from all over the world, you’ll build brands consumers love.

We value each other and celebrate different perspectives. In our inclusive culture, you’ll have the backing you need to test new ideas and learn from them. Harness your passion and desire to grow as you make your mark. Let’s unlock a brighter, more exciting future together. 

ABOUT THE ROLE

The role is responsible for execution and customization of trade marketing programs in designated regions of the country for Diageo’s Non-Alcoholic Brands (DNAB) portfolio. The role will be directly responsible for working with Trade Manager and the Sr Managers (regional) to customize trade programming for the on and off premise. Role will drive commercial activation in market and will partner with the Performance Management, Sales Execution, Strategic Accounts, On Premise and Distributor Market teams to ensure the market has the right Tools to activate and implement in the right accounts at the right time to WIN at retail.

Key Responsibilities:  

•Understand what activities/growth drivers work and don’t work in your given markets

•Work with Sr Regional Managers and Market Specialist to customize and execute programming across the region.

•Optimally advocate for your market’s needs and opportunities across the region

•Encourage and inform the Diageo and Distributor sales teams in the market on the brand strategies, investments, and resources / activities to deploy

•Compliance – we will always be Diageo Marketing Code, regulatory and legally compliant

•Brand Aware – this role will ensure that brands show up in market and at events in a way that is consistent with the brands purpose, target audience and tone

•Refine the way we think/behave/operate and work to drive local activation

•Plan and effectively implement and manage market activations and A&P budget

Financial

•Budget Management responsibilities that must be focused against the right activation in the right accounts to drive AT SCALE execution

•Management of market Commercial Activation activities – Ensuring investment is in right accounts against right consumer.

•Understands and uses Advanced Analytics data and NEW channel segmentation to ensure Investment focused against the biggest opportunities for Diageo, and activation is focused in the right markets passionate about the right consumers and accounts

•Inform Sr Commercial Manager-Independent on activation needs/success/gaps etc. as part of annual, quarterly and more frequent planning

Leadership Responsibilities and Decision Making:

•Accountable & Responsible for the success of redefining how we plan and activate at retail in your regions. Ensuring that our brands show up consistently across markets and that we focus our investments against the biggest opportunities for Diageo, activate the right brands in the right accounts.

•People Management: No direct reports. Inspire, coach and develop Distributor In-Market Teams. Work & Collaborate with Agency – plan, encourage & coach with local Event Management Team. Lead & inspire distributor teams to gain share of mind with the Diageo portfolio.

•Influential across many different partners – execution teams, performance management team, brand & CP&A teams, agency partners, local brand managers/sales/account teams in a multiple-distributor network.