Senior Brand Manager - Luxury Malts

Job Description :

Job Title: 

Senior Brand Manager - Luxury Malts

Role profile: 

Permanent  

Level: 

5A 

Reports To: 

Category Marketing Director 

Location: 

Madrid, Spain  

DIAGEO CONTEXT 

Diageo was created in 1997 but its business is built on the principles and foundations laid years before by giants of the industry – Arthur Guinness, John Walker, Elizabeth Cumming and many more. Today, Diageo is an extraordinary leader in beverage alcohol, producing an outstanding collection of over 200 brands aleading thethe top two largest spirit brands in the world, Johnnie Walker and Smirnoff and 20 of the world’s top 100 spirit brands. Its portfolio also includes Crown Royal, J&B, Buchanan’s and Windsor Whiskies, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. 

Diageo has built a strong platform for growth – through investment in its own brands, and by acquisition to broaden the geographical footprint and category depth and range. The company’s strong local business units are well-positioned to win in increasingly competitive and fast-paced environments. Diageo’s portfolio is well-diversified across price-tiers, enabling it to participate where consumer opportunity is greatest, and to gather shifts in consumer preference. 

Diageo's culture is built and maintained by the five values that underpin its business and guide how Diageo works. At Diageo, employees are passionate about its customers and consumers and want to be the best. They give each other the freedom to succeed and value each other. Employees work hard so they can be proud of what they do and how they do it. While Diageo moves at pace, constantly evolving and improving, its values remain consistent. Diageo wants that employees live these values every day, everywhere so that Diageo can be proud of what they do and be the best that they can be. 

More about Diageo is available at its web site: https://www.diageo.com/  

ROLE DIMENSIONS 

Diageo brand teams are the custodians of our brands and work to ensure the future growth and success of said brand. As a member of this team you will be the guardian of our the brands within this category and work to shape their future. 

To reflect our desire to be agile and also ensure our talent can be developed across the most important projects, this role sits within the Luxury category team and is responsible for the Malt Whiskies portfolio in France with the ambition to accelerate the performance within the premium whisky category. 

You will drive and project lead the creation of  brand strategy and brand plans based on consumer, customer and shopper insights, build brand equity and help drive; 

• Recruitment/Re-recruitment – both from a customer and consumer perspective  

• Scale – in all commercial elements of the brands, building strong relationships with the commercial teams on the ground to deliver above and beyond the AOP 

• Fame – making these brands the most talked about across the market. You will work with the Global Brand Teams, multiple agencies, cross-functional teams and partners to deliver on our salience and brand love objectives 

• Physical Availability - the ability to see, find and trigger associated memories in a buying context, all resulting in success at the point of purchase 

TOP ACCOUNTABILITIES 

Functional: 

• Drive and project lead the creation of long-term brand strategy and brand plans based on consumer, customer, and shopper insight 

• Lead cross-agency teams and foster new partnerships in developing the brand’s communication approach and execution in an omnichannel environment (on, off & 3rd space) 

• Find, own and build the role the brand plays in culture, working collaboratively with members of the Culture & Entertainment function 

• Shape the brand to thrive in a digital environment, develop long term digital strategy & social media plans 

• Lead the shadow P&L for the brands across the market.  Understand and respond to the drivers of your brand performance, working in partnership with the commercial teams to deliver the annual operating plan 

• Understand and lead pricing & promo strategy, margin mix and volume drivers 

• Translates strategies into admirably implemented plans that consistently beat the competition and gain share 

Leadership: