Scotch Assistant Brand Manager CCA

Job Description :

Name of the position: Scotch Assistant Brand Manager CCA

Location:  Panama City, Panama

Type of contract: Permanent

About us:

Diageo is the world’s leading premium drinks company with an outstanding diverse 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.

Purpose:

• This role is executing how will Premium Scotch lead Spirits Premiumization for VCA & VCC.

• Executing the full marketing mix and growth drivers for P. Scotch in VCA/VCC in close co-ordination with the Premium Scotch Portfolio Manager CCA & the  Head of Spirits Premiumization and lead markets, as well as commercial, customer marketing & finance leads thereby delivering amazing results.

• Delivering Annual Market Share while driving increases in Key Brand Equity Metrics as well a proven premiumization metrics.

• Accelerate P.Scotch brands in the Caribbean by maximizing focus & key understanding of the market context, challenges & opps.

• Creating and Executing best-in-class in-market brand plans that outperform our competitors not by strength of investment alone, but by flair of programs and brilliance in execution with a strong agility, risk managing & learning mindset.

• Ensuring we gain brand and product relevance with consumers, with a deep understanding of territory, occasion & cultural relevance with consumers.

• Ensuring pricing strategies on all brands are competitive and value maximizing in close collaboration with (NRM) Growth Team.

Market Context:

• The Caribbean and Central America (CCA) is a versatile business unit. The domestic markets represent aprox 70% of this NSV and FTZB 30%. It is the most profitable market in LAC both in terms of absolute operating profit and margin. 90% of our NSV is USD invoiced.

• CCA is a very dynamic market with many opportunities. Our geographical footprint covers 37 countries, where different languages are spoken and we have a population of 80m, 52m of whom are LDA+. Our model is a distributor based RTC with 57 partners. We also operate with six distributor Free Trade Zones and with two operators in the border between Mexico and the US. We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology center and principal warehousing operations.

• The Scotch category accounts for 70% of Total NSV, predominantly playing in the Premium and Super Premium segments; Diageo share of market in Scotch varies from 45% to 75% across the region – making us the number one player.

About the role:

Decision Making: 

• Inputs into the Brand Plans (MBPs) after incorporating input and feedback from Manager, Head, Director and GBT.
• Inputs into brand toolkits and coordinates with Channel Managers.
• Inputs into the BTL tools and materials proposed by CMO from the BTL activities.
• Briefs and lead the Connection Plan strategies for relevant Premium Scotch brands in the region, inputs in proposed plan by the Media and digital manager.
• Inputs into the Cultural Plans proposed by the Culture Manager.
• Recommends and follow ups on brand performance interventions.
• Works with his/her line manager on Accountability behind Old Parr, JW Black & Buchanan’s

Financial Responsibility:

• Brand Equity / Shares / Volume / Profit achievement

• Leads the delivery the right A&P and investment behind the Brand/Market and ROI KPIS

• M&E of key activities and resulting investment decisions

Leadership Responsibility: 

• No direct reports, but people management is critical: this position needs to work along and influence Commercial, CMO, Marketing, and finance both internally and with Distributors/Partners teams

• Great relationship builder with different stakeholders internally and externally

• Demonstrate strategic thinking, leadership and ability to manage businesses for long-term viability. 

• Think in the future, anticipate trends and opportunities, while generate ideas and move them into action

• Ability to orchestrate remote work teams (internal and external stakeholders)

Key Outputs/Deliverables ): 

• Supports 5 year Strategic Plan definition identifying sources of medium term growth and resources needed. Including innovation strategy for the brand.

• Drives the MBP’s Process to establish strong brand/category and bus