Manager, Shopper Marketing - Club, Drug & Military

Job Title: Shopper Marketing Manager: Club, Drug & Military

Location: New York

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 dedicated 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 needed 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 function: Marketing

Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future.

Everything we do is underpinned by a deep understanding of our consumers, behaviors, trends, and technologies. Using our genius and creativity, we unlock our brands’ uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we’re celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you’ll be celebrated and supported in our inclusive culture.

About the role:

As a Shopper Marketing Manager, you will be responsible for developing and executing Shopper Marketing strategies and programming that drives brand growth for our Spirits portfolio at key accounts in the Club, Drug and Military channels. The Shopper Marketing Manager position is highly cross functional, and requires collaboration with internal and external teams to create impactful marketing programs that optimizes the shopper experience at retail. 

This role requires a strategic thinker with a deep understanding of shopper behavior, a passion for the spirits industry, and the ability to translate insights into impactful marketing initiatives.

Role Responsibilities:

• Campaign Management: Design, implement, and evaluate shopper marketing campaigns, including in-store promotions, digital activations, and point-of-sale materials.
• Consumer Insights: Use shopper insights and data analytics to identify trends, understand shopper behavior, and inform programming strategies.
• Budget Management: Oversee budget allocation for shopper marketing programs, and ensuring efficient use of resources.
• Creative Development: Collaborate with agencies and vendors to develop compelling marketing materials and content that resonate with target audiences and drive engagement.
• Performance Tracking: Monitor and analyze the effectiveness of shopper marketing programs, providing regular reports and recommendations for optimization.
• Market Trends: Stay updated on industry trends, competitor activities, and emerging technologies to keep our shopper marketing strategies ahead of the curve.

Experience/skills required:

• 5+ years of experience in shopper marketing, trade marketing, or a related field, preferably within the spirits or CPG industry.
• Bachelor’s degree in Marketing, Business, or a related field
• Proven track record of successful shopper marketing campaigns and strategic initiatives.
• Strong analytical skills with the ability to interpret data and generate actionable insights.
• Excellent communication and interpersonal skills, with the ability to build relationships and collaborate effectively with interna