Shopper Marketing Manager, Convenience and Drug

Job Title: Shopper Marketing Manager, Convenience and Drug

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 drive the development and execution Shopper Marketing strategies and programming that drives brand growth for our Spirits portfolio at key accounts in the Convenience and Drug channels. The 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: Lead the design, execution, and evaluation of shopper marketing campaigns—including in-store promotions, digital activations, and point-of-sale materials—that captivate consumers, drive shopper conversion, and energize retail partners. Campaigns should be insight-driven, brand-aligned, and tailored to spark excitement across the retail landscape.
• 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.
• Partnership Creation: Proven ability to create strong cross category partnerships with a portfolio of brands
• Ideation Leadership: Track record of bringing large scale creative ideas to life across multiple touch points of the consumer journey.
• 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:

• Industry Expertise: 5+ years in shopper or trade marketing, ideally within spirits or CPG; Bachelor’s degree in Marketing, Business, or related field.
• Strategic & Commercial Acumen: Proven success in leading shopper marketing campaigns, driving Key Performance