Activation Manager - Breakout Growth Brands - NM, AR, KS

Job Description :

Diageo is a world-class leader in beverage alcohol with an outstanding collection of brands across spirits and beer! Diageo has over 200 outstanding brands – old and new, large and small, global and local, with brands sold in 180 countries at almost every price point, in every category to meet consumer demand. With revenues in excess of £11.8 billion, it is a constituent of the FTSE 100.

Diageo is the leading spirit player in every region of the world, highlighting a broad portfolio of both international and local brands. Diageo owns the top two largest spirit brands in the world, Johnnie Walker and Smirnoff, and 20 of the world’s top 100 spirit brands. Its portfolio includes Crown Royal, Cîroc and Ketel One vodkas, Captain Morgan, Buchanans, Don Julio, Casamigo’s, Tanqueray, Baileys and Guinness!

Role Context

• This role will drive commercial marketing activities, performance enablement and share growth for select Breakout Growth Brands in Independent WEST markets (MN, WI, NV, SD, ND, NM, KS, & AR). This role with also be the Activation Lead for NM, AR & KS. The role will partner with the Performance Management, Activation teams, Sales Execution, Strategic Accounts, On Premise and Distributor Trade Development teams to ensure the market has the right mechanics focused on the right outlets/geographies to activate perfectly and WIN at retail, at events and in culture with our consumers.

Financial Accountabilities:

• Budget Management responsibilities focused on maintaining planning and spending vs the agreed plan by brand by market. Adjusting and communicating actual vs plan with colleagues in market and to finance team in Budapest.
• Planning appropriate brand, activity, and channel investment splits - ensuring investment & supporting resources are in the right accounts against the right consumers supporting brand platforms, comms and commercial priorities.
• Understands and uses Advanced Analytics data and targeted channel segmentation to ensure Investment is focused against the biggest opportunities for these Breakout Growth Brands
• Regularly brief Activation Director on activation needs/success/gaps etc. as part of annual, quarterly and more frequent planning cycles.
   

Leadership Accountabilities:

• Entrepreneurial self-starter who can easily shift between strategy and execution who is energized by creating growth.
• Commercially savvy to drive action with key partners including distributor partners and customers
• Lead and hold accountability for the success of defining, collaborating, planning, communicating, and enabling the activation of our Brands. Ensuring that our Breakout Growth Brands consistently deliver in target markets, channels and customers
• People Management: No direct reports but there is requirement to advise, mentor, influence and develop key agency personnel, distributor partners and local sales colleagues.
• Project Management Skills will be important as the role requires you to navigate complexity and ambiguity to provide clarity and simplification. 
• Decision Marking: Comfortable making quick decisions and handling contention, when it arises, visibly and in a collaborative fashion.
• Highly effective and efficient communicator – knowing what to communicate to whom and when. Ensuring your communication cadence fits into the broader portfolio communication systems and timing.
• Measurement & Evaluation will be important to help advise what’s working and what’s not. Taking corrective actions at pace – armed with good M&E

Complexity of the Role:

• Understand what activities/growth drivers work and don’t work in your market by brand/by stage of growth – implement brand incubation and acceleration tactics.
• Effectively advocate for your market’s needs and opportunities with central teams in NYC office and across the region
• Encourage and advise the Diageo and Distributor sales teams in the market on the brand strategies, investments, and resources / activities to deploy – supporting AOP delivery at the brand level.
• 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 brand's purpose, target audience and tone.
   

Key Outputs & Results:

• Accountable & Responsible for the activation and refinement of the emerging/validate/pilot brand strategies – testing, learning, and accelerating what works
• Define the way we believe/behave/operate and work to drive local activation – in Off/On/Non- Premise Channels
• Plan, implement and lead the A&P budgets for the breakout growth brands
• Responsible for communication of all Center of Excellence pla