Senior Manager Consumer Planning, Disruptive Whiskey

Job Description :

Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness!

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!

Diageo has an exciting opportunity for a Senior Manager, Consumer Planning on the Disruptive Whiskies team. This role will help us shape the future of adult drinking experiences in the dynamic, growing North American Whiskey category. Diageo North America is seeking an energetic, experienced and hands-on Consumer Strategy professional who is hungry to partner in defining, creating and implementing the insights and strategies that will define the future of one of Diageo’s most exciting portfolios.

Responsibilities:

DRIVE SUSTAINED BRAND GROWTH AND BUSINESS SUCCESS ACROSS DIAGEO DISRUPTIVE WHISKIES

• Partner in defining, creating and implementing a participation strategy for Diageo Disruptive whiskies that drives sustained penetration growth, sales momentum and increased profitability
• Lead and be accountable for developing, reviewing, evolving and aligning partners to brand plans across category, both as part of annual planning cycle and at other key times of the year
• Lead and be accountable for developing/evolving consumer driven positioning frameworks that are distinctive and ownable to our brands.
• Partner in creating inspiring, best-in-class creative briefs for comms, Media and more, across all Whiskies brands, to drive consumer meaning, distinction and salience as a route to constantly improving Mental Availability and cultural heat
• Partner with head of Disruptive Whiskeys and cross-functional teams to create a growth path to build our brands in culture, in trade and in media
• Liaise with Marketing and Commercial teams to align planning, performance and learning for relentless performance improvements across the portfolio, and to identify and develop interventions if market conditions demand them
   

CONTRIBUTE TO A WORLD-CLASS CONSUMER PLANNING CAPABILITY AND FUNCTION

• Expertly design and develop research and learning agendas to uncover consumer, cultural, category and competitor insight.
• Lead debrief and working sessions with partners to translate these insights into actions and growth opportunities
• Create and co-create inspiring, informational and incisive presentations demonstrating the team’s strategic direction, plans and achievements
• Rigorously analyze strategic landscape and relevant trends in order to identify and prioritize critical research and learning needs

• Champion a test and learn environment that optimizes marketing effectiveness and creative excellence both in the short term and long term
• Drive continuous process improvements and continually evolve ways of working by refreshing and generating new approaches and thinking about planning capability
• Be a contributor in Diageo NA Consumer Planning thought leadership efforts (e.g., speaking engagements, workshops, panel discussions, etc.) to help build departmental reputation
• Enable Diageo NA to stand in the future by leading category projects through major projects in collaboration with planning team and other departments such as, but not limited to, innovation, customer activation and shopper marketing, etc.
• Lead the best available understanding of what will drive the Whiskies category in the short, medium and long-term future

• Interpret and monitor cultural and social trends relevant to spirits and Whiskies categories as well as critical occasions and audience segments

Qualifications:

8+ years working as a Strategy, Planning or Insight Professional, in a leading consumer goods company, a Branding/Comms/Creative Agency, or a consumer research consultancy, or within more than one of these areas.

Skills & Knowledge:

• A powerful strategic problem solver and strategic leader
• Proven track record of using consumer and shopper insights to deliver empirically successful commercial action
• Supremely comfortable with both qualitative and quantitative data sources, their analysis and use as sources of consumer insight
• Analytical rigor, thought discipline and the ability to evaluate the power in multiple different sources of layered data simultaneously
• A healthy chall