Consumer & Shopper Planning Manager
Diageo
Consumer & Shopper Planning Manager
Salary Not Specified
Diageo, City of Westminster
- Part time
- Temporary
- Onsite working
Posted 4 days ago, 14 Sep | Get your application in now to be included in the first week's applications.
Closing date: Closing date not specified
job Ref: c39e57b2a0f84e1a93d04961ea1ce90d
Full Job Description
- Define and articulate opportunities for portfolio growth across our key nationalities in GT (currently American, British, Chinese, Indian, Korean). By providing deep insight on consumers, category, culture, competitors, channels, consumption occasions and big societal trends. Using all of this to ensure that all plans (category and brand) are rooted in insight and deeply relevant.
- Build sustainable, future-proofed brands with market leading performance, by systemically, diagnosing, evaluating and creating strategies and work/activation which meet consumer, shopper and customer needs ahead of the competition. Role likely to focus on Don Julio tequila, Zacapa rum and Bailey's liqueur, depending on experience and skills of successful candidate.
- Understand the opportunities for innovation - looking at the occasions and motivations where we can innovate, the role for innovation on each of our brands, and ensuring we craft high quality territories and concepts, using consumer knowledge and direct feedback.
- Foster strong, growth-driving relationships in the relevant brand teams, innovation, digital marking, customer (shopper) marketing, category development and the broader planning community, especially in markets aligned with our key nationalities and brands.
- Increase effectiveness of marketing investment through applying learnings from measurement and evaluation. By driving a learning culture based on accessing and applying world class systems, tools and capability, with a real lens on productivity.
Proven track record of delivering and using actionable consumer and shopper insights and ideas to drive brand and commercial growth - Rigorously analyse strategic landscape and relevant trends to identify and prioritize critical research and learning needs.
- Manage specific category and brand research, as well as other ad hoc market intelligence gathering, to best identify and understand complex human motivations and behaviors as they relate to business solutions.
- Supremely comfortable with both qualitative and quantitative data sources, their analysis and use as sources of consumer insight. Ability to use semiotics, behavioural economics, multivariate analysis or other advanced techniques is desirable, if not essential.
- Expertise with the most up-to-date theories of brand growth and decline, and an interest in how this thinking is evolving.
It is highly desirable if the individual has a proven passion for travel itself and a desire to understand different cultures, ways of thinking and geographic nuances.
Global Travel (GT) is one of the most dynamic markets in which Diageo operates with billions of international journeys undertaken every year, from every corner of the Earth. We are a diverse, entrepreneurial and agile business, which focuses on building distinctive, luxury spirit brands, supported by sales from the well-known brands in our scale business. Priority brands for Global Travel include Johnnie Walker, Singleton, Talisker, Don Julio, Zacapa and Baileys.
Our market HQ is in London, but we operate across 20+ different countries and have dozens of different nationalities in our team. Our unique channels comprise 'duty free' sales in travel retail through airport stores, border shops, on-board airplanes, cruises and international ferries. In challenging economic times, we are able to focus on geographies and categories that enjoy the strongest tailwinds.
Five nationalities are responsible for 50% of alcohol sales in travel retail: American, British, Chinese, Indian and Korean and we seek to deepen our understanding of each nationality to create winning marketing and commercial strategies in Global Travel. Understanding the entire customer journey for global travellers is vital, as few of our target audience visit our points of purchase and the yearly frequency of visits is very limited.
Crucial to our business is working in partnership with domestic markets and global brand team, to build brands, build impactful partnerships and share insights. Innovation is also vital to our work, so we can offer highly desired, unique products and experiences to those that travel and reduce direct comparison and cannibalisation. Given the high share of luxury purchases in our channel (over 40% versus 20% for local markets on average), we focus heavily with our portfolio and audience targeting on high net worth individuals.
Planners are bold agents of growth who lead the business with ideas and strategies powered by insight and foresight, to shape the future of social celebration and bring value for consumers, customers and Diageo. Hence the role of the Planner in GT is to help shape our marketing strategy and innovation pipeline by creating and sharing rich consumer insights across the organisation. You will be expected to demonstrate your unique skill at leading the business to make the right strategic and commercially savvy, evidence- based decisions, within the ever-changing context of our consumers' lives. You will go beyond just having functional research expertise, to strongly influencing brand building thinking and how we engage the consumer and shopper at every point of their journey in Global Travel from booking to baggage claim and beyond.
As part of the Diageo planning team, you will have access to one of the world's most respected strategy and insight communities. A wealth of development opportunities will exist to shape your career, through continued learning & development, exceptional training and the support of talented peers. The role reports to the Head of Planning (GT) and is one of two Consumer & Shopper Planning Manager roles in GT.
If you thrive in ambiguity and are looking to challenge yourself in a unique, truly global and incredibly diverse market, read on…, Celebrating our inclusive and diverse culture is core to Diageo's purpose of "celebrating life every day everywhere". This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.
We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.
Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world's very best people.
We're looking for people with creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level!, With over 200 brands sold in more than 180 countries, we're the world's leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers - the brands we're building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world.
Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you'll collaborate with talented people from all corners of the world. Together, you'll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.
With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you'll be empowered to be you. Just bring your ambition, curiosity and ideas, and we'll celebrate your work and help you reach your fullest potential.
DRINKiQ
What's your DRINKiQ? Take our quiz to understand how alcohol is made and explore the effects of drinking. You can discover everything you need to know at DRINKiQ (https://www.drinkiq.com/en-gb/)
Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don't let anything stop you from applying.
Join us and you can also expect a highly competitive and flexible rewards and benefits package.