WE Shopper Marketing Manager

a) Financial 

Whisky is the biggest spirits category in WE  and the most profitable one. The role of the WE Shopper Marketing Manager will be to: 
 

• Create shopper programmes which contribute to delivering the individual country P&Ls and those of their designated category/brands
• Create programmes which recruit new shoppers into whisky
• Key measurement will be against WE growth targets and the key whisky battleground

b) Market Complexity
 

• The WE Shopper Marketing roles have a broad reach across WE, covering all countries, all channels and all Premium Core and Innovation brands within their designated category
• The individual will work within the parameters of the WE GAME plans as well as act on specific in-country and customer insight to deliver initiatives that can work across multiple countries and multiple channels.
• The individual must be seen as the specialist in the development of brilliant in store/bar programmes and will have the freedom to deliver the best work with the outcome to deliver category growth and Diageo brand growth ahead of the category
• The role will require the individual to be mobile – 20% travel across WE

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Key Accountabilities and Responsibilities

• The WE Shopper Marketing manager is responsible for Premium Core and Innovation in-store/bar programmes across WE for their designated category/brand.
• Responsibility for creating category and brand Shopper Marketing programmes for scaled execution across multiple countries and multiple channels
• Responsibility for the in-store/bar programmes from initial brief through to final toolkit development and customer proposition (as well as supporting execution and final M&E)
• Responsible for ensuring that the programmes are commercially viable and drive category growth (and brand growth ahead of the category)
• Responsible for the in outlet programme creation budget
• The role may also be flexible and require work across other priorities in the wider Category & Shopper team.

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Key stakeholders

• The WE Shopper Marketing Manager will report to WE Head of Shopper Marketing, Baileys & Whisky
• This position is part of the team that provides the bridge between WE Consumer Marketing and the in-country Customer Marketing teams – key internal stakeholders include Marketing & Brand Managers, Innovation Managers and WE Innovation Commercialisation Manager, the Head of WE CP&A, the in-country Customer Marketing Directors and CP&A Channel Heads
• In terms of external stakeholders, the role will be responsible for building strong relationships with our BTL/Shopper Marketing agencies and will work closely with some of WE biggest customers (>£25m NSV) to provide differentiated solutions

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Qualifications and experience required

• A proven track record in either Marketing and/or Sales (Customer Marketing)
  • Strong creative judgement and good commercial understanding (of our customers and their shoppers)
• An individual who understands how to get things done within Diageo and has the ability to influence across a broad network of the organization – there is some 'thinking' involved' but much of this will be about simply 'decide' and 'act'
• An ability to inspire agencies to deliver great work and ideally some experience of working with key customers

WE Shopper Marketing Manager