ARM Brand Manager Reserve and Other IPS at Diageo

Diageo Business Context:

The word Diageo comes from the Latin for day (dia) and the Greek for world (geo). For us, this means that every day, everywhere, people celebrate with our brands.

With over 28,000 talented people and a presence in 180 countries, Diageo is a truly global organisation. Across our 21 markets, our brand portfolio represents our biggest strength, and our biggest passion.  Be it our global giants, local stars or reserve brands we use our vision, creativity and courage to drive the growth of our products worldwide.  We invent strong brands for today and for the future; upholding the quality of our products and taking personal accountability for both the history and for the future of our brands. 

We have more than 6,500 people working with Diageo in Africa: our Africa businesses account for over 20% of Diageo workforce worldwide. In all that we do, we seek to bring out the best of our Diageo values and release the ‘spirit of joy & community’ which is alive across the African continent. In Africa we create wealth both directly through our operations and indirectly through our broader value chains where we support development and growth in partnership with businesses and communities. We source over 60% of agricultural and packaging materials locally, and we work with more than 45,000 local farmers for our agricultural inputs. Thirteen of our production sites in Africa are in water stressed areas; so much of our focus is on managing water use in our operations effectively and reducing water poverty in surrounding communities through our pan-African Water of Life programme. Since its launch in 2006, we have brought safe drinking water to around 10 million people. Where there is less water stress we have implemented our global programme ‘Learning for Life’ which provides life skills and opportunity for individuals from disadvantaged backgrounds to take a first step into formal employment’. Are you ready to join us on our journey to create history in South Africa and beyond?

Market Complexity

Diageo Partner and Emerging Markets is part of a dual listed (London and New York) global organisation operating within a complex local environment. Financial complexity is driven through the reporting, planning and forecasting requirements of our global shareholder along with ensuring compliance with local legislations of countries we operate. In addition, compliance with Sarbanes-Oxley codes of good practice is required due the Diageo listing on the NYSE.

The complexity of our markets, with multiple customer segments and routes to market, drives complexity in understanding the creation of value from Retail Selling Price through the P&L. We consistently work to identify and maximise opportunities across the value chain through pricing and promotional strategy across our customer base. The volatility of the African Partner and Emerging Markets macro-economic environment drives a level of complexity when managing global targets, local input costs and product imports. Cost drivers such as inflation and global vs local exchange rates impact our cost base strongly and need to be managed closely.

PEM is a commercial function without solid back-office support similar to IMC’s, as such, it leverages other Diageo IMC’s for back-office support. The market consist of 27 countries, operating within three different laws (English, Portuguese and French laws). It has three main commercial hubs (Central and Southern Africa, West Africa and Angola) with employees located in many different countries. In most markets the function operates through distributors / 3rd party manufactures / co-packers and 3rd party agents for trade marketing activities.

Leadership and Functional

The role holder must demonstrate the following:

Win through Execution

• Lead bold execution in a fast moving world
• Act like owners of Diageo by holding self and others to account for highest standard
• Scan the environment constantly and adapt plans with pace
• Inject a restlessness to win and unlock capacity to decide and act quickly
• Demand brilliant execution to ensure we always win at the point of purchase

Inspire through Purpose

• Amplify our purpose internally and externally
• Create meaning, pride and belief for others through Diageo’s purpose
• Inspire teams to take entrepreneurial risks; encourage and recognize learning
• Build trust and respect in Diageo through open and honest relationships
• Celebrate frequently the impact of living our purpose

Shape the Future

• Create focus and ownership for shaping Diageo’s future ambition
• Enable others to imagine the future and be brave to act boldly now
• Set context and empower people to experiment and unlock opportunities for growth
• Demand diverse external perspectives and trends that create impetus for Change
• Insist on sufficient data and insights that quickly move us to action

Invest in Talent

• Harness the full extent of Diageo’s talent and diversity
• Take bold bets on talent underpinned by rigorous assessment
• Build and coach diverse teams to unlock performance and growth
• Create an inclusive environment where everyone can be at their best
• Instil agility and resilience in our teams

Functional capabilities

Proactively The BM is responsible for demonstrating these skills:

BUILD PURPOSEFUL WINNING BRANDS.  Expected Level = Essential / Advanced

• Builds purposeful and distinctive brands, identifying strategic growth opportunities and translating them into a competitive Marketing Business Plan (MBP) that drives growth and makes our brands beacons within culture.

USING INSIGHT TO SELL MORE:  Expected Level = Essential

• Uncovers deep, penetrating insights about occasions, purchasing and consumption behaviours, and uses this insight to inspire marketing strategies and plans which ensure we drive purchase through all channels.

FORGING POWERFUL PARTNERSHIPS: Expected Level = Essential

• Leads and inspires and team comprising a broad range of contributors including other functions, agency partners and external experts, individuals and organisations who influence culture.  Combines our skills with theirs to create outstanding content which can drive greater cultural traction for our brands and create value efficiently and effectively.

DRIVING MARKETING PERFORMANCE:  Expected Level = Essential

• Fully understands the way in which Diageo operates in the context of their market and uses this knowledge and data analytics to manage all levers of value creation to ensure profitable brand growth for Diageo and our partners.

DELIVERING INTERGRATED EXECUTION: Expected Level = Essential / Advanced

• Develops holistic and integrated culturally relevant Marketing programmes that reflect brand purpose in a meaningful way for consumers.  Then executes in a timely manner, and with creative flair, through multi-channel media encompassing traditional, experiential and digital communications

Purpose of the role and Top Accountabilities

• Champion the relevant brand amongst internal and external stakeholders and ensure volume, profit and market share delivery.
• Formulate the annual MBP for designated brand(s).
• Lead the execution of the MBP for designated brands(s).
• Translate Global Brand strategy into annal planning outlining all activity by channel. 
• Work effectively with strategic partners to develop activity plans based on a clear understanding (through M&E and A&P effectiveness review) of the impact of both new & existing activities. 
• Input to the development of brand innovation & renovation plans, including line extensions, working with innovation project managers to deliver timeously.
• Monthly submission of brand performance (rationale & commentary of brand volume, brand health, brand share) and key drivers of performance.  Development of brand updates for Exec on request.
• Maintain the highest standards of execution and ensure personal excellence in the execution of brand communication and activation strategies.
• Maintain strong relationships with agency partners, providing written briefs and de-briefs using DWBB format, formulation of accurate work plans & fair PRIP proposals, retainer negotiations and regular performance reviews.
• Provide meaningful input into the S&OP process (volume forecasting & A&P).
• Own the culture of compliance in the Brand team; ensuring full compliance to DMC, DDMC, GAR and CARM requirements. 

Qualifications and Experience Required

 Qualifications

• Relevant tertiary qualifications (Preferably a degree)
• Post graduate qualifications will be added advantage

Key Skills

• University degree in marketing / business / related field
• Experience in other Commercially oriented roles is desirable
• Track record of success in highly demanding organisations
• Proven ability to operate within the context of an extensive business network with accountability for key brand owner contact points
• Experience of operating in complex multi-dimensional consumer and channel landscapes