Brand Manager at Diageo

Diageo Business Context:

 

 

Welcome to the Diageo world of exciting possibilities, a world of celebrating life every day, everywhere.

 

Diageo is a truly global organisation with over 28,000 talented people and a presence in 180 countries. 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.

 

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.

 

We are committed to our vision of being ‘the best performing, most trusted and respected consumer goods company in South Africa’.  The newly-created Diageo organisation in South Africa is built on the principles and foundations laid by the giants of the drinks industry.  To be a part of Diageo is to be a part of history – and to have the unrivalled opportunity to make your own mark in history. 
 

Are you ready to join us on our journey to create history in South Africa and beyond?

 

 

 

Role Dimensions

Market Complexity

 

Diageo SA operates in a complex, ever changing and extremely exciting market environment. Diageo SA has emerged as the leading spirits business in South Africa facing competition from long established competitors such as Distell and aggressive emerging players such as Pernod Ricard SA, E Snell and The Really Great Brands Company (RGBC).

 

The liquor market in South Africa operates through multiple customer channels and routes to market. This is in order to effectively service consumers across an extremely diverse range of socio-economic circumstances, cultural affiliations and geographical ranges.

 

Our extensive spirits brand portfolio services consumers across our diverse nation and we must continuously strive to keep up with the fast changing market trends and challenges inherent in that.

 

 

Financial Complexity

 

Diageo SA 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 legislation. In addition, compliance with Sarbanes-Oxley codes of good practice is required due the Diageo listing on the NYSE.

The complexity of the market place, 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 South African 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.

 

 

 

Purpose of Role

 

To drive recruitment and build strong mental and physical availability amongst consumers and shoppers, thereby delivering profitable growth for Diageo and our partners. 

 

The Brand Manager will be accountable for the execution of the brand strategy for the designated brand(s).      

 

 

Top Accountabilities

 

• Champion the relevant brand amongst internal and external stakeholders and ensure volume, profit and market share delivery.

• Long term brand strategy, architecture and positioning development in alignment with portfolio strategy. 

• Development & implementation of brand pricing strategy.

• Formulate the annual GAME plan including Channel plans.

• Lead the execution of the GAME plan including Channel plans.

• Translate brand strategy into 6 Quarter planning: 18 month plan 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 in particular 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).

• Support the portfolio manager in the development and coaching of Assistant Brand Managers.

• Own the culture of compliance in the Brand team; ensuring full compliance to DMC, GAR and CARM requirements.  

Qualifications and Experience Required

 Qualifications

• Appropriate tertiary marketing qualification – degree / diploma

• Suitable Post Graduate Qualification is desirable

Experience

• Minimum 4 years’ experience in marketing and innovation

• 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

Functional expectancy profile

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 in to a competitive GAME plan 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.

Leadership expectancy profile

Win through execution

• Sets and pursues direction and takes a wide view of their accountabilities

• High energy and ambition to achieve successful outcomes and high standards

• Balances analysis and execution and adjusts thinking in the face of new information

• Actively spots opportunities or issues and identifies which are urgent and important

• Generates a range of workable solutions, decides what should be done and takes action

Shape the future

• Sees the big picture and possibility from multiple angles and through a creative lens

• Frames issues in a way that creates clarity and incorporates others' best thinking

• Accurately digests large amounts of information and breaks down complex problems thoroughly

• Challenges themselves and others to take on new or unfamiliar tasks and ways of working

Inspire through purpose

• Finds broader meaning in their work and aspires to make a significant difference

• Reads their environment and understands how culture and context influences people's perspectives

• Is actively aware of the impact they have on others and tunes in to the needs of individuals around them

• Communicates in a compelling, persuasive and impactful way

• Draws on a variety of influencing styles to engage different audiences

Invest in talent

• Displays confidence in their ability to meet challenges and succeed

• Maintains belief and optimism and bounces back quickly from setbacks or failures

• Demonstrates a realistic and thoughtful awareness of their own capabilities

• Proactively seeks feedback and development for growth and takes action