Consumer & Shopper Insights Manager - Whisky & Reserve at Diageo

Job Description :

The role of the Consumer Planning team is to proactively provide a comprehensive, end-to-end view of the opportunities for growth in our market and to articulate from a culture, consumer and shopper point of view how we go about addressing these opportunities. 

• Lead the business to make the right strategic and commercially savvy evidence-based decisions within the ever-changing context of our consumers’ and customers’ lives
• Utilise pioneering quantitative and qualitative data from multiple sources to ‘join the dots’ and provide quality useful insights
• Proactively define and communicate opportunities for growth in the market, categories and brands.  Articulate to the business what it will take to realize these opportunities
• Understand return on investment on specific consumer touchpoints and champion the M&E agenda. 
• Improve Diageo’s chances of incremental users on a corporate level by ensuring minimum cannibalisation within the Diageo portfolio.
• Lead the Market Business Planning process, ensuring that brand teams are crafting the strongest most competitive annual brand plans
• Ensure the business makes the right consumer / shopper led strategic decisions
• Ensure that findings from M&E are implemented increase the productivity of our A&P spend
• Maintain a strong external radar on culture, trends and market dynamics to detect factors that could positively or negatively impact the growth of the business
• Lead the Foresight thinking within the business to ensure brands are set up to win with consumers, shoppers and customers in the long term
• Own the culture of compliance in the CP team; ensuring full compliance to DMC, GAR and CARM requirements.
• Manage external agencies to deliver maximum value against brand, budget and business needs.
• Ensure the use of all available tools by brand teams including Marketing Effectiveness tools to ensure accurate planning

Qualifications

• Appropriate tertiary marketing qualification – degree / diploma
• Suitable Post Graduate qualification is desirable

Experience

• Minimum 5 years’ experience across the Marketing portfolio, including deep Insights / Consumer Insights functional expertise
• Commercial leadership experience is desirable
• Track record of success in highly demanding organisations
• Track record of delivering measurable commercial results through insight generation and delivery of strong competetive plans
• Experienced in directing and managing complex planning & research projects, including demonstrated understanding of what can and can’t be achieved via different techniques and approaches
• Ability not just to interpret research data, but to be able to discover and apply consumer understanding & insights to drive brand growth
• Creative and flexible conceptual problem solver, but capable of critical, objective evaluation – able to blend the art and the science
• Exceptional facilitation skills – able to lead a team through a process to achieve a solution
• Good influencer; able to gain consensus for recommendations

• Proactively defines and communicates opportunities for growth for the market, categories and brands and articulates what it will take to realise these opportunities.
• Synthesizes data and understanding from multiple sources - quantitative and qualitative and joins the dots in a significant, practical way
• Seeks out deep consumer/shopper/category insight and implications that will drive penetration growth
• Ensures findings from measurement  and evaluation are applied to increase efficiency of our A&P spend
• Ruthlessly prioritises and focuses on tasks that add maximum value to Diageo, stops or delegates everything else.
• Effectively influences the business to make the right consumer/shopper led strategic and commercially savvy decisions.
• Fuels the business with consumer/ shopper led provocations and understanding to instigate change
• Externally attentive - to culture, trends & market place dynamics,  to detect the factors that could positively or negatively impact growth

Win through execution

• Act like owners of Diageo by holding self and others accountable for highest standards
• 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.

Shape the future

• Enable  others to envision the future and be brace 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

Inspire through purpose

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

Invest in talent

• Build and coach diverse cross functional teams to unlock performance & growth
• Create an inclusive environment where everyone can be at their best
• Instil agility and resilience in our teams

Ability to

• Grasp complexity of market (multiple channels, languages, cultural differences, norms and practices)
• Influence people across all the levels in the organization
• Balance multiple priorities and work to a series of tight deadlines
• Make timeous decisions and respond quickly to organization change
• Inquisitive and be passionate about the consumer.
• Self-motivated 
• Work effectively with technology