Diageo is a global organization with over 28,000 talented people and a presence in 180 countries. We take pride in strong brands, which includes Johnnie Walker, Don Julio, Baileys, Guinness, Smirnoff, and among others. Our legacy is rich with character and exceptional products, and we rely on passionate and driven people to champion these brands and ensure their continued success. Our ambition is to become a $1 Billion Dollar company in turnover by F30. This will be achieved by our commitment to building sustainable brands within arm’s reach, while striving to maintain our position as the world’s leading alcoholic beverage company.
Job Title: Shopper Manager Off Trade Jobs at Diageo
The Off-Trade is a strategic priority to enable KBL’s ambition having grown from 4% to 20% in the last 4 years. The Shopper Manager Off-trade plays a critical role in pivoting the business to becoming the 1# fastest growing Off Trade partner with 80% TBA Market share (90% in Beer and 75% in Spirits) through consumer experiences and pioneering trends that leverage a robust Route to Consumer and Route to Market.
This role focuses on understanding shopper insights, collaborating with retailers, and creating targeted marketing campaigns to drive product visibility, engagement, and sales.
East Africa Breweries Limited (EABL), one of the largest companies in East Africa, has extensive operations in Kenya including Kenya Breweries Limited (KBL) which produces, markets and sells alcoholic and non-alcoholic beverages in Kenya, and East African Maltings Limited (EAML) which sources raw materials for EABL’s business. EABL has subsidiaries in Uganda and Tanzania, as well as export operations in other markets in the region, and is a subsidiary of Diageo plc, the global alcoholic drinks company.
EABL is the largest business unit in Diageo Africa operating two spirits distilleries at Nairobi and Kampala, six breweries at Nairobi, Kisumu, Kampala, Moshi, Dar es Salaam and Mwanza and one malting plant in Nairobi – Industrial area.
Purpose of Role & Leadership Responsibilities
- The Shopper Manager Off Trade supports the channel manager Off trade to execute the overall strategy of the channel. They collaborate closely with internal stakeholders such as Marketing, Brand, Channel Development Managers, and Divisional Commercial Leaders, as well as external partners including BTL/Shopper Marketing agencies and key customers.
- An individual contributor role, reporting to Head of Customer Marketing.
Role Responsibilities
- Market & Competitor Knowledge: use knowledge of the market and our competitors to shape customer, shopper, and consumer plans to deliver high performance.
- Brand & Category Knowledge: use knowledge and information of Diageo’s and its competitors brands to shape customer, shopper and category plans.
- Customer Understanding: work in close partnership with the sales teams to ensure Joint Business Plans with customers are based on the understanding of their needs, motivations, P&L and growth drivers
- Shopper Understanding & Insights: unlock the drivers of shopper behavior and develop a penetrating shopper insight using the 5i framework and use of shopper insights in the annual planning process.
- Channel Dynamics: prioritize and target activities and resources through our market’s prioritized channels to drive growth.
Manage Performance
- Commercial Acumen: a deep understanding of financial levers and use this to positively impact customer’s P&L and drive positive outcomes.
- Manage execution standards, activity review and promotional execution: review activities, performance of the off-trade channel and manage the activations of all promotions in outlets ensuring they happen On Time In Full.
- Measurement and Evaluations: utilize shopper data, and market research to evaluate campaign performance and identify opportunities for optimization; prepare and share regular progress reports
- Budget Management: Develop and manage the shopper marketing budget, allocating funds to different initiatives based on their strategic importance and potential ROI.
Governance – Risks and Controls
- Embedding the Diageo standards of Excellence as the way of working.
- Ensuring adherence to Code of Business Conduct, global and local standards, policies, applicable manuals and health and safety requirements in the work environment.
- Adherence to Internal process controls, GAR and External Audit requirements.
- Partnership with the Commercial Operations team, to ensure awareness and adherence to all applicable compliance matters, including changes to existing policies/guidelines as well as newly introduced policies/guidelines.
Qualifications
- A Bachelor of Commerce in Sales/Marketing or business degree or equivalent
Experience and Skill
- Minimum 5-8 years’ experience in a similar role.
- Ability to Influence internal and external stakeholders.
- An ability to inspire agencies to deliver great work and, ideally, experience working with key customers.
Competencies
- Win through Execution- Lead bold execution in a fast-moving world.
- Inspire through Purpose- amplify our purpose internally and externally.
- Shape the Future- create focus and ownership for shaping Diageo’s future ambition.
- Invest in Talent- harness the full extent of Diageo’s talent and diversity.
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