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Brand Manager White Spirits, Rums and Liqueurs

11:07:00 AM , ,
Global Travel & Middle East (GTME) is a substantial and growing business for Diageo. The business has four Regions – Americas, Asia Pacific, Europe and Middle East/North Africa. MENA is the largest and most complex of the 4 Regions where we run all of Diageo’s interests (On – Trade, Off - Trade and Travel Retail), some of which is managed via third party distributors. The role will cover the portfolio outside of whisky, focusing on the vodka portfolio; Smirnoff, Ciroc and Ketel One, Baileys and Guinness.
This role, based in Dubai, plays an integral role in achieving this through the development of marketing strategy and the implementation of effective marketing programs to drive NSV and operating Profit growth defined for set of White Spirits, Beers and Liqueurs.
Dimensions of the role
a) Financial
To own the MENA Plan (Volume; NSV; TP )
Accountable for the F13 Brand targets & Commitments
b) Market Complexity
Manages brands for Gulf region- Domestic and Duty Free. These markets cover a multitude of channels and routes to consumer and so involves working within a multi cultural, outlet, channel environment. Requires deep understanding of complex motivations of shoppers, consumers and customers in a highly sensitive environment with diverse legislation and processes that need to be adhered to.
Purpose of Role
To develop & implement amazing brand strategies that will beat the plan to drive profitable growth of non-scotch category with a focus on White Spirits, Rum and Liqueur. Owning performance by providing the Customer Teams with the brand plans and initiatives that will out perform the market.
Top 3-5 accountabilities

  1. Beat the competition by developing and executing highly effective brand strategies for the White Spirits, Rums and Liqueurs category based on a deep understanding of the region’s consumers insights to drive profitable growth. Engage Commercial teams and 3rd party partners.

  2. Vodka: Beat the competition with Smirnoff through innovation and Sales Drivers in Travel Retail, and winning visibility and pouring in domestic on trade.

  3. Drive profitable growth on Baileys, creating the conditions for it to become the number 1 choice for women in Travel Retail

  4. Continue growth momentum on Guinness by leveraging global platforms , driving quality serve and providing all tools necessary for distributors to drive performance

  5. Rum and Gin identify proven growth drivers to support value maximise strategy

  6. Champion effective budget management across the marketing team, ensuring we are on track throughout the year

Qualifications and experience required

  • Graduate calibre or equivalent.

  • 4+ years of experience in marketing ideally gained within FMCG - experience in the Drinks Category/ Luxury Goods experience an advantage.

  • Proven track record in building great brand performance and understanding commercial drivers

  • Strong understanding of gaining & utilising consumer insights.

  • Ability to generate innovative & creative ideas – thinking outside the box to create transformation.

Brand Manager White Spirits, Rums and Liqueurs

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