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Customer Marketing Manager - Spirits

3:15:00 PM ,
Diageo Africa Spirits in F12 is a £190m NSV business growing at 15% CAGR that operates in key markets across Africa achieving consistent double-digit spirits growth on JW, Smirnoff & Baileys. The ambition for Diageo is to be the clear no.1 spirits company across Africa, (achieving 50% value market share) by leading from the front and being the architect of a long term sustainable category We will educate, delight and convert consumers across premium and mainstream spirits to celebrate & enjoy drinking spirits in a responsible fashion across all drinking occasions & formats.

Dimensions of the role

A dedicated and focused Spirits Customer Marketing Manager working within the Central Commercial team established in Africa, and the wider Spirits teams to deliver our Spirits Transformation ambitions in Africa.
As a key member of the team the incumbent will work closely with Central Customer Marketing Team for Diageo Africa and their in-market Customer Marketing teams to ensure that our key markets deliver strategic customer initiatives for Spirits as well as create amazing tools/progams to ensure Diageo wins at the moment of choice.
This role will focus on supporting the Customer Marketing Team with the Spirits agenda with key African markets (focus on RSA, Kenya, Nigeria, Cameroon, Ghana, Uganda and Tanzania). Based preferably in Africa, a London based position with considered for the appropriate candidate and will entail significant travel in Africa c. 60%.

Purpose of Role

Working with Customer Marketing teams in market to

  • Build and test QDVP3 guidelines for African spirits

  • Build and evaluate proven growth drivers for spirits in Africa

  • Develop simple easy to execute at scale sales tools/materials

  • Develop category growth strategy relevant for Africa

  • Lead the CM spirits leads in each market to deliver brilliant execution on spirits

  • Work closely with marketing teams to deliver relevant activity that drives growth for spirits

Working with key support functions in Africa to enable the CMO transformation (Finance, Marketing, HR, Comms, IT, etc) and ensure that the markets are fully self sufficient by the end of F13

Top Accountabilities


  1. Develop and deliver customer specific Spirit strategies and commercial plans that explore and exploit opportunities to grow both businesses.

  2. Achieve amazing outcomes together with through activity development and execution.

  3. Achieve great shopping and drinking experiences for our Spirits consumers

  4. Develop best practice for Spirits in Africa.

  5. Priority Category Growth Strategies


Qualifications and experience required

Educated to degree level or equivalent relevant experience
Spirits experience (Customer Marketing and Commercial experience)
Experienced working within Category Management tools and techniques
A champion of brilliant execution –delivering results with rigour and commitment
Track record as a functional expert
Ability to deliver at operational level across multiple businesses
Build and sustain trust with others through real relationships at ALL levels
Consultative approach & ability to build sustainable capability

Customer Marketing Manager - Spirits

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