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Category Manager Whisky - MENA

Global Travel & Middle East (GTME) is a substantial and growing business for Diageo.
Our vision is to be the undisputed leader in Travel Retail and the Middle East and to achieve double digit growth each year. 

The business is operated through the following regions – Western, Central, Key Accounts, Supply, GDBS, Asia Pacific and Middle East/North Africa (MENA). 

MENA is the largest and most complex of these Regions where we run all of Diageo’s interests (Indirect – Direct Channels and Travel Retail), some of which is managed via third party distributors. MENA is a fast changing regulatory, political and commercial environment.

A large part of this ambition will be achieved through building amazing customer relationships, developing a culture of ‘simpler, faster, better’ and providing an unparalleled brand proposition at the point of purchase. 
A large part of this ambition will be achieved through building amazing customer relationships, developing a culture of ‘simpler, faster, better’ and providing an unparalleled brand proposition at the point of purchase. 
This role, based in Beirut, 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 Whiskey.


Dimensions of the role


Financial 
To own the MENA Plan (Volume; NSV; TP )
Accountable for the year Brand targets   (Volume; NSV; TP; Market Share, profitability )
Be jointly responsible for the year A&P Budget and ensure that it is spent effectively with M&E conducted on all major activities and initiatives.
 
Market Complexity 
Manages whisky and Malts brands for MENA region- Domestic and Duty Free.  This region covers 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.

Top accountabilities

  • Beat the competition by developing and executing highly effective category and brand strategies for Whiskey category based on a deep understanding of the region’s consumers’ insights to drive profitable growth. Engage Commercial teams, Brand Managers, TMMs and 3rdparty partners.
  • Be an expert of the categories; including category dynamics, trends, category performance, competition analysis, consumers’ and customers’ in-depth understanding and portfolio management
  • Works with Regional Marketing Manager on the Communication plan for Whiskey, leading on Print, Out of store, PR and BTL activations.  
  • Work with Innovation Manager MENA on new opportunities within the category
  • Work with TMM to ensure flawless execution of Whiskey platforms in the region through 12 month program plan and compelling customer propositions.
  • Responsible for the Whiskey P&L in the region. Manage performance reporting at key regional meetings. Manage and control the regional A&P budget for Whiskey category, ensuring M&E rigour to drive the right investment decisions


Qualifications and experience required

  • Graduate calibre or equivalent.
  • 10+ 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.
  • Ability to inspire & engage teams behind ideas to make things happen.
  • Highly organised self starter with ability to manage and prioritise multiple projects 
  • Highly passionate about our brands, values & purpose.
Category Manager Whisky - MENA