Director, Commercial Planning and Activation, Johnnie Walker, Buchanan's, Single Malts Sales
Purpose:
The Director of the Commercial Planning & Activation, Johnnie Walker, Buchanan’s and Single Malts creates a competitive advantage via guiding strategic deployment of brands across On & Off -Premise Channels and category brand portfolio. This role is the commercial business partner for the Scotch leadership teams and owns and drives the BTL commercial agenda for the category and respective brands. He/she provides the commercial expertise and support to develop & ensure programs are commercially sound, grounded in shopper knowledge and insights and deliver market share growth.
Decision Making:
The commercial planning & activation role is the key arbiter of where and how and at what investment level our brands get presented to consumer and shoppers to create value and consequently, brand conversion and loyalty.
Management Responsibility:
- Develops and leads the commercial agenda for the JW, Buchanan’s and Single Malt brands (both long term & short term)
- Oversees all commercial aspects of individual sub-brands within category;
- Works with consumer, customer marketing team and drives activation with Division Marketing and Distributor Trade Development field organization;
- Ensures all commercial timelines for production and creative are achieved;
- Provides critical input and support to Commercial Leadership team, brand teams and VP Commercial Planning & Activation/Division Marketing regarding trade and commercial performance;
Complexity of Role:
The role needs to manage a large number of key stakeholders across marketing and sales functions in an environment of transformational change for the category and the commercial side of the business.
Key Outputs/Deliverables:
-Develops and executes trade category strategy and plans for Johnnie Walker, Buchanan’s, Single Malts and each of the sub-brands
-Identify key motivators (growth drivers) of category consumption and purchasing behavior and related barriers for the category;
-Assess the size of the prize (business objective & shopper goal) of each driver and plans how to exploit those opportunities through brand activation;
-Determines channel/customer priorities and implications to execute growth drivers and drive conversion for the category and brand;
-Works with marketing on brand activation planning at GAME and execution of shopper marketing initiatives;
-Develops and executes programs and activities for the category and respective brands to drive conversion;
-Creates creative brief and collaborates with brand team to brief agency;
-Delivers national activation plan for brands, that sets and communicates priorities to the field;
-Writes program briefs containing details of each priority program;
-Monitors plan against target, market shares, volume planning and gap closing activities for brands & category;
-Provide BLT brand budget analysis and recommendations to brand team, Monitors commercial A&P, program effectiveness (ROI);
-Sets channel specific brand execution standards (QDVP3) with marketing for in-store/in-outlet execution;
-Monitors the execution of brand activity plans and promotional plan;
-Supports Innovation program creation and sell in of innovation (customer presentations, materials, samples,etc);
Experience:
8+ years of experience CPG environment, track record of success in: strategy development, shopper/consumer insight development, brand activation, joint customer business planning, crafting of commercial strategic and tactical plans combining economic, channel, shopper, and trade goals; creating possibilities, strategic influencing and change management, building alignment and constantly delivering great performance. Strong previous experience in key leadership roles with customers and both On/Off premise channels, shopper marketing, customer marketing curriculum is a must.
Director, Commercial Planning and Activation, Johnnie Walker, Buchanan's, Single Malts Sales
The Director of the Commercial Planning & Activation, Johnnie Walker, Buchanan’s and Single Malts creates a competitive advantage via guiding strategic deployment of brands across On & Off -Premise Channels and category brand portfolio. This role is the commercial business partner for the Scotch leadership teams and owns and drives the BTL commercial agenda for the category and respective brands. He/she provides the commercial expertise and support to develop & ensure programs are commercially sound, grounded in shopper knowledge and insights and deliver market share growth.
Decision Making:
The commercial planning & activation role is the key arbiter of where and how and at what investment level our brands get presented to consumer and shoppers to create value and consequently, brand conversion and loyalty.
Management Responsibility:
- Develops and leads the commercial agenda for the JW, Buchanan’s and Single Malt brands (both long term & short term)
- Oversees all commercial aspects of individual sub-brands within category;
- Works with consumer, customer marketing team and drives activation with Division Marketing and Distributor Trade Development field organization;
- Ensures all commercial timelines for production and creative are achieved;
- Provides critical input and support to Commercial Leadership team, brand teams and VP Commercial Planning & Activation/Division Marketing regarding trade and commercial performance;
Complexity of Role:
The role needs to manage a large number of key stakeholders across marketing and sales functions in an environment of transformational change for the category and the commercial side of the business.
Key Outputs/Deliverables:
-Develops and executes trade category strategy and plans for Johnnie Walker, Buchanan’s, Single Malts and each of the sub-brands
-Identify key motivators (growth drivers) of category consumption and purchasing behavior and related barriers for the category;
-Assess the size of the prize (business objective & shopper goal) of each driver and plans how to exploit those opportunities through brand activation;
-Determines channel/customer priorities and implications to execute growth drivers and drive conversion for the category and brand;
-Works with marketing on brand activation planning at GAME and execution of shopper marketing initiatives;
-Develops and executes programs and activities for the category and respective brands to drive conversion;
-Creates creative brief and collaborates with brand team to brief agency;
-Delivers national activation plan for brands, that sets and communicates priorities to the field;
-Writes program briefs containing details of each priority program;
-Monitors plan against target, market shares, volume planning and gap closing activities for brands & category;
-Provide BLT brand budget analysis and recommendations to brand team, Monitors commercial A&P, program effectiveness (ROI);
-Sets channel specific brand execution standards (QDVP3) with marketing for in-store/in-outlet execution;
-Monitors the execution of brand activity plans and promotional plan;
-Supports Innovation program creation and sell in of innovation (customer presentations, materials, samples,etc);
Experience:
8+ years of experience CPG environment, track record of success in: strategy development, shopper/consumer insight development, brand activation, joint customer business planning, crafting of commercial strategic and tactical plans combining economic, channel, shopper, and trade goals; creating possibilities, strategic influencing and change management, building alignment and constantly delivering great performance. Strong previous experience in key leadership roles with customers and both On/Off premise channels, shopper marketing, customer marketing curriculum is a must.
Director, Commercial Planning and Activation, Johnnie Walker, Buchanan's, Single Malts Sales
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