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Whisky Senior Brand Manager- Lebanon, Levant & North Africa

11:33:00 AM
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. MENA is a fast changing regulatory, political and commercial environment.
Our vision is to be the undisputed leader in Travel Retail and the Middle East and to achieve double digit growth each year. In F12, our strategy is to grow people, drive value and beat the competition. A large part of this ambition will be achieved through building amazing customer relationships, inspiring the team to new levels of performance and providing an unparalleled brand proposition and luxury retail experience.
Johnnie Walker is the number 1 Whisky in the region leading the category. Our ambition is to widen the gap with our competition and develop industry leading marketing platforms
.An in depth understanding of our consumers and customers to drive powerful insights to unlock growth is crucial to delivery of our ambitions.
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 Whisky
Dimensions of the role
a) Financial
To own the MENA F12 Plan
Accountable for the F12 Brand targets
Be jointly responsible for the F12 A&P Budget and ensure that it is spent effectively with M&E conducted on all major activities and initiatives.
b) Market Complexity
Manages brands for Lebanon IMC, Levant (Syria, Jordan & Iraq) and North Africa ( Morocco & Egypt) . 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 the Whisky category with a focus on Johnnie Walker, Owning performance by providing the Customer Teams with the brand plans and initiatives that will outperform the market. Manage the delivery of F12 plan and GAME planning for Whisky.
Top 3-5 accountabilities

  1. Beat the competition by developing and executing highly effective brand strategies for the Whisky category (including secondary brands) based on a deep understanding of the region’s consumers insights to drive profitable growth. Engage Commercial teams and 3rd party partners.

  2. Works with Marketing Manager on the Communication plan for Whisky, leading on Print, Out of store, PR and BTL activations.

  3. Deliver consumer activation programs for the Region adapting global guidelines to meet market needs and creating bespoke solutions when needed.

  4. Work with Innovation team on new opportunities within the category

  5. Work with TMM to ensure flawless execution of Whisky platforms in the region through 12 month program plan and compelling customer propositions.

  6. Responsible for the Whisky P&L in the region. Manage performance reporting at key regional meetings. Manage and control the regional A&P budget for whisky category, ensuring M&E rigour to drive the right investment decisions

Qualifications and experience required

  • Graduate calibre or equivalent.

  • 5+ 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.

Whisky Senior Brand Manager- Lebanon, Levant & North Africa

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