• Job Description

  Req#: JR1078629

  Job Description :

  Job Description

  About us

  From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve.Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people.Feel inspired? Then this may be the opportunity for you.

  Purpose:

  Luxury in Diageo looks to deliver:

  • World-class shopper understanding and insights

  • Compelling category strategies

  • Support for outstanding customer collaboration

  • Value creating Category development

  • Effective shopper marketing to support conversion at POP

  • Customer-focused planning, activation, and execution

  Luxury Trade Advocacy Manager CCA works with Marketing, Customer Marketing, Sales, Distributors and Our Customer to identify the brand and category opportunities for all the Reserve Portfolio according to the strategy, developing, managing and coordinating execution of the Reserve commercial calendar and activation plan, ensuring its completion with the Cycle Planning and Briefing process and supports evaluation/learning back into the wider business, aligned with the Commercial Managers & Distributors of the country to presented in one Sign Off.

  Incumbent collaborates on the development of the Market Channel Strategy, and Category/Portfolio Strategy working with Reserve Marketing team. The role itself delivers executional Guidelines for the Reserve Accounts across CCA in OnTrade & OFFTrade.

  The Role will develop executional scoreboards and evaluates channel in-store execution and experiences against well-defined scorecard metrics, ensuring we deliver on time and with high luxury standards every growth driver to our customers across channels.

  Market Context

  • The Caribbean and Central America (CCA) is one of Diageo’s most diverse and profitable markets. It is the number 1 market in Latin America and the Caribbean (LAC) in terms of profitability, both in absolute and margin terms, and close to number 2 in terms of NSV. Globally, we are the second most profitable market for Diageo, after North America.

  • The 37 countries that comprise CCA boast a cumulative population of 77 million people who speak a range of languages including English, Spanish, French, Dutch, Creole, Patois and numerous other native languages. There is a significant and growing emerging middle class (EMC) population across what are relatively young, but broadly stabilizing, democracies

  • Dominican Republic is the biggest domestic market within CCA cluster. Is a business that generates approx. £46m NSV. It is one the most profitable market in LA&C both in terms of absolute operating profit and margin.

  • Reserve represents the 26% of total value and the main categories are Scotch and Tequila which represent 76% and 17% of the total value of Reserve

  Decision Making

  • Supports analysis to improve ROI of promotional activities and close volume gaps in order to meet channel business targets, engaging all relevant parties to deliver our business plan.

  • Recommends changes and interventions to ensure consistency and luxury activation plans are achieved on time and with the Reserve Standards in Full in an efficient and effective way.

  • Find opportunities to execute and deliver an experience to our consumer across channels for all the Reserve Brands

  • Develop pragmatic solutions that overcome operational barriers at the Point of sales based on insights and knowledge of channel dynamics.

  • Supports brand forecast decisions in S&OP cycle

  Financial Responsibility

  • Responsible of ensuring correct implementation of total Reserve A&P and aligns Commercial Managers to Trade Spend budgets are met according to plans in conjunction with CM, Finance and Reserve Marketing team

  • Responsible for all purchasing order’s belonging to the budget of the channel different channels for Reserve, follow up with providers and ensuring correct management of internal controls regarding A&P Budget. Responsable for indirect (Distributor) Budget Managment

  • Responsible for Reserve Sell Out Performance in CCA Reserve Brands.

  • Deep understanding and responsible for Measurement and Evaluation (Pre & Post) to target the right investment to maximize ROI whilst delivering for our consumers, shoppers and customers.

  Leadership Responsibility

  • The role reports to the Head of Luxury Premiumization CCA

  • The incumbent supports Customer Marketing and Reserve Team with the orchestration of the execution commercial & activity plans, tailor the delivery to our customers and give the sales teams the tools to execute it.

  Key Outputs/Deliverables :

  • Responsible for ensuring the organization is equipped with business information to delivery flawless Planning and Execution for Reserve Brands through efficient cycle planning & briefing process

  • Manage planning and execution of the Reserve Commercial calendar and orchestrates all activities at the point of sale ensuring we have effective promotions and a winning mix of brand & category activity to drive business performance and flawless execution according to the Reserve Standards withing customers and channels.

  • Owns and monitors the Reserve execution of all cycle activity plans and promotional plans in ruthless prioritization of value creation and ensures all deliverables are OTIF.

  • Monitors A&P and Trade Spend for each platform, delivers M&E on activities and drive promotional effectiveness (ROI) and forecasting accuracy of promotional volume.

  • Manages special experiences and display plan and tools and support material to drive brilliant execution according to the reserve standards in the point of sales.

  • Owns and ensures the Reserve Commercial Standards for each brand aligned and approved by the Brand Manager

  • Closes JCP Negotiations together with the Commercial Country Head or CP&A Manager.

  • Lead S&Op (activity review meeting), Monthly Distributor Performance Review (Distributor BPM) and Marketing Performance Review (Brand Managers, Media and Head)

  • Along with Sales Opex Reserve Manager, tracks channel in-store execution compliance of cycle activity plans and experiences plans (Brands and category plans) against well-defined Execution Scorecard metrics (distribution, visibility, share of shelf, Scale, Rituals, experiences, Menu, Consumer Programs, Events)

  • Ensure all the Reserve Innovation launching phases makes perfect fit with the Cycle Planning and delivers brilliant planning & execution across channels

  • Responsible of the Segmentation according to the Occasion in every channel in the TLA and Some Gold accounts

  • Lead special experiences and creates/executes in-store/outlet visibility solutions and support materials to drive brilliant execution in the PoS, focusing on channel needs and execution guidelines in order to CP&A executive can implement.

  • Performs regular trade (weekly) visits to identify opportunities and provide solutions to drive brilliant execution to create brand awareness and drive incremental sales

  • Ensures full compliance with CARM and Diageo Code of Conduct and DMC.

  • Performs other related duties as assigned.

  Qualifications and Experience Required

  • Bachelor’s Degree required in Business or related field.

  • English and Spanish required.

  • Minimum 8 years of experience in sales and /or customer marketing /trade marketing areas with experience in Luxury Brands.

  • Understanding about how the Luxury Brands create experiences and how to drive transformation

  • Good understanding about how the total sales organization operates and how to drive its effectiveness.

  • Proven experience leading and coaching teams (own and/or indirect)

  • Ability to work around and within a variety of different market conditions and demographic factors.

  • Strong influencing, negotiation and collaboration skills, with a range and adaptability of styles.

  • Good planning, organization and project management skills

  • Proactive, self-started, tenacious with commercial drive and commercial curiosity.

  • Excellent knowledge of Microsoft PowerPoint and Excel

  Flexible working options

  • Role is based in Panama

  • This role requires a strong presence in “Field” with extensive and regular trade visits within the channel.

  • This role requires traveling locally within the markets (estimated 10%) and effective usage of virtual communication channels rather than face-to-face meetings with the rest of the CCA organization

  Diversity statement

  Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

  We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

  Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.

  Character Is Everything!

  Worker Type :

  Regular

  Primary Location:

  Panama City

  Additional Locations :

  Job Posting Start Date :

  2023-02-26-08:00

• About the company

  Diageo plc is a British multinational beverage alcohol company, with its headquarters in London, England.

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