Diageo, British multinational alcoholic beverage company that is a global leader in premium drinks with a vast collection of over 200 brands, including Johnnie Walker, Guinness, Smirnoff, and Tanqueray, is hiring across multiple positions in Lagos, Nigeria.
Marketing Effectiveness Manager
Reports To: Head of Consumer Planning – Southern, West and Central Africa
The role of the Consumer Planning team is to proactively provide a well-rounded, end-to-end view of the growth opportunities in our market and to guide the development of interventions to harness these opportunities from a culture, consumer and shopper point of view. This team is expected to uncover deep penetrating insights about occasions, purchasing and consumption behaviours and use these insights to inspire marketing strategies and plans which ensure we drive purchase through all channels.
The role exists to create a virtuous culture of Marketing Performance, Measurement & Evaluation in Diageo, to increase the impact of our investment in A&P.
Top Accountabilities
- Drive delivery of the regional marketing financial performance target through utilisation of Diageo’s marketing effectiveness tools to the entire marketing budget in that region.
- Build capability across all SWC marketing teams to drive a deep change in behaviour applying marketing effectiveness principles to every investment decision.
- Continually enhance the marketing analytics programme that underpins the marketing effectiveness capability
- Work with colleagues in the Marketing team to synthesise key findings and insights into marketing performance and ensure they are fed back to key decision makers optimally.
- Continuously and actively seek out further enhancements of Diageo’s marketing effectiveness capability to unlock further value.
Qualifications, Experience, and leadership
Strategic thinking – A strategic and visionary leader able to make aggressive strategic choices that deliver for the short and long term.
Commercial acumen – An understanding of business end to end and providing robust counsel to executive team.
Performance driven – Has an acute focus on performance and results, is highly accountable and determined to win.
Agile – Demonstrates pace and urgency, responding quickly to emerging threats and opportunities,
Influencing – can navigate a matrix organisation and build brilliant relationships internally and externally.
Personally resilient – able to maintain emotional balance in the face of pressure and high-performance expectation.
Externally focused – Great external radar to spot opportunities and challenges and strongly networked into key communities of experts to understand market and legislation trends.
Invest in Talent – Track record of leading leaders and ability to build and cultivate high performing teams and insightful into what drives performance.
Apply via link
Reserve Market Developer – Lagos
About the role:
The Reserve Market Developer:
- Manages the On-trade accounts and ensures our brands especially Reserve are the most dominant in terms of visibility and rate of sale. Ensure Trade terms are executed in the outlet by working in close collaboration with the Reserve Brand Ambassador under the guidance of the Reserve Sales Manager.
- Manage designated Sales area in the On-trade, delivering stretched brand and portfolio targets across Spirits by effective outlet universe coverage. Ensure all brand communications are up-to-date and in great condition.
- Drive Spirit KPIs in On-trade market. Periodical (Quarterly) review outlet universe to ensure; optimum base number of viable and non-viable customers, call frequency per category, outlet sales performance and OAS review
- Ensure learning and application of the Reserve segmentation to drive Prestige Account trajectory to attract new customers while building and maintain strong relationship network with key industry owners and influencers and keep up to date of new trends
- Ensure flawless execution of 12 months activity plans promotions, innovations, own POP visibility, bar-staff training/ persuasion.
- Implement promotions, develop and execute merchandising programmes at Point of sale with optimum use of resources and materials in order to achieve the highest in-store visibility and sales performance for the strategic brands
- Deploy the use of technology (SFA, Diageo One) to deliver Sales fundamentals on every call.
- Deliver consistent weekly business Reports (WBR) on account activities and competitor intelligence.
- Deliver consistently call objectives with strict observance of safety policies.
- Work with the Marketing team to identify, develop, and manage local marketing activities, including locally-based brand opportunities.
- Inspire consumers, customers and trade to advocate your brands.
- Deliver special events in a way which provides positive and sophisticated brand experiences for our consumers and customers.
- Act as the face of the brand and Diageo – proud of what you do
- Organize and coordinate launch activities and promotions in line with the brand.
Role Responsibilities:
Executional Excellence
- Event co-ordination: co-ordinate experiential events to build Reserve brands’ equity
- Reserve brand sales driver implementation in a defined outlet base.
- Oversight of execution of all brand, contract and 3rd space activities within the Reserve team
- Manage relationships with the Distributors and critical Customers in the Team and ultimately responsible for market execution within TLAs and Pace-Maker accounts.
- Ensure execution processes are performed efficiently, while managing costs and risks effectively.
- Conduct business performance reviews with distributors in order to track, monitor and adjust efforts and produce desired outcomes in all key business segments.
Execution Planning & Insight
- Identify persuasion initiative outlet priorities and drive implementation with Reps.
- Share TTL intelligence with Reps to support world-class implementation of initiatives.
- Activity plan development support
- Provide input to assist in the development of BTL strategy.
- Report on competitor activity to Sales Managers, Customer Marketing and Marketing teams
On the ground, brands’ leadership
- Identify, communicate, and selectively manage brand events in outlets.
- Development & management of consumer databases through administrative and reporting activity
- Support training of Trade Execution to 3rd party agencies we work with.
- Monitor market activity to develop the most cost-effective strategies in order to drive volume and profitability through increased penetration and promotion.
Experience / skills required:
- Graduate Calibre with 4 years commercial expertise gained across Sales / Consumer Marketing or Sales Management.
- Good commercial understanding, P&L literacy, strong numerical skills, a high level of computer literacy and previous experience of financial/dat
- Good communication skills – written and verbal.
- Understanding of the total alcoholic drinks market
- Ability to identify emerging trends & insights. Tenacious in translating this knowledge into commercial actions quickly.
- Demonstrate a high level of self-organisation and good time management.
- Ability to plan, implement activities and work cross functionally.
- Ability to develop strong relationships with trade partners, especially through demonstrating credibility vs. being seen as a brand salesperson.
- Ability to understand the motivations of individual trade partners and plan ROS drivers against this.
- Ability to identify emerging trends in the area and communicate that knowledge to key contacts within the team and Head Office.
- The face of the brand in the eyes of the customer, consumer and media.
- Ruthless in ensuring that all QDVPPP objectives are met with the customer base.
- Aware of financial principles and applies them within own role.
- On Premise Leadership Baseline – able to build professional, credible relationships with on-trade partners and develop profitable programs.
- Full clean driving license.
- Trade experience (either retail or supplier) advantageous
Apply via link
Brand Ambassador – Lagos
The Brand Ambassador represents brands within a multicultural outlet and channel environment. It requires a deep understanding of the complex motivations of consumers and customers in a highly sensitive environment and highly competitive luxury spirit market.
The Brand Ambassador will work primarily in the high-end segments of the on-trade Channel (4 & 5 stars). While there is no direct people management responsibility, the brand ambassador will work closely with the On Trade channel’s Marketing and Sales teams to achieve targets.
The Brand Ambassador will regularly engage with groups of HNW individuals delivering world class brand immersion experiences to them.
Role Responsibilities:
- Develop and implement appropriate sales strategies for each individual account working with the Commercial Managers.
- Achieve targeted profits, volume targets, and customer service levels as outlined and agreed to in the business plans.
- Work with the Sales team to ensure adequate distribution of the brands.
- Engage the account of all new product launches in a timely manner and work actively towards maximising product listings in the outlets.
- Identify and research new customers with the Commercial or key account managers and agree on the plan to maximise Reserve brand sales in these accounts.
Brand Building activity
- Together with the Marketing Manager and the Sales team, assess the market to identify action opportunities to present the luxury brand portfolio in the best way to maximise brand strength and sales volume.
- Implement the customer marketing plans for these brands.
- Ensure all activities and events contribute to building brand equity and reinforce the positioning of the brand both within the brand portfolio and in the customer/ consumer mindset.
Customer Relationship Management
- Build strong relationships with customers and consumers.
- Regularly engage customers, consumers and key influencers with a clear agenda and desired outcome, ie. to enhance brand awareness build brand equity, distribution, sales and profitability.
- Be acknowledged in the trade as a leading authority in spirits luxury brands.
Training
- Provide specialist knowledge to Customers through regular training on luxury brands.
- Ensure that their own professional knowledge is continuously updated.
Tactical Activities
- Collect information for category/ brand performance in the Accounts, analyse brand movements, and complete sales analysis for the brands.
- Identify outlets with growth opportunities and design trade programs to increase share and volumes.
- Work as a spirit’s consultant to the RSMs as well as to the F&B Manager/ Account.
Others
- Identify development opportunities to build the capability of DBN staff associated with the brand.
- Ensure that all customer activities undertaken comply with the law of the land and in accordance with company policies and procedures
Experience / skills required:
- 2- 5 years of experience in direct Sales or F&B Sales, preferably in high-end hotels or luxury boutiques.
- Should be extremely fluent in written and spoken English; knowledge of a Continental language (French, Spanish, Italian, etc) will be advantageous.
- Excellent understanding and knowledge of spirits.
- Passion for and identification with luxury brands as a category.
- Ability to be the spokesperson for the luxury brands: should be able to “reflect the luxury
- world” in his approach and apply it to the activation of the product range.
- Indepth understanding of the Ontrade customers and industry practices.
- Ability to convert brand & sales plans into implementation.
- Ability to influence people at all levels (DBN staff, bar staff, F&B Managers)
- Ability to work effectively in a multicultural environment.
- Ability to translate strategy into practical implementation.
- Excellent commercial skills
- Excellent public speaking skills and reach out to a range of audiences through
- presentations and written communication.
