Analyze your CV for Shopper Manager – Beer /Spirit at Diageo

Job Description :
Shopper Manager – beer /Spirit reporting to   Head of Customer Marketing 
Financial:
Planning of the budget/spends; Financial metrics for activities (BTL/TTL) working with cross functional team of Marketing/Sales/Commercial Finance
Follow achievement of planned Financial/spends KPI’s in collaboration with the Activations team
 
Leadership Responsibilities:
The role holder must demonstrate the below

Be authentic


Stand for what you feel is right and important
Do what you say without exception
Role model the Diageo Values
Build and sustain trust with others through real relationships
Demonstrate the kind of personal integrity that inspires others
Stand in the future; be active in shaping the destiny of Diageo
Turn big dreams into reality; energize and inspire others to deliver the exceptional
Be imaginative; enable yourself and others to go beyond the norm

Bring the Diageo purpose to life

Show a deep personal commitment to the Diageo purpose and enable others to connect to it personally
Be an ambassador for Diageo externally
Own the responsible drinking and corporate citizenship agenda
Develop the habit of sharing and celebrating success

Create the conditions for people to succeed

Provide context to enable others to think, decide and act
Build alignment; commit to outstanding teamwork
Know your people; invest time in their growth
Value and model great people management
Make the most of the diversity that people bring

Consistently deliver great performance

Demonstrate deep personal accountability for great performance
Move effectively between strategy and operational detail
Demonstrate unwavering accountability for Diageo’s total success – we are ‘one Diageo’
Make a difference; judge where and when to intervene
Know and be responsive to the external influences on our business
Ensure controls are in place to guarantee Diageo’s performance and reputation
Stay focused on your priorities – demonstrate rigor and brilliant execution

Grow yourself

Have humility; be open to learning and ideas from others
Demonstrate self-awareness and know your strengths and development needs
Commit to grow your own capability and experience to the benefit of yourself, our people and Diageo

This role is a managerial position.
 
Functional Capabilities
Understand the Commercial Opportunity

Market and Competitor Knowledge: ability to understand and relate the market dynamics and commercial landscape in which the company operates to their role and use this information to make good business decisions.
Brand and Category Knowledge (Customer): knowledge and understanding of Diageo and competitor brands & categories and why customers and consumers purchase them.
Customer Understanding: ability to understand customers’ needs and motivations and then the use of this information to achieve objectives and / or unlock growth.
Shopper Understanding and Insights: ability to understand shoppers’ needs and motivations and then the use of this information to achieve objectives and / or unlock growth.
Channel Dynamics: ability to understand and relate the channel dynamics and Route To Consumers (RTC) landscape in which the company operates and use this information to make good business decisions.
Outlet Segmentation: ability to understand the outlet universe and then use this mapping to define, plan, propose activities
Channel Dynamics: ability to understand and relate the channel dynamics and RTC landscape in which Serengeti Breweries Ltd operates and use this information to make good business decisions.

 
Develop Strategy and Plan Execution

Channel and Customer Activity & Investment Planning: ability to build the relevant activity plans so that plans can be executed brilliantly and SBL can achieve set volume & Financials targets.
Plan & Develop Growth Drivers: ability to identify and then build/adapt the growth drivers that will enable the delivery of the brand, trade and category strategies of SBL
Joint Customer Plan: ability to develop a joint collaborative plan with our customers.
Annual Planning Cycle - Own the yearly planning cycle related to the Category.

 
Execute

Customer Proposition: ability to use proven selling techniques to write and deliver propositions that exceed customer expectations, satisfy needs and create win-win opportunities.
Channel Sales Briefing: ability to engage and prepare the sales teams to brilliantly execute activities with customers to deliver agreed KPI’s
Customer Marketing Functional Coaching: ability to use all our talent and capability processes to build the skills necessary to develop themselves and their people.

 
Performance Management

Commercial Acumen: ability to have a good understanding of the commercials (spend, volume, margin etc, and use this information and understanding to make good business decisions that drive profitable growth for Serengeti Breweries Ltd and its customers.
S&OP Activity Review: ability to make correlations between the performance of in-store activities and sell-out and to correctly inform product forecasts and improve activities performance.
Managing Promotional Execution: ability to understand all the elements of monitoring and managing in store/outlet execution.

 
Measure & Evaluate and Insights

Activity Effectiveness & Evaluation: ability to pre- and post-assess the impact activities have on the business results and make informed decisions about them.
Quarterly and Annual Channel Review: ability to understand measure and evaluate their total investment plans in channels to ensure that these investments are achieving maximum levels of return and driving mutually beneficial growth.

 
Commit to adhere to all the relevant Diageo Policies, controls procedures, and standards.
 
Top Accountabilities
The Shopper Manager has full responsibility following Deliverables:

Own the development of BTL program plans and agree the roles and responsibilities key resources and budget implications.
Working very closely with brand team, and starting with strong insights, this role leads the creation of high quality and scalable single brand Shopper Marketing growth drivers for execution. The creation is for all beer/spirt Trademark brands including innovations
Develops compelling Customer Propositions for Sales Driver activities using detailed brand & customer knowledge.
Management of cross functional project teams for effective planning of BTL activities (coordinate and ensure each team delivers the requirement for bold execution on time
Ensure All BTL Marketing activities proposals are in line with the trade strategy and that customer insight Field constraints and customer information are considered.
Make marketing BTL concepts operational
Support M&E of activities working with CPAM/Brand team/Finance
Identify sales gaps in regions and propose corrective action
Deliver all projects on or under agreed budget
Input into the JUBP development with strong and in depth commercial and Customer insights working with brand team, innovation Team, Field sales team and Finance team
Management One plan review meetings
Actively support volume forecasting via use of trends and analyses of data as a primary input.
Inputs Joint Customer plans (JCP) for Top Customers and ensured ruthless planning of the agreed activities within the JCP
Ensure key controls are in place and respected for each activity.
Ensure field teams and company staff engagement to programs through clear and inspiring briefings with support capability team when applicable
Delivers Inspiration and Toolkits that are ‘Channel Ready’ across countries for Execution
Working with, and managing Agencies to set very highest standards and deliver the very latest and best Shopper Marketing work in the industry
Deliver tools that confirm to the developed Physical Availability principles, covering the full Path to Purchase, and in accordance with the M&E learnings.
This role will also control the flexible resourcing work plan across all Shopper Marketing and Brand teams. As part of this the role will take budgetary responsibility for ‘creation’, and the selection of appropriate agencies and the agency models.

 
Qualifications and Experience Required:

Bachelor’s degree in a relevant field
Strong commercial acumen and an understanding of the Tanzanian beer/spirit market
4+ years of work experience in Commercial/Marketing Functions
Computer literacy (Microsoft environment)

 
Skills/knowledge

Minimum 3 years Brand marketing, sales role
Able to demonstrate success in developing & leading team. Evidence of strong leadership and influencing skills
Excellence project management skills that deliver projects on time and on budget
Strong influential skills
Strategic thinkers
Competitive intelligence & insights
Measure and evaluation of projects
Good interpersonal communication skills

 
Barriers to Success in Role:

Inability to make connections across a broad agenda
Inability to manage own time & workload
Inability to develop fully integrated plans grounded in reality to deliver on required outputs within budget and time constraints

Inability to garner wide support quickly from sales
Too much time in Office-need to know the consumer, customer and market  trends


Inability to properly identify risks, and plan mitigation steps.

Inability to influence and inspire individuals and teams from different Functions and operate brilliantly in a matrix organization
Inability to turn consumer, Customer insight into financially viable winning activities concept
Poor multi tasks capabilities & Poor people management style