Consumer & Shopper Planner - Bailey's and Pimm's

Job Title: Consumer & Shopper Planner - Bailey's and Pimm's

About the Function:

Our Marketing team are creators, helping to build and nurture some of the world's most loved brands. We craft amazing connections with people around the world to celebrate our brands' legacies and reimagine them for the world today, and into the future.

Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies. Using our genius and creativity, we unlock our brands' uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we're celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you'll be celebrated and supported in our inclusive culture.

About the role:

Ever wanted to be a brand custodian of one of the world's most iconic brands? Baileys is the most loved spirits' brand in GB and is one of our top four core spirits priorities. We are looking for someone to join a highly energised, ambitious and engaged team who are on a mission to build Baileys as the #1 adult treat brand in GB and accelerate the brand into our next wave of growth. This will involve positioning Baileys as a year-round treat, winning in both the on & off trade, and recruiting new drinkers into the brand year on year.

There is real momentum on Baileys in GB - the brand is the biggest it has ever been, we have the most exciting innovation pipeline, recently became B-Corp certified, and we have big ambitions & ideas on how we can build Baileys all-year-round (there is so much more to us than just Christmas!).

Alongside this you will be responsible for the thinking and strategic recommendation for our wider Liqueurs and Speciality portfolio. Recommending how we innovate in this space as well as ensure our ‘local jewel, Pimm's. As part of this you will be responsible for ensuring the brand has a strategic framework, you are able to articulate the key drivers for success and recommendation around how to activate; as well as identifying a learning plan to ensure we capitalise on the Summer sales window. You will also need to understand the effectiveness of our creative and sponsorship assets and recommend how we deploy them in the future.

Role Responsibilities:

You will drive and project manage the Consumer, Shopper Planning and Research agenda across Baileys and Pimm's including upcoming innovation launches.

• Handle consumer and shopper insight and information from a variety of continuous and ad hoc sources ensuring a consumer and shopper narrative is forefront for business planning and marketing decisions.
• Champion the voice of the consumer and shopper across all marketing activity in x agency forums ensuring consumer and shopper truths are upheld from Idea to Execution.
• To manage the Learning Plan agenda on both Baileys and Pimms identifying where research spend should be deployed to deliver the most effective and efficient insight and within this to handle research agencies accordingly.
• To manage the annual Marketing Business Plan process for Baileys ensuring Brand plans have all the correct shopper and consumer inputs and that strategy springboards off clear consumer narrative.
• To be a key support for the Measurement and Evaluation of key Marketing activities, in particular Innovation Launches, ensuring the Business has clear understanding for performance from a consumer and shopper perspective.
• To collaborate closely with Planning colleagues in European Innovation and Baileys Distributed team, proactively collaborating and sharing information.
• Be a champion of External Curiosity for the Brand Teams and Marketing more generally to ensure the business remains abreast of key consumer and shopper trends.
• To be a key member of the Consumer and Shopper planning team; taking part in planning team initiatives, marketing trainings and wider consumer framework thinking.

KEY CAPABILITIES

• Minimum 5 years experience in consumer & shopper insights roles, with proven impact in the GB market.
• Proven ability to translate qualitative and quantitative research into actionable strategies that drive brand and commercial growth.
• Skilled at connecting market trends, shopper behaviours, and brand positioning to create impactful marketing plans.
• Experience managing end-to-end research projects, agencies, and budgets, delivering high-quality insights on time.
• Strong communicator who can champion the voice of the consumer and inspire collaborators with compelling narratives.
• Ability to work effectively across cross-functional teams, global markets, and agency partners to deliver aligned outcomes

LEADERSHIP CAPABILITIES

Win through Execution

• Act like an owner of Diageo by holding self and others to account for highest standards
• Inject restlessness to win and unlock capacity to decide and act quickly

Shape the Future

• Set context and empower people to experiment and unlock opportunities for growth
• Enable others to imagine the future and be brave to boldly act now
• Demand diverse external perspectives and trends that create impetus for change

Inspire through Purpose

• Inspire the team to take entrepreneurial risks by building trust and respect

Invest in Talent

• Displays confidence in their ability to meet challenges and succeed
• Takes ownership of their development and growth

Flexible Working Statement:

Flexibility is key to our success. Talk to us about what flexibility means to you so that you're supported to manage your wellbeing and balance your priorities from day one.

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, attitudes, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you!

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Client-provided location(s): London, United Kingdom

Job ID: Diageo-JR1116911

Employment Type: FULL_TIME

Posted: 2025-11-06T23:54:22