Manager, Consumer & Shopper Insights - Gin, Rum, Liqueurs & Non-Alc

About Us

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world's most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life's moments - from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.

Join us and play your part in making life's moments mean a little more.

About the Function

Marketing is where our brands show up in culture and stay there.

This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.

• Uncover actionable insights across consumer motivations, attitudes, occasions, behaviors and barriers to inform brand positioning, communications, innovation and activation.
• Mine consumer, cultural, competitive and category trends to identify opportunities to strengthen brand relevance, recruitment and consideration.
• Translate brand health, consumer research and market data into clear implications and recommendations for brand planning and performance.
• Partner with Marketing and Innovation teams to develop and evaluate consumer propositions, communications, packaging and activation programs on/off premise.

• Build a deep understanding of shopper missions, decision-making, paths to purchase and purchase triggers across relevant retail channels.
• Understand how shoppers navigate Gin, Rum and Liqueurs and the influence of brand, price, format, packaging, promotion and competitive alternatives on choice.
• Diagnose our brands' strengths and weaknesses at the point of purchase, including visibility, findability, differentiation, packaging standout and competitive context.
• Identify opportunities to improve shopper consideration and conversion through shelf presence, merchandising and retail activation.
• Partner with Shopper Marketing and Commercial teams to test and optimize POS, displays and in-store messaging, translating shopper behavior into practical recommendations.

• Design, commission or execute DIY qualitative and quantitative consumer and shopper research to answer critical business questions.
• Apply the right methodology to the question, including consumer research, shopper surveys, shop-alongs, virtual shelf testing, packaging and messaging evaluation and path-to-purchase studies.
• Integrate primary research, syndicated data, shopper analytics and market intelligence to build a clear picture of opportunities and challenges.
• Manage research partners, budgets and timelines to deliver high-quality, actionable learning.
• Champion a test-and-learn mindset, challenging assumptions and continuously exploring smarter, faster and more effective approaches to learning.

• Partner across Brand Marketing, Innovation, Shopper Marketing, Category Management and Commercial to translate insights into practical business recommendations.
• Develop compelling, insight-led stories that simplify complexity and clearly articulate what we learned, why it matters and what we should do.
• Support customer presentations, innovation sell-in and retail activation with robust consumer and shopper evidence.
• Proactively identify knowledge gaps and emerging questions, ensuring teams have the consumer and shopper understanding needed to make better decisions.

• 5+ years' experience in Consumer Insights, Shopper Insights, Market Research or related disciplines.
• Strong experience designing, managing and interpreting qualitative and quantitative research.
• Ability to translate complex consumer, shopper and market information into clear, actionable recommendations.
• Strong analytical capabilities, intellectual curiosity and a critical approach to evaluating evidence.
• Understanding of shopper behavior, retail environments and purchase decision-making.
• Experience managing research partners, projects and cross-functional stakeholders.
• Excellent communication, data visualization and storytelling skills.
• Familiarity with syndicated and research sources such as NielsenIQ, Ipsos, Numerator or equivalent.
• Experience in beverage alcohol and/or shopper research, packaging/POS testing, shelf optimization or retail activation effectiveness.