Marketing Performance & Effectiveness Manager (Quadro)

Location: Milan

About us

Diageo is the world's leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose - Celebrating life, every day, everywhere - has a meaningful role in our company, for our people, our diversity, our brands, in how we perform and how we build shared value!

About the function

Over the last 6 years, Diageo has invested in developing and launching a ground breaking Marketing Effectiveness capability known as Marketing Catalyst, awarded by both the IPA in Europe, and ANA in North America in 2018 for its pioneering work on marketing effectiveness. Along with a robust suite of Effectiveness tools, the goal is to enable every marketer in the business to measure and optimise the performance of every pound of their marketing budget.

The Marketing Effectiveness team is the specialist group that leads the Effectiveness agenda. Based centrally within the Diageo organization, they are responsible both for managing and enhancing our marketing effectiveness outputs, analysis and tools and partnering closely with markets and brand teams to drive application of this analysis to deliver higher performing marketing every day.

About the role
This role will be the leading functional specialist within Diageo for driving the marketing effectiveness agenda within the region and/or brand they manage.

Part of the responsibility will be to establish an Effectiveness agenda and optimize momentum with global brand teams and/or markets. This role will be accountable for delivery of performance goals from marketing for Italy, as well as building capability across the marketing team. There is also a view to develop a measurement framework that helps marketing and customer marketing to understand how to use the tools/analyses that leverage longer term and shorter-term measurement capabilities (including identifying new measurement opportunities to bring into the mix). We also would like to explore newer methodologies such as how to bring together brand health and return on investment for a more cohesive short term/long term view. The role holder will have to work closely with brand teams, finance and customer marketing functions.

Business Complexity:

This is a complex role requiring advanced problem solving and influencing skills. The role holder will have to work across a variety of stakeholders simultaneously to support implementation of a common solution at scale and manage the associated cultural change.

Leadership Responsibilities:

The success of a leader in this role hinges on their ability to drive action from a newly created marketing and customer marketing community to spend their money differently.

Purpose of Role:

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.

Your Key Responsibilities

• Drive delivery of the marketing performance targets through utilization of Diageo's marketing effectiveness platform to the marketing budget.

• Drive a deep change in behavior - applying marketing effectiveness principles to every investment decision.

• Embed marketing effectiveness thinking and capabilities into the business and planning cycle.

• Develop an integrated measurement framework to enable marketing stakeholders to understand which solutions to apply under which circumstances and to have a unified approach to measurement.

• Develop relationships with GBTs and develop a cycle of optimization through brand teams and Hubs.

• Work with colleagues in the marketing effectiveness team to synthesize key findings and insights into marketing performance and ensure they are fed back to key decision makers effectively.

• Manage and continually enhance the marketing analytics program that underpins the marketing effectiveness capability.

• Continuously and actively seek out enhancements of Diageo's marketing effectiveness capability to unlock further value.

• 6 years+ experience in similar consumer marketing organizations and/or marketing effectiveness consultancies and/or econometric modelling agencies and/or top-tier management consultancies.

• Able to demonstrate experience directly driving business change across stakeholders. This should include experience working directly with business leaders at all levels of seniority.

• Outstanding influencing skills are critical.

• Excellent verbal and written communication skills.

• Confidently lead sessions, often to a senior audience.

• Self-starter who is comfortable with a rapidly-changing environment.

• Energetic, relentless drive to succeed, great teammate.

• Used to working with a variety of stakeholders and building relationships.

• An inclusive company culture that puts employees and their development first

• A competitive salary with bonus and many benefits that suit your lifestyle

• An industry leading parental leave policy

• ...and of course, THE best colleagues!