Shopper Marketing Sr. Manager

Job Title: Shopper Marketing Manager

Context / Scope:

Diageo is already well on its way to achieve the performance ambition of becoming the best performing, most trusted and respected consumer products company in the world. Over the last five years, Diageo Mexico has achieved significant double-digit growth in sales and increased share of market through outstanding brand building, elite Commercial partnerships and brilliant execution in a wide range of categories: Whisky, Single Malts, Rum, Tequila, Vodka, Gin, Mezcal, Liquor, Beer and RTD; challenging in different market segments: Emerging Middle Class, Premium and Luxury.

Shopper decisions are taken at point of sale so persuasive, exciting and excel execution are vital to increase our market share.

TBA category growth is below our ambitions therefore the category growth is vital to ensure our long-term results, recruiting new consumers through our current and future portfolio.

Financial skills:

• Budget management
• Being able to understand Diageo's and its customers' financial structure
• To comprehend, apply and accurately interpret financial concepts and indicators related to commercial performance (investment, profit, costs, value, budget efficiency, overdrafts, etc.)
• To live a "measurement culture", from planning to execution (M&E)

• Uses strong understanding of external environment to drive the creation and execution of a clear and powerful commercial plan
• Has a deep and instinctive understanding of what works for the customer and the shopper/drinker developing effective strategies to make Diageo an indispensible partner to our customers
• Activity Development: Develop initiatives that derive from those strategies led through to excellent execution that deliver real value growth to both Diageo and our customers and transform shopper and consumer behaviors at the POS. Develop all POS focused activities in conjunction with Marketing. Input into the Innovation process ensuring category, customer and shopper understanding is built into commercial propositions and critical metrics are well developed. Create a sustainable focus on Visibility, space management and generic POS to ensure that Diageo "Wins the Visibility War
• Insights: Customer and Shopper Insights drive all strategic planning and POP execution
• Strategy and Planning: Clear, simple category, customer and channel strategies that are understood by the whole of Diageo Mexico and provides real focus into a few channel segments, and customers
• Brilliant Execution:
• Able to identify and prioritise highest value creating activities that improve return on investment and Market share growth
• Instinctively knows when and where to intervene, nurturing great ideas and stopping bad ones

• Uses a mixture of intuition, experience and data to advise decisions identifying, analysing and selecting strategies for growth.
• Category & Shopper Insights create scaleable growth drivers delivered efficiently
• Collaborative partnerships are in place with strategic customers. These are built on brilliant shopper / consumer understanding, unlocking new growth platforms that are delivered at scale.
• Drive the development of category visions and point of purchase visions by channel. The best enable GAME plans to have perfect point of purchase/point of consumption execution

• Uses strong understanding of external environment to drive the creation and execution of a clear and powerful commercial plan
• Has a deep and instinctive understanding of what works for the customer and the shopper/drinker developing effective strategies to make Diageo an indispensible partner to our customers
• Activity Development: Develop initiatives that derive from those strategies led through to excellent execution that deliver real value growth to both Diageo and our customers and transform shopper and consumer behaviours at the POS. Develop all POS focused activities in conjunction with Marketing.
• Input into the Innovation process ensuring category, customer and shopper understanding is built into commercial propositions and critical metrics are well developed. Create a sustainable focus on Visibility, space management and generic POS to ensure that Diageo "Wins the Visibility WarInsights: Customer and Shopper Insights drive all strategic planning and POP execution
• Strategy and Planning: Clear, simple category, customer and channel strategies that are understood by the whole of Diageo Mexico and provides real focus into a few channel segments, and customers

• Able to identify and prioritize highest value creating activities that improve Rreturn on investmentand Market share growth
• Instinctively knows when and where to intervene championing great ideas and stopping bad ones

• Degree or equivalent experience qualifications in Business and Engineering field with solid commercial awareness, +6 yrs experience in top FMCG environment in a customer or consumer facing role with at least 2-3 years in CMO
• Passion for Diageo brands, the shopper, & new insights
• A self starter, action focused, with aim to create & hit their own goals
• Adept at moving between strategy & execution
• Project management skills and planning process
• Able to create customer communications & commercial rationales
• Able to interface & influence key senior collaborators in Brand & Sales teams
• Able to mobilize the business around a clear, focused goal