Trade Marketing Manager

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!

The company's strong local business units are well-positioned to win in increasingly competitive and fast-paced environments. Diageo's portfolio is well diversified across price-tiers, enabling it to participate where consumer opportunity is greatest and to capture shifts in consumer preference. At Diageo, employees are passionate about its customers and consumers and want to be the best. They give each other the freedom to succeed and value each other.

About the Role

Diageo invests significantly in direct to consumer brand building, but we have to work collaboratively with our customers to influence the point of purchase activations as this is where the vast majority of our A&P investment sits. You will work closely with our customer team to understand the needs of shoppers and customers and then collaborate with the shopper marketing team to create the programmes and tools that guarantee outstanding execution of our brands.

In this position you will sit right at the heart of business, supporting and working as business partner with our sales teams to ensure they have all the insights, growth drivers, and tools they need to deliver brilliant execution of Diageo's commercial plan. We aim to shift consumer & shopper behavior to achieve Diageo's financial and market share ambition.

In this team, we work with field, national, and wholesale commercial teams and alongside the Shopper Marketing and Brand teams to deliver best in class activation.

Role Responsibilities:

• Bringing a strategic lens to activation planning, ensuring initiatives are customer- and channel-centric while rooted in commercial frameworks and business KPIs
• Crafting and implementing detailed, ongoing 360-degree activation initiatives that align with overall brand and portfolio priorities, from initial planning to flawless execution and assessment
• Leading external activation and shopper marketing agencies to deliver outstanding, data-driven concepts that improve shopper engagement and boost conversion at the point of sale
• Coordinate commercial activation details like material development, POS setup, cross-functional briefings, and budget management efficiently.
• Operating seamlessly within a matrix organization, leading internal cross-functional teams with influence and clarity, delegating effectively, and fostering alignment across levels

• 3+ years experience as Sales or Marketing Executive equivalent - with a proven track record in business delivery
• Strong end to end commercial FMCG understanding, alongside high levels of numerical acumen and attention to detail
• Project management experience
• Strong time management and prioritization skills
• High level of structure, mastering administrative basics
• Excellent communication-, and interpersonal skills to build relationships/partnerships with internal and external partners
• Problem solver & solution-based team player who can deal with ambiguity & adapt quickly
• Polished and engaging presentation skills in order to convince the Commercial Teams of the brand projects and their strategic importance for the business growth
• German & English: fluently spoken and written