Commercial Planning & Activation Manager, Guinness
Diageo
New York, New York, United States of America
Full-Time
Competitive
HybridManager
With over 200 brands sold in nearly 180 countries, we're the world's leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you'll test new ideas, learn and grow, and unlock a brighter, more exciting future!
Join us to create a career worth celebrating!
This role is concentrated on the Diageo Beer Pre-Mix beer business (Guinness). The Commercial Planning & Activation Manager will work with brand Marketers, Agency Partners, and the Sales/Field Marketing community to develop commercial plans, category growth drivers and brand activation programs to exploit growth opportunities for our beer portfolio (Drive Commercialized Trade Marketing Activities).
This role represents the customer and shopper in the joined-up Business Planning process. They are the experts in Brand Activation at the Moment of Choice and act as the advisor for brand to ensure commercial reality is baked into brand/consumer plans. The role monitors our overall BTL marketing investments to ensure optimized delivery of annual targets.
The Commercial Planning & Activation Manager creates a competitive advantage for Diageo by collaborating, creating, and communicating the brands physical availability priorities across On, Non & Off-Premise Channels.
This role provides the critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications, and programs are commercially sound, impactful, and grounded in deep shopper, retailer, and RTM understanding. (CP&A Roles key accountability is to own and drive the activation planning process as well as leading key partners)
This role is the key arbiter of where and how and at what level our brands invest at the moment of choice. Deciding, for example, that brand is to be prioritized within a channel or segment has major implications for that brands long-term growth and should be grounded and built in a commercial way that moves our business forward. The CP&A Manager should have constant focus on recruitment and re-recruitment supporting the mental availability agenda through the line by delivering outstanding Physical Availability plans for the brand.
Will have access to and stewardship of a portion of the Brands A&P budget to support BTL agency and other 3rd party work in support of the brands with the Trade Marketing Director. The CP&A manager will have a T&E budget that they will manage and use at their discretion to maximize their agenda and impact for the brands.
This role requires a deep understanding of all category & channel segment data, insights and shopper/consumer, trade, market trends and deep commercial knowledge. The role needs to lead and influence many internal partners across executive, supply, marketing, and sales functions to coordinate activity and consistency of outcomes.
The successful candidate will have 5-7 years of CPG brand/commercial experience in a fast paced, shopper/consumer insight driven, matrixed environment with business planning, commercial strategy and BTL creative skills important.
The individual will need to display comfort with change management and experience with customers (Beverage Alcohol ideally). Knowledge of the 3-Tier RTM a significant advantage.
Location: 3WTC, required 3 days per week in office.