Diageo – Senior Brand Manager – Tusker Sports (Nairobi).

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About us

From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the diversity of our talent and strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve.

Kenya Breweries Limited is the largest alcoholic beverage company in Kenya and accounts for over 80% market share with over 96% share of the beer market.  We market a large portfolio of alcoholic and some non-alcoholic beverages across the East Africa region and our association with Diageo also makes us the leading premium spirits company in East Africa. We own the leading beer and spirts brands in Kenya including Tusker, Guinness, Senator, White Cap, Balozi, Johnnie Walker, Smirnoff Vodka, Kenya Cane and Chrome Vodka.

The alcohol market in Kenya is changing rapidly due to the emergence of a more discerning and technologically connected consumer coupled with constrained disposable income. The category continues to become more sophisticated, both at consumer and retail level with increased competition, varied offers and world class best experiences.

Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people.

Feel inspired? Then this may be the opportunity for you.

About you:

We’re looking for a star marketer/innovator. A brand builder with a GM-mindset, is digitally savvy, has creative instinct and commercial pragmatism; with true passion for our products and the vision to rally the business to push beyond expectations. Someone with the passion to become a Beer Category expert in Africa, helping key internal and external stakeholders navigate the complexities of the ever-evolving Beer category.

A well rounded marketer who has the drive and impact to ensure the business maintains disproportionate focus on our local beer portfolio and brilliantly executes our commercial and marketing strategies. A highly effective and autonomous operator who can forge great relationships across a matrix organization (commercial, customer marketing, supply, finance, CP&R, C&E).

An individual with a genuine interest in sports.

The journey will not be easy, our competitive landscape is fierce – but if you have the appetite to take on a career-defining challenge, then read on.

Marketing:

At Diageo, we boast a wealth of admired brands that few companies can rival. With names such as Baileys, Guinness, Smirnoff, and Johnnie Walker there’s a rich legacy of character and outstanding products to promote. And we rely on passionate, driven marketers to celebrate these brands and ensure their future success. Whether you’re involved in launching a spirited and innovative campaign, developing fresh and exciting products, tapping into a new generation of consumers or delving into the insights that spark the next big idea, there are a huge variety of projects and roles on offer. But all our positions demand the same levels of resilience, strategic thinking and creativity that drives growth and does justice to the quality of our brands.

Character is everything to us at Diageo. We’re looking for the bold, daring and pioneering spirit that has sustained us for hundreds of years. If you share our sense of adventure, you’ll thrive here. With opportunities to shape the career you want, through continuing learning and development, and the support of talented peers.
 

About the Role:

Reports to: Head of Marketing, Beer (East Africa)

 

KEY DELIVERABLES:

Strategy

  • Lead business to realize our F22 commercial strategy

  • Develop and deploy world class marketing business plans that are insight driven, consumer focused and commercially viable

  • Work with Consumer Planning & Research for provision of up to date brand performance and consumer insights

 

Performance

  • Accountability for Market Performance, in close partnership with commercial teams

  • Lead or support interventions as required Manage the P&L to unlock growth

  • Manage advertising and promotion resources as allocated, drive effective and efficient use of Media pend and support the Shopper Marketing team to ensure BTL spend efficiency.

 

Build the Brand: Content and Culture

  • Partner with Global Brand Teams, Media and Advertising agencies for brand strategy search & spin and development of effective brand communication; brand communication planning and media spend optimization

  • Deliver brilliant creative content & assets with path to purchase triggers

  • Develop and deploy a world class digital strategy and ensure our brands secure a strong digital/online footprint

  • Vibrant brand world brought to life at all touchpoints, experiences, events and at POP

  • Multi-channel communications model which step-changes awareness and (re)recruits consumers at scale, and builds vibrant brand in culture

  • Drive internal passion for beer and help build beer category capability

 

Commercial Roadmap

  • Maintain a ‘launch mentality’ to ensure we are within arms reach of all relevant consumption occasions (right distribution, right SKU, right occasion)

  • Bring FMCG focus to create through-the-line drivers of Last 7 Days penetration growth

  • Engage across the organization through cross-functional collaboration & pro-active stakeholder engagement; ensure strong and supportive relationships across departments

 

Key Marketing Capabilities

Building purposeful winning brands

  • Compelling brand story-telling: Able to craft compelling brand and strategic narratives that energize consumers and the business

  • Strategy Activation: Consistently develop plans that beat volume, NSV and CAAP targets.

  • Connection planning: A social native and commercial realist. Adept at delivering brand content and experiences in all the moments that matter

  • Excellence in social media/consumer conversations- manage the development and distribution of the brand content to engage with consumers in culture

 

Driving Marketing Performance

  • Brand Performance Analysis: Has demonstrated rigorous, robust brand performance analysis, and identified issues and opportunities to drive recruitment

  • Commercial Acumen: Leverages understanding of category and customer profitability, and competitor landscape, to make recommendations that create value for customers and brand/category

  • P&L Management: Understands a brand’s P&L and levers to manage profitability

  • Measurement and evaluation to drive A&P productivity-Media performance management to ensure efficiencies and effectiveness via productivity tracking and use marketing catalyst to track -performance

 

Delivering Integrated Execution

  • Creative judgement: Good instinctive judgement on evaluating creative ideas and giving simple, effective feedback vs fit to brief

  • Multi-channel execution: create great plans and distribute content that grow salience and drive recency, impact and reach across the path to purchase

  • Pace and agility: Instinctive feel for what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time

  • Flawless Execution: Consistently executes marketing programmes with excellence

  • Using Digital Tools- apply technology, platforms to enhance connections with consumers including use of Sprinklr for social listening, moderation, asset management and performance management

 

Using Insights to Sell More

  • Demonstrates consumer curiosity (external focus, cultural trends)

  • Proven grasp of data analysis, tools and techniques

  • Good knowledge of media & digital landscape / opportunities

 

Forging Powerful Partnerships

  • Managing productive partnerships: Manages productive relationships with internal and external partners, including C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and ROI

  • Multi-channel planning and management: Works with agencies to ensure optimal media mix; delivers effective and efficient media pans that drive impact, recency and reach

 

Key Leadership Capabilities

Win through Execution: Lead bold execution in a fast changing world

  • Act like owners by holding self and others to account for highest standards

  • Scan the environment constantly and adapt plans with pace

  • Inject a restlessness to win and unlock capacity to decide and act quickly

  • Demand brilliant execution to ensure we always win at the point of purchase

 

Shape the Future

  • Enable others to imagine the future and be brave to act boldly now

  • Set context and empower people to experiment and unlock opportunities for growth

  • Insist on sufficient data and insights that quickly move us to action

 

Inspire through Purpose

  • Inspire teams to take entrepreneurial risks; encourage and recognize learning

Qualifications and Experience Required:

  • A Bachelor of Commerce Marketing or business degree or equivalent

  • Minimum of 5 years marketing experience preferably in the FMCG environment.

  • Experience in the development and execution of marketing strategies.

APPLY

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is in itself, inclusive in nature, as it values everybody irrespective of background, gender, disability, religion or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexibility is key to success in our business and many of our staff work flexibly in many different ways. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.

 

Character Is Everything

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Diageo

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