Diageo – Consumer Planning And Marketing Effectiveness Manager.

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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 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. 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.

Consumer Planning

Diageo is committed to becoming the best performing, most trusted and respected consumer products company in the world.  Being passionate about our consumers and customers sits both at the heart of our values and how we will deliver our performance ambition in every country where Diageo operates. 

Our role as Consumer Planners in Diageo is ‘to lead the total business with ideas and insights that sell more.’ Our stakeholders expect us to excel at leveraging our unique skill at leading the business to make the right strategic and commercially savvy evidence- based decisions within the ever-changing context of our consumers and customers lives.

Our function is rooted in a ‘Planning’ philosophy and mindset. We have an industry recognized track record of thought leadership, beyond functional research expertise, strongly influencing brand building thinking and how we do marketing at Diageo.

We seek to attract the best and the brightest leaders and inspire them to deliver their best work ever. 

As a Consumer Planning community we are committed to investing in our people – in capability development, coaching and building powerful relationships within Planning, cross-functionally and with our agency partners. 

To achieve our ambition and realize our potential, our planners must be much more than skilled research practitioners, they must be:

They must be able to:

  • Define and articulate opportunities for brand/category/market growth

  • Synthesize data and understanding from multiple sources – quantitative and qualitative – and join the dots in a meaningful, actionable way. 

  • Uncover deep insight but also generate the implications that will drive growth

  • Apply learnings from measurement and evaluation to increase productivity of our A&P spend

  • Ruthlessly prioritise the finite time available to focus on tasks that add maximum value to Diageo – stop or delegate everything else

  • Effectively influence the business to make the right consumer/ shopper led strategic and commercially savvy decisions

  • Fuel the business with consumer/ shopper led provocations and understanding to instigate change

  • Externally attentive – to culture, trends and market place dynamics to detect the factors that could positively or negatively impact growth



Manage consumer planning  full year budget

Marketing Complexity

Kenya (Consumer Planning)

East Africa (Marketing Effectiveness)

Leadership and Functional Responsibilities

  • Bold, influential leaders who are inspired by proactively shaping the business and future trends

  • Deeply curious about consumers, shoppers, our  brands and markets

  • Immersed in culture and obsessive about harnessing it

  • Innovative and creative but also intellectually rigorous  in the thinking –  a master of both the art and the science of Planning                                                        

  • Truly collaborative, a key team player but an objective voice of reason  

  • An industry thought leader and agitator

Top Accountabilities


  • Leads the proactive identification and communication of opportunities for growth for categories and brand by ensuring consumer and cultural insight is at the heart of relevant strategies and executions. Ensure these opportunities are present in the Category/Brand Vision and Strategy, with compelling ideas for execution

  • Enable the creation and/or execution of outstanding growth drivers by unleashing deep consumer and cultural understanding in combination with previous learnings (on this and other brands)

  • Create a sustainable and vibrant consumer culture across the Brand/Category team by leading by example in having a deep immersion and expertise in not only the consumer, but specifically popular culture, to ensure that growth drivers are culturally resonant and the enable cultural traction and fame for the brand

  • Provide strategic leadership, insight/key learning throughout the annual planning process. This ranges from measuring and evaluating previous years’ activities, to providing consumer insight and inspiration, to facilitating workshops, to leading the category/brand team with an objective opinion on the key issues to be addressed and the way forward

  • Own all stages of primary and secondary research, from methodology selection to vendor management to maintaining high standards of reporting to ensure learning is presented in an actionable, inspiring way. Make judgment on which information to use and the level of confidence people should have in using it. Importantly, ensure all research is compliant with our Responsible Research Policy.

  • Manage and leverage external research agency partners to derive maximum value of the data and insight they provide

Market Effectiveness in East Africa

  • Understand and manage Diageo market effectiveness tools for monitoring  and evaluation (Marketing and digital Catalyst)

  • Provide intermediary services between our media planning agencies and the brand teams in terms of managing marketing catalyst platform

  • Co-ordinate with global productivity team on local requirements and needs.

  • Debrief the head of consumer planning on reporting calendars for market catalyst

Top Accountabilities

  • Proven track record in research/planning roles with a significant focus on strategic brand planning. Brand positioning and advertising development experience an imperative. As is evidence of sound quantitative analysis.

  • Extensive and proven experience in multimarket, complex environments.

  • Insatiable curiosity for understanding consumers and the world they exist in, with evidence in applying this to drive brand growth

  • An ability to bring the future to today’s world and roadmap actions to make it happen (within a commercial context)

  • An individual who has the ability to influence across senior levels in the Category and Brand Communities

  • Resilience combined with emotional intelligence to build collaborative and powerful relationship

  • 7+ years relevant experience

Diversity statement

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, disability, religion, gender 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.


Character Is Everything





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