Job Description :

ABOUT DIAGEO

Diageo is a premier leader in beverage alcohol with an outstanding collection of brands across spirits and beer! Diageo has over 200 outstanding brands – old and new, large and small, global and local, with brands sold in 180 countries at almost every price point, in every category to meet consumer demand. With revenues in excess of £11.8 billion, it is a constituent of the FTSE 100.

Diageo is the leading spirit player in every region of the world, highlighting a broad portfolio of both international and local brands. Diageo leads the top two largest spirit brands in the world, Johnnie Walker and Smirnoff, and 20 of the world’s top 100 spirit brands. Its portfolio includes Crown Royal, Cîroc and Ketel One vodkas, Captain Morgan, Buchanans, Don Julio, Casamigos, Tanqueray, Baileys and Guinness!

Diageo’s strong regional profile facilitates its exposure to the greatest consumer opportunities in the sector. Operating as 21 geographically based markets around the world and having a presence in over 180 countries, the flexible and responsive business model allows Diageo to collect consumer trends early and remain agile in delivering sustainable performance. Our commitment to sustained value creation ensures the continued focus on building a premier sales organization, investment in local production, and building the capability of local talent. Diageo employs over 27,775 people across its truly global business. The company applies country-specific strategies to meet local consumer and customer needs.

Diageo has built a strong platform for growth – through investment in its own brands and by acquisition to broaden the geographical footprint and category depth and range. Our strong local business units are well-positioned to win in increasingly driven and fast-paced environments. Diageo’s portfolio is well-diversified across price-tiers, enabling it to participate where consumer opportunity is greatest, and to gather shifts in consumer preference.

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere.

Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

ABOUT THE TEAM

Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future.

Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies. Using our genius and creativity, we unlock our brands’ uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we’re celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you’ll be celebrated and supported in our inclusive culture.

Responsibilities:

• The Trade Marketing Manager for DNAB (Diageo Non-Alc Beverages)works with the marketing and field sales team, activation managers, agency partners, in-house design team, national accounts and other cross functional partners to develop below-the-line (BTL), omnichannel programming that drives commercial growth for our non-alcoholic portfolio.

• This role develops commercial programming and tools that drive distribution, rate of sale and volume through national accounts shopper marketing programs, regional chain programming and on-premise initiatives.

• The role ensures we stay within our BTL marketing budgets by focusing on ROI efficiency with our external agency partners and activation managers, ensuring we hit our annual targets while remaining within budget.

• Develop programming & tools with an integrated marketing lens to support our field sales, national and regional accounts.

• Adapt national programs to a regional level by collaborating with activation managers and senior managers, showing excellent customer service and agility.

• The Trade Marketing Manager crafts and creates compelling sales stories and required tools (e.g. sell sheets, sell decks). They bring a competitive advantage to our sales approach by thinking outside the box in tool delivery (e.g. print vs dynamic mobile content).

• This role manages BTL agencies from brief to implementation for all BTL programming for both brick-and-mortar and digital channels. They inspire and manage creative teams to deadline and within budget.

• The Trade Marketing Manager supports the Senior Commercial Planner in ROI analysis of all BTL programming; this person acts decisively in adapting existing programming to drive greater commercial return in a rapidly evolving category environment.

• The Trade Marketing Manager must employ Next Gen Marketing principles with a constant focus on recruitment and re-recruitment – supporting the mental availability agenda through the line by delivering outstanding Physical Availability programs for the brand.

• Protect each brand’s individual DNA and support the marketing team in implementation and execution of portfolio programming and tools.

Financial Accountabilities:

• Accountability for BTL agency A&P budgets and other 3rd party work in support of the brand(s).

• By evaluating execution of previous and existing programs, provide strategic guidance on BTL growth drivers through the planning process.

• Run T&E budget with discretion to improve agenda and impact for brands.

Leadership Accountabilities:

• Leads all BTL marketing planning and delivery of programs for and on behalf of the trade marketing team – handles their appropriate budget share

• Collaborates with brand/innovation, activation, field sales organization to deliver brand BTL programs and tools on time in full (OTIF)

• Lives the Diageo Performance Ambition and demonstrates deep commitment to our Leadership Standards

• Line manager for two junior team members – a Trade Marketing Associate and Trade Marketing Analyst – supporting their commercial marketing growth and fostering their career development.

Complexity of the Role:

• This role requires a deep understanding of all category & channel segment data, insights and shopper/consumer, trade and market trends.

• Role requires strong collaboration across dedicated non-alcoholic brand & commercial teams.

• The role needs to lead and influence a large number of internal partners across leadership, activation, field sales and marketing functions to coordinate activity and consistency of outcomes. This role has the added complexity of creating tools for unique non-alcoholic partners and additional non traditional distribution networks in key markets.

Key outputs & Results:

• Delivers “fewer, bigger, better” brand activations that truly impact the brand performance in service of the Mission – grow share and deliver financial and consumer imperatives

• Understands their role in supporting the Brand ‘Must Do’s’ in service of the Mission/Plan and delivers against it

• Grow yourself and others by living our Performance Ambition and leading through action.

Experience / skills required:

• 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.

• Comfort with change management and experience with customers (Bev Alc. ideally) and the 3-Tier RTM required.

Lean in to our “dial up behaviors” and core values

• Be externally curious

• Collaborate efficiently

• Experiment and learn

• Act decisively

Flexible Working Statement:

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.

Rewards & Benefits Statement:

We recognise and value performance, offering our people a highly competitive Rewards and Benefits package.

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this. We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

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

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Worker Type :

Regular

Primary Location:

3WTC

Additional Locations :

Chicago North Office

Job Posting Start Date :

2025-02-14

Salary Range:

Minimum Salary:

$105225

Maximum Salary:

$175375

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others. (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.) The salary range displayed is the salary range for the role’s primary location.

With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we’re building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world.

Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you’ll collaborate with talented people from all corners of the world. Together, you’ll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.

With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you’ll be empowered to be you. Just bring your ambition, curiosity and ideas, and we’ll celebrate your work and help you reach your fullest potential.

DRINKiQ

What's your DRINKiQ? Take our quiz to understand how alcohol is made and explore the effects of drinking. You can discover everything you need to know at DRINKiQ (https://www.drinkiq.com/en-gb/)