PURPOSE OF THE ROLE: The purpose of the role is to manage the overall brand health and in-market performance of the brand. In service of this, the candidate is required to pull together and inspire an eco-system of external partners and internal cross-functional teams towards delivering NSV, market share, recruitment (P4W), brand health targets set for the year. The role is accountable for shaping performance of the brand by developing an inspiring Marketing Business plan (MBP) and delivering creative excellence, media first thinking, performance management and championing compliance norms.TYPICAL ROLE REQUIREMENTSQualification: MBA with specialization in Marketing (tier I/ II institute)Experience: Minimum 8 years’ experience in Marketing with at least 2 years’ experience of working with a lifestyle brand/category. Alcobev experience is a plusKnowledge & skills:Proven record in translating consumer and customer insight into effective growth driversHas an eye for design thinking and creative excellenceBrilliantly executes with immense attention to detailStrong Analytical skills with a keen ability to draw out insights from dataDrives Next Gen Marketing thinking and principles clearly through each key strategic work stream and execution elementsPowerful articulation and storytellingStrong Commercial Acumen and proven record of agility in managing performanceInspires agency partners and rallies them to effective implementation in service of the brand agendaBest Suited for Someone whoThrives in a performance based cultureOpen to learning and unlearning and willing to take BIG betsComfortable with the complexities of a digital world and strives to find opportunitiesAble to influence and inspire people towards on an agendaA person with great imagination and creative orientationAREAS OF RESPONSIBILITYPERFORMANCE MEASURES (QUANTITATIVE / QUALITATIVE)Win through executionLead the development, selection and deployment of all growth drivers as a part of GAME planning backed with clear ROIs and learning plansEnsure flawless execution of growth drivers in collaboration with central customer marketingAccountable for overall management of brand budget (ATL) to drive effectiveness and efficiency of spendsLead all brand performance discussion in internal review meetings and influence clusters (BPMs, SNOP etc)Lead the brand influencer and advocacy plan development and execution in partnership with the I&A teamAccountable for the development of brand communication/content/key visuals look based on the finalized platform/creative ideaResponsible for development of brand architecture, advertising architecture, packaging architecture and brand out innovation approach in consultation with the innovation teamLead the development and execution of the "Brand purpose vehicle (BPV)" business strategy plan by collaborating with the proxy brand ecosystemShape the futureResponsible for reframing the mid and long-term BRAND STRATEGY by constantly learning from the environment and setting bold an ambitious plans for the futureUse personal impact and influence with all internal and external stakeholders to bring together teams in service of delivering brand's ambition and performance.Invest time in building relationships with partners to constantly keep business updated with new trends and ideas that can be applied to unlock performance.Build and implement a pipeline of ideas that are being tested as future growth drivers. work with internal and external partners to experiment and take some risksLead Innovation/Renovation project commercialization from Gate 5 to Gate 6 with support from BCC Project Manager & Innovation HeadInspire through purposeInvest in self and lean on managers to find a connection between personal purpose and that of DiageoFoster team spirit and healthy competitiveness with peersInvest in building win win relationships with COEs and cross-functional team that lead to powerful co-creationPart-take in leading and solving internal agendas and issues that move the organization/team forward togetherInvest in talentBe responsible for fire-starting a knowledge sharing environment with peers to other colleagues to facilitate learningBe inclusive and open to diverse ideas and viewsRole model team spiritLead as an example of resilience and agility in a VUCA environmentDiversity statementCelebrating 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 identity, sexuality 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.
Job Title
Senior Manager - Brand