Consumer Planning Manager, Premium Core at Diageo

Purpose of Role

• The role of the Consumer Planning team is to proactively provide a holistic, end-to-end view of the growth opportunities in our market and to guide the development of interventions to harness these opportunities from a culture, consumer and shopper point of view. This team is expected to uncover deep penetrating insights about occasions, purchasing and consumption behaviours and use these insights to inspire marketing strategies and plans which ensure we drive purchase through all channels.

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
• Collaborate with the marketing teams to 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
• Own and lead the Marketing Business Planning process: 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
• Drive an M&E culture to ensure continuous review of growth driver implementation, performance and continuous improvement of brand building efforts
• 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

Qualifications, Experience, and leadership 

• 4 years of integrated media or connections planning experience, with strong social and digital media experience
• Demonstrated ability to think strategically, stay on the pulse of competitive and market activities,  as well as industry trends
• Successful and productive relationship management with agency partners
• Strong drive and determination.  A track record of beta testing & optimization.
• Expert at dealing with ambiguity and complexity and proactively uses these moments to display leadership and take control
• A master at influencing skills across all levels of the organization to build belief in others and drive action