Customer Marketing Manager, Diageo

Salary not provided

Excel

Senior level

Toronto

3 days a week in office

Alcoholic beverage company

Job no longer available

Alcoholic beverage company

1001+ employees

B2CRetailFoodManufacturing

Job no longer available

Salary not provided

Excel

Senior level

Toronto

3 days a week in office

1001+ employees

B2CRetailFoodManufacturing

Company mission

To be one of the best performing, most trusted and respected consumer products companies in the world.

Job

Company

Role

Who you are

Undergraduate degree (BComm/BA) required
Minimum 5 years’ work experience within Sales and Trade Marketing
Proficient in Microsoft Office applications, including Outlook, PowerPoint, and Excel
Excellent written communication skills
Self-Starter
Organized and able to prioritize multiple tasks effectively
Demonstrated leadership, teamwork, and analytical skills
Strategic thinker and problem solver with a proactive and creative approach
Adaptable and enthusiastic about working in a fast-paced and dynamic environment
Able to communicate well with others and collaborate as part of a team

What the job involves

The primary role of the Customer Marketing team is to develop national below the line (BTL) programming that is grounded in consumer, shopper, and customer insights to enable Diageo and our customers to win at the moment of choice
This is done by collaboratively working with our Diageo Brand, Sales and Insights teams
The Customer Marketing Team also develops our national sales execution tools for our Diageo and Broker sales teams
Each Customer Marketing Manager will own the above for their assigned categories and brands in Canada, including category reviews and a deep understanding of distribution, volume, and performance opportunities
The Customer Marketing Manager – RTD & Beer will own the development of all BTL branded program elements, ensuring the brand strategy is properly represented in retail, On Premise (OP) and other customer focused experiential environments
Each Customer Marketing Manager creates programs in collaboration with their brand partners, establishing how the programs will be implemented and developing the supporting sales materials required to enable gold standard execution at the point of purchase
They will work independently or with our creative agencies to develop program ideas and ensure all creative elements are ready on time for national and regional program execution
Customer Marketing Managers are also responsible for communicating these programs to Diageo Canada and our Broker partner within proper lead-times, nine months “planned” and six months “ready” and two months “execute” to ensure Diageo Canada and our Br;oker partner have sufficient time to plan and deliver best in class execution
This role is accountable to create and deliver commercial programs with executional selling materials on time and in full to key partners, to achieve category and Diageo Canada volume growth targets. In addition, this role is critical for having a deep understanding of their brands and categories
Accountable for building the national BTL strategy within the total Brand Plan
Development National BTL programs including POS Tools, displays, creative, selling materials delivered on-time and in-full
Responsible for the National BTL Budget Management
Creation of incremental National Retail and OP programs for their respective brands/categories to help close gaps and/or capitalize on existing or new opportunities
Develop National content for sell sheets, selling decks and launch kits
Meet deadlines to coincide with our continual planning cycle and executional calendar of 9 months planned, 6 months ready, 2 months execute
Collaborate with the Diageo Canada and Broker Sales teams to build tools and programs that drive our Big Bet, Core, Reserve and Innovation agenda
Collaborate with our Diageo sales and Broker teams to develop plans that improve Diageo’s visibility at points of Shopper engagement, both Retail and On Premise
Lead the development of customer focused experiential events to support our brand strategies
Communication of program tools and objectives to Diageo and our Broker nationally
Manage and build relationships with key Below-the-Line (BTL) agencies and CPG partners
Create all the elements required for Retail and OP programs within Canadian regulation and the Diageo Marketing Code, including:
BTL Creative
Print-on-Demand (POD) Assets
POS Tool selections, including approved packaging design where necessary
In-Store Displays
Kitted programs for brand execution
Selling material content
“Bring Diageo brands to life” with our Liquor Jurisdictions and OP customers
Champion our Canadian compliance agenda in all that we do

Our take

Multinational beverage company Diageo was the result of a merger between Guinness and Grand Metropolitan, a leisure and property conglomerate, in 1997. Spearheaded by then-Guiness executives Anthony Greener and Philip Yea, the merger sent stocks skyrocketing and by December of the same year, Diageo was listed on the London Stock Exchange.

As the owner of many of the global leaders in alcoholic beverages (think Ciroc, Smirnoff, and Tanqueray), Diageo has made a number of savvy acquisitions and sell-offs, expanding its portfolio beyond Europe and into the Americas, the Middle East, and Asia.

Over the past decade, however, it has had to face the rise of craft and independent brewing, with companies like Brewdog becoming new competitors. Rather than acquiring these craft beer companies, Diageo has focused on branding Guinness in a way that fits the craft mould. This involved initiatives like The Brewers Project.

During the early 2020s, Diageo also weathered an alcohol sales decline but has bounced back with a renewed focus on cold brew coffee liqueurs and Guinness blends, as well as further acquisitions that have included that of actor Ryan Reynolds’ Aviation Gin.