Global Brand Director, Diageo

Bulleit

$140.8-234.7k

+ Stock Awards

Senior level

New York

Office located in Lower Manhattan, NY

Alcoholic beverage company

Job no longer available

Alcoholic beverage company

1001+ employees

B2CRetailFoodManufacturing

Job no longer available

$140.8-234.7k

+ Stock Awards

Senior level

New York

Office located in Lower Manhattan, NY

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

5-7 years+ marketing experience in Consumer Packaged Goods Company (preferred)
Experience working with global teams and local commercial organizations required
Effective grasp of consumer strategy and industry competitive dynamics
Brand cost center management
Effective brand project management
Effective problem solving, and decision-making
Annual brand operating planning/GAME planning
Exposure to/experience of advertising development
Proven success in fast paced environment
Marketing plan development and execution
Demonstrated ability to manage multiple high priority projects effectively
Ability to analyze data and specific market information while recommending business action steps
Ability to simplify complex issues and drive to action
Demonstrate ability to enroll and motivate a complex commercial organization
Ability to represent the company effectively and professionally with external JV parties

What the job involves

This role is accountable for the growth of Bulleit internationally. Key deliverable to become 3rd biggest US whiskey globally
Will partner with the US and international markets to develop the best growth plans and tools to drive rest of world growth
Should facilitate market shared understanding of standard methodology growth model and searching and spinning of most effective activity across markets
Accountable for leading all major pieces of activity including authorship of annual Global GAME plans, budgets and development and re-application of the major growth driving platforms on Bulleit. These include – 365 Essentials, BTL, Experiential Marketing, Online/Digital/Social, Trade Advocacy, and Influencer Partnerships
Responsible for leading communication with Global Ambassadors, Trade, and Reserve team in order to gain activation of brand activity and alignment of strategic priorities. Owns World Class activation for Bulleit
Responsible for development of brand GAME plans
Responsible for briefing, development and internal communication of Brand Growth Drivers
Accountable for creating and maintaining consistency of brand world and look n feel
Responsible for brand activity proposal and evaluation
Responsible for managing brand/brand group budget
Responsible for category performance analysis, and developing intervention plans to address or exploit issues and opportunities
Responsible for collecting competitive intelligence and recommending appropriate action
Analyze brand performance
Identify key brand issues and competitive trends
Delivery of the annual Bulleit GAMEPLAN - activity plans flowing from the agreed consumer driven strategies which provide direction, tools and materials for activation of the strategy
Development and Implementation of key elements of brand plan such as 365 essentials, Advertising, Media, Gifting, Influencer Partnerships, Trade Advocacy, RM and World Class Activation
Develop and manage the Tom Bulleit Global advocacy plan
Brand budget management and activities supervised to approved quality and budget parameters

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.