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Cp&A Manager, Disruptive Whiskey
Company | Diageo |
Address | New York, NY, United States |
Employment type | FULL_TIME |
Salary | |
Category | Beverage Manufacturing |
Expires | 2023-05-24 |
Posted at | 1 year ago |
- The CP&A 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 plans for the brand.
- The role leads our overall BTL marketing investments to ensure optimized delivery of annual targets.
- This role represents the ‘customer’ and ‘shopper’ in the Joined-Up Business Planning process (internal planning). They are the guides in Brand Activation at the Moment of Choice and act as the advisor for brand to ensure commercial reality is baked into brand/consumer plans.
- The Commercial Planning & Activation role is the key arbiter of where and how and at what level our brands invest at the “moment of choice”. Deciding, for example, that brand is to be prioritized within a channel or segment has major implications for that brand’s long term growth and must be a grounded and built in a commercial way that moves our business forward.
- The Commercial Planning & Activation Manager, Disruptive Whiskies works with brand teams, partner sales teams, agencies, the Activation community, and other cross functional partners to develop commercial plans, category growth drivers and brand activation programs to exploit growth opportunities for our emerging brands.
- The Commercial Planning & Activation Manager – builds a driven advantage for Diageo by collaborating, crafting and communicating the brands physical availability priorities across On, Non & Off -Premise Channels.
- This role provides the critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications and programs are commercially sound, impactful and are grounded in deep shopper, retailer and RTM understanding.
- Provide strategic guidance on BTL growth driver investment through planning process.
- Run T&E budget with discretion to improve agenda and impact for brands.
- Stewardship of BTL brand A&P budget to support BTL agency and other 3rd party work in support of the brand(s).
- Lives the Diageo Performance Ambition and demonstrates deep dedication to our Leadership Standards
- Provides critical input to commercial (BPM) and brand reviews (QR) and other key internal meetings – leading commercial course correction where vital
- Leads all aspects of all commercial marketing/BTL planning and delivery of programs for and on behalf of the brand team – handles their appropriate budget share
- Collaborates with brand/innovation, wider customer marketing and sales/activation organization to deliver brand activity and requirements on time in full (OTIF)
- The role needs to lead and influence a large number of internal and external partners across executive, supply, marketing and sales functions to coordinate activity and consistency of outcomes.
- This role requires a deep understanding of all category & channel segment data, insights and shopper/consumer, trade and market trends.
- 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.
- Comfort with organizational change and experience with customers (Bev Alc. ideally) and the 3-Tier RTM a significant advantage.
- 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.
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