Shopper Marketing Manager

2 weeks ago

Bengaluru, Karnataka, India DIAGEO India Full time

Title :

Senior Shopper Marketing Manager PURPOSE OF THE ROLE This role works in the Shopper Marketing Team in head office that is responsible for the development and delivery of the Shopper Marketing for our brands and categories.


This team is involved in developing the store ready mechanics and assets for each TTL growth driver aligned in our brand plans (MBPs) and Cluster Activation Plans agreed in our Joined Up Business Planning process each year.


In addition to project management this person will have a good understanding of the retail and bar environment and path to purchase, and will recommend what it takes to Stop, Engage and Land (SEL) to turn a shopper/consumer into a buyer of our brand.


They will work with Brand Marketing to understand brand positioning and visual assets, and will work with a Shopper Marketing Agency to develop the mechanic, materials, visuals etc for each program, seeking input and alignment from Regional Customer Marketing and Activation teams in cluster, to deliver store ready assets on time in full for brilliant planning and execution.


TYPICAL ROLE REQUIREMENTS Qualification:

MBA in Sales & Marketing Experience:

  • 6-10 years experience

experience in Marketing / Sales Knowledge & skills:

  • Creative/Co-creative - love marketing ideas and inspiration and seek ways to delight consumers and shoppers, with ability to work in partnership with Marketing to build brands consistently.
  • Shopper understanding - understand shopper behaviour and insights and can leverage this into ideas that turn shoppers into buyers of our brands
  • Customer understanding - understand customer needs and able to translate these into mechanics and programs that win for both customers and shoppers.
  • Agency management - able to brief, inspire and engage agencies to produce the best work of their lives for our brands.
  • Project Management - able to manage multiple projects to clear timelines for DIFOT execution
  • Communication - strong cross functional skills and ability to engage and enroll others in your recommendations
  • Procurement and Production - experience working with Procurement and vendors to prototype and produce items to a high quality standard Best suited for someone who
  • Curious and bursting with ideas
  • Someone who can thrive in a matrix structure with exceptional cross functional partnership skills
  • Organised and planned, can handle a number of projects at once and always delivers on time AREAS OF RESPONSIBILITYPERFORMANCE MEASURES (QUANTITATIVE / QUALITATIVE) 1 Shopper Marketing
  • Develop an excellent understanding of shopper and customer insight along with the effectiveness and efficiency of different growth drivers to contribute strong recommendations on the shopper marketing and growth drivers that will drive performance.
  • Partner with Brand Marketing and Regional Customer Marketing in the Annual Planning process to recommend and agree what growth drivers are needed on each brand based on data and learning
  • Work with Shopper Marketing Agency to develop the creative, mechanic and assets for each growth driver to "stop, engage and land" in store/bar, turning shoppers into buyers of our brands.


Work with Shopper Marketing Agency to develop the creative, mechanic and assets for each growth driver to "stop, engage and land" in store/bar, turning shoppers into buyers of our brands.

Qualitative - high quality MBP and Cluster Plans that are approved on time.2 Engage cross functionally to balance brand and cluster needs

  • Maintain strong connection with Brand Teams and their agencies to ensure an excellent understanding of brand strategy, positioning, visual assets and big ideas so that shopper marketing is building brands to achieve our portfolio strategy.
  • Constantly seek to understand any justafiably different cluster regulatory or executional needs and adapt mechanics and assets so they are easy to execute and drive great performance outcomes.
  • Work cross functionally to identify, debate, discuss and resolve tensions between brand and cluster needs to deliver fewer, bigger, better programs that drive performance outcomes, budget productivity and build our beautiful brands.
Qualitative - feedback on quality of cross functional working.

3 Deliver cluster ready and store ready assets

  • Work with Shopper Marketing Agency to deliver store/bar ready assets (visuals, items, mechanics etc) ready for excellent DIFOT (delivered in full on time) execution in each cluster.
  • Partner with Procurement and Regional Customer Marketing (budget holders) to agree on all items/services and their specifications that need to be procured for each program.
  • Prototype items and oversee production to ensure high quality and durability.
  • Ensure clear and timely communication and cataloguing to enable Clusters to purchase and distribution and execute items as planned.
Qualitative - deliver great shopper marketing programs and store ready assets for all programs on time in full.4 Execute, track and learn

  • Oversee execution including market visits to gather insights and learning on programs in market to enable improvements and optimisation.
Qualitative - learnings and improved productivity.

Diversity statement Celebrating 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.s for us to respect the unique contribution each person brings.

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