Shopper Marketing is a pioneering function at the forefront of both Consumer and Customer Marketing with the goal to turn shoppers into buyers of our brands through shopper propositions that are aligned to the Category, Customer and Brand goals. The Shopper Marketing Team plays a crucial role in bringing to life brand strategy at the point of purchase. The team closely collaborates with brand marketing to develop and execute strategies to influence consumer purchasing behaviour.
This role focuses on understanding shopper insights, collaborating with retailers, and creating targeted marketing campaigns to drive product visibility, engagement, and sales.
Top AccountabilitiesShopper Insights Analysis: Utilize shopper insights, market data, and consumer trends to develop actionable strategies and tactics to influence purchase decisions in-store and online.
Collaboration with Retailers: Negotiate and execute shopper marketing programs, including in-store displays, promotions, and co-branded campaigns.
In-store Activation and Merchandising: Develop and execute in-store activation plans to enhance product visibility, shelf presence, and shopper engagement, drive product trial and purchase. Monitor and evaluate the effectiveness of activities based on key performance metrics.
Promotional Strategy and Execution: Develop promotional strategies and tactics to drive traffic, conversion, and grow basket size. Collaborate with sales teams to ensure seamless execution.
Digital Shopper Marketing: Collaborate with the SWC E-Commerce lead to develop and implement digital shopper marketing strategies to engage shoppers across strategic online channels.
Cross-functional Collaboration: Provide insights to inform product assortment, pricing, and promotional strategies. Collaborate on the development of integrated marketing campaigns that leverage both brand and shopper marketing insights to drive sales and brand awareness.
Measurement and Analytics: Utilize shopper data and market research to evaluate campaign performance and identify opportunities for optimization; prepare and share regular progress reports.
Budget Management: Develop and manage the shopper marketing budget, allocating funds to different initiatives based on their strategic importance and potential ROI.
Qualifications, Experience, and LeadershipA Bachelor of Commerce in Sales/Marketing or business degree or equivalent.Proven track record in either Marketing and/or Sales (Customer Marketing). Minimum of 4 years experience.Strong creative judgment and good commercial understanding (of our customers and their shoppers).An individual who understands how to get things done within KBL and has the ability to influence across a broad network of the organization.An ability to inspire agencies to deliver great work and ideally some experience of working with key customers.Strategic thinking: A strategic and visionary leader able to make bold strategic choices that deliver for the short and long term.
Commercial acumen: An understanding of business end to end and providing robust counsel to the executive team.
Performance driven: Has an acute focus on performance and results, is highly accountable and determined to win.
Agile: Demonstrates pace and urgency, responding quickly to emerging threats and opportunities.
Influencing: Can navigate a matrix organization and build brilliant relationships internally and externally.
Personally resilient: Able to maintain emotional balance in the face of pressure and high-performance expectations.
Externally focused: Great external radar to spot opportunities and challenges and strongly networked into key communities of experts to understand market and legislation trends.
Invest in Talent: Track record of leading leaders and ability to build and nurture high-performing teams and insightful into what drives performance.
Our purpose is to celebrate life, every day, everywhere. Creating an inclusive culture, where everyone feels valued and listened to, is a crucial part of this. We believe the most inclusive and diverse culture makes for a better business and a better world. 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 countries in which we operate and to reflect our broad consumer base.
Join us, and you'll be part of an organization that embraces diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of — and help build — an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more. And you'll help us champion inclusion and diversity across our entire business: with our employees, our suppliers, across our brands, and within the communities in which we operate.
About UsWith over 200 brands sold in more than 180 countries, we're the world's leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we're building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted, and most respected consumer products companies in the world.
Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. Through our people, their legacy lives on. Join us, and you'll collaborate with talented people from all corners of the world. Together, you'll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.
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