Shopper Planning Manager

Job Description : Diageo Context
Diageo was created in 1997 but its business is built on the principles and foundations laid years before by giants of the industry – Arthur Guinness, John Walker, Elizabeth Cumming and many more. Today, Diageo is a world class leader in beverage alcohol, producing an outstanding collection of over 200 brands and owning the top two largest spirit brands in the world, Johnnie Walker and Smirnoff and 20 of the world’s top 100 spirit brands. Its portfolio also includes Crown Royal, J&B, Buchanan’s and Windsor Whiskies, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo has built a strong platform for growth – through investment in its own brands, and by acquisition to broaden the geographical footprint and category depth and range. The company’s strong local business units are well-positioned to win in increasingly competitive and fast-paced environments. Diageo’s portfolio is well-diversified across price-tiers, enabling it to participate where consumer opportunity is greatest, and to capture shifts in consumer preference. Diageo's culture is built and maintained by the five values that underpin its business and guide how Diageo works. At Diageo, employees are passionate about its customers and consumers and want to be the best. They give each other the freedom to succeed and value each other. Employees work hard so they can be proud of what they do and how they do it. While Diageo moves at pace, constantly evolving and improving, its values remain consistent. Diageo wants that employees live these values every day, everywhere so that Diageo can be proud of what they do and be the best that they can be. More about Diageo is available at its web site: https://www.diageo.com/ Role Dimensions Being passionate about our consumers sits at the heart of our values and how we deliver our performance ambition. Winning at the point of purchase, with customers is fundamental to brand and business growth as retailers and wholesalers determine how our categories and brands are presented to consumers and shoppers. Shoppers increasingly buy from a repertoire of brands and the vast majority of decision making is made at the point of purchase hence our ability to influence the point of purchase is critical to business growth. The effectiveness of our shopper marketing is therefore fundamental and will focus on driving recruitment and/or premiumisation across the different shopper missions and sub channels (wholesale, ecommerce, grocery, convenience etc). Both the brand teams and the shopper marketing team will be organised around sub categories (eg beer, whiskies) but having true behavioural understanding of shopper behaviour in different channels and occasion to build our understanding around how to nudge behaviour across the shopper journey is essential. This will define the creative briefs and creative development and will inform the channel blueprints defining growth driver prioritisation and activation standards by activity and channel. This person is the vital link between brand and shopper. Ensuring that we are merging the insights from our customers and shoppers with our brand and consumer insights in order to create breakthrough shopper programmes. Top Accountabilities Functional: To achieve our ambition this position must be much more than a skilled research practitioner, you must:

• Be deeply curious about consumers, shoppers and our brands
• Be obsessed with fuelling the category and shopper teams with shopper provocations that instigate change
• Be immersed in customers and passionate about winning through them and for them
• Lead the briefing and management of agencies to ensure we are unlocking the insights required e.g. How do consumers shop the non alc fixture
• Ensure robust M&E is in place , to develop comprehensive understanding of behaviour change and corresponding drivers of performance
• Work in partnership with the Customer and Shopper Marketing managers to ensure rigour in our planning , thinking and ultimately ensure that executions unlock the key insights

Ideal experiences / Qualifications / capabilities

• 6+ years proven track record in research/planning roles ideally with a significant focus on shopper
• Evidence of sound quantitative analysis.
• Insatiable curiosity for understanding consumers and the world they exist in, with evidence in applying this to drive growth
• An ability to bring the future to today’s world and roadmap actions to make it happen (within a commercial context)
• An individual who has the ability to influence across senior levels

Working with Us Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying. Join us and you can also expect a highly competitive and flexible rewards and benefits package, including:

• Contemporary work life balance policies and wellbeing activities
• On site gym or subsidised gym membership
• Contributory pension scheme
• Comprehensive health insurance for you and your family
• On site nursery or vouchers
• Annual bonus of circa 15% of your base salary (dependent on performance)
• Share options
• 28 days’ vacation per annum

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. From Arthur Guinness to Johnnie Walker, our business was founded on people of great character and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve. Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people. We're looking for people with creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level! Feel inspired? Then this may be the opportunity for you! Worker Type : Regular Primary Location: 1HQ Additional Locations : Job Posting Start Date : 2023-04-13