Description

Diageo is hiring a Shopper Marketer responsible for developing and implementing in-store/bar programs for a designated category or brand). This role acts as the “bridge” between brand marketing (conceptualization) and customer marketing (execution), focusing on driving physical availability, shopper insights, and category growth at the “moment of choice”.

The Shopper Manager – Premium Spirits is responsible for driving premiumisation and conversion at the point of purchase by translating brand strategy into world-class shopper experiences across retail and on-trade environments.

This role is responsible for developing and implementing channel strategies to drive sales, distribution, and market penetration through premium core retail and distribution channels. This role involves building a strategy and framework geared towards optimizing channel performance and collaborating with cross-functional teams to achieve business objectives.

Role Responsibilities

• Channel Marketing and Promotion: create and carry out marketing and promotional campaigns customized for particular channels and brands to increase traffic, enhance sales, and raise brand awareness. Collaborate with marketing and creative departments to produce channel-specific marketing materials, Point of Sale (POS) displays, and promotional content. Track and evaluate the effectiveness of marketing and promotional activities by measuring return on investment. Modify approaches as needed.
• Shopper Marketing Strategy: Craft category and brand Shopper Marketing programs for scaled execution across multiple channels (on-trade/bars and off-trade/retail).
• In-Outlet Program Execution: Manage the cycle of in-outlet brand programmes, from initial brief to toolkit development, customer proposition, and final measurement & evaluation (M&E).
• Commercial Accountability: Own the in-outlet programme creation budget and deliver category growth (driving brand growth ahead of the category).
• Agency Management: Lead BTL (Below-the-line) marketing agencies to deliver high-quality, industry-leading POS materials and activations.
• Cross-functional Leadership: Work with Sales, Brand, and Supply teams to align on marketing business plans
• Distribution Management: optimize product distribution strategies to improve availability, reach, and shelf presence in target channels and markets; monitor and evaluate distribution network performance, finding opportunities for expansion, consolidation, or optimization; develop sales plans, targets, forecasts to drive market share growth.
• Market Analysis and Insights: conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape; apply market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel; stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance.
• Budget Management: develop and manage the category/brand budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and return on investment potential. Optimize spending to improve channel impact and efficiency.
• Governance: Ensure End To End (E2E) compliance of set standards in Channel & Shopper activities, agency management and Resource Utilisation.

Experience / Skills Required

• Employment opportunities Uganda
• Educated to university degree level or equivalent. Postgraduate qualifications an advantage
• Minimum 5 years’ experience either within an FMCG organization within commercial or customer marketing
• A strong track record in field sales & customer marketing experience, with demonstrated ability in planning and execution.
• A good understanding and strong capability to mentor others on customer marketing fundamentals & BTL (below the line) process.
• Excellence in terms of social skills and ability to brilliantly manage relationships with internal and external stakeholders

Key Skills & Competencies

• Shopper and consumer insight generation
• Commercial and category thinking
• Retail activation planning
• Stakeholder management
• Data-driven decision making
• Project management
• Strong communication and influencing skills

• Channel Marketing and Promotion: create and carry out marketing and promotional campaigns customized for particular channels and brands to increase traffic, enhance sales, and raise brand awareness. Collaborate with marketing and creative departments to produce channel-specific marketing materials, Point of Sale (POS) displays, and promotional content. Track and evaluate the effectiveness of marketing and promotional activities by measuring return on investment. Modify approaches as needed.
• Shopper Marketing Strategy: Craft category and brand Shopper Marketing programs for scaled execution across multiple channels (on-trade/bars and off-trade/retail).
• In-Outlet Program Execution: Manage the cycle of in-outlet brand programmes, from initial brief to toolkit development, customer proposition, and final measurement & evaluation (M&E).
• Commercial Accountability: Own the in-outlet programme creation budget and deliver category growth (driving brand growth ahead of the category).
• Agency Management: Lead BTL (Below-the-line) marketing agencies to deliver high-quality, industry-leading POS materials and activations.
• Cross-functional Leadership: Work with Sales, Brand, and Supply teams to align on marketing business plans
• Distribution Management: optimize product distribution strategies to improve availability, reach, and shelf presence in target channels and markets; monitor and evaluate distribution network performance, finding opportunities for expansion, consolidation, or optimization; develop sales plans, targets, forecasts to drive market share growth.
• Market Analysis and Insights: conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape; apply market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel; stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance.
• Budget Management: develop and manage the category/brand budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and return on investment potential. Optimize spending to improve channel impact and efficiency.
• Governance: Ensure End To End (E2E) compliance of set standards in Channel & Shopper activities, agency management and Resource Utilisation.

• Shopper and consumer insight generation
• Commercial and category thinking
• Retail activation planning
• Stakeholder management
• Data-driven decision making
• Project management
• Strong communication and influencing skills

• Educated to university degree level or equivalent. Postgraduate qualifications an advantage
• Minimum 5 years’ experience either within an FMCG organization within commercial or customer marketing
• A strong track record in field sales & customer marketing experience, with demonstrated ability in planning and execution.
• A good understanding and strong capability to mentor others on customer marketing fundamentals & BTL (below the line) process.
• Excellence in terms of social skills and ability to brilliantly manage relationships with internal and external stakeholders