Job Description :
Job Title: Head of Customer Marketing Off-Trade
Location: Hamburg, Germany
Contract terms: Permanent
About the FunctionSales is where our brands meet the real world.
This team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to make sure our brands are part of moments that matter everywhere.
It’s a dynamic, people-focused environment where curiosity, commercial thinking and strong relationships make the difference. You’ll have the opportunity to grow your network, develop your skills and see the direct impact of your work every day.
About the role
Top Accountabilities
- Orchestrates the annual activation calendar across customers and channels, balancing business priorities, shopper opportunities and customer needs.
- Drives Excellence in Execution by establishing best-in-class activation standards, continuously challenging the status quo and ensuring consistent implementation across all off-trade touchpoints.
- Aligns and steers execution priorities in close partnership with the National Field Force Manager to maximize in-store impact and return on investment.
- Partners with Commercial Off-Trade Channel and Category Leads to develop customer-centric and competitive omnichannel growth plans.
- Leads the development of customer activation strategies, commercial selling stories and negotiation support materials for annual customer business planning and negotiation cycles.
- Owns performance management of Off-Trade BTL activation investments, ensuring spending decisions are rooted in clear KPIs and robust post-evaluation processes to drive continuous improvement.
- Leads and develops a high-performing Customer Marketing Off-Trade team of 5, fostering a culture of accountability, collaboration and continuous improvement. Builds organizational capability and succession pipelines within the team to ensure sustainable business performance.
About You
Qualifications
- Bachelor’s degree in Business, Marketing, Economics or related field; MBA or relevant Master’s degree preferred.
- Strong expertise in Shopper Marketing, Customer Marketing and Commercial Planning.
- Good understanding of Category Management and Category Development principles.
- Solid knowledge of the DACH retail landscape and customer environment.
- Advanced analytical skills and experience with tools such as Excel, Power BI and shopper panel data sources (e.g. NielsenIQ).
Experience
- 8+ years of experience in FMCG/Consumer Goods, including significant exposure to customer-facing commercial roles.
- Proven track record in developing and executing channel- and customer-specific activation strategies and commercial plans.
- Demonstrated leadership experience, including coaching and developing high-performing teams.
- Experience managing significant activation budgets and investment allocation decisions.
- Strong ability to influence senior stakeholders and drive alignment across functions.
- Demonstrated ability to operate effectively at the intersection of Sales, Marketing and Category functions.
- Experience working in complex matrix organizations and leading cross-functional initiatives.
Working with Us
Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.
Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.
We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.
Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win.
Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.
Ready to bring your best? This could be your opportunity.
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.
Worker Type :
RegularPrimary Location:
HamburgAdditional Locations :
Job Posting Start Date :
2026-09-24Skills Required
- Bachelor's degree in Business, Marketing, Economics, or a related field
- MBA or relevant Master's degree
- Strong expertise in Shopper Marketing, Customer Marketing, and Commercial Planning
- Understanding of Category Management and Category Development principles
- Knowledge of the DACH retail landscape and customer environment
- Advanced analytical skills and experience with Excel, Power BI, and shopper panel data sources such as NielsenIQ
- 8+ years of experience in FMCG or Consumer Goods, including significant exposure to customer-facing commercial roles
- Experience developing and executing channel- and customer-specific activation strategies and commercial plans
- Leadership experience coaching and developing high-performing teams
- Experience managing significant activation budgets and investment allocation decisions
- Ability to influence senior stakeholders and drive cross-functional alignment
- Ability to operate at the intersection of Sales, Marketing, and Category functions
- Experience working in complex matrix organizations and leading cross-functional initiatives
Diageo Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Diageo and has not been reviewed or approved by Diageo.
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Fair & Transparent Compensation — Pay is considered competitive and often described as top-tier, particularly in manufacturing and salaried roles, with many indicating they feel fairly compensated. Compensation is frequently cited as a strong reason to join and stay despite pressures in some parts of the business.
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Parental & Family Support — Parental leave is widely recognized as a flagship offering, equalized across parents and inclusive of adoption and surrogacy, with benefits and bonuses maintained during leave. This family-friendly approach is highlighted as industry-leading and a standout element of the package.
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Retirement Support — Pension schemes are described as generous, with notable employer contributions enhancing long‑term financial security. In key markets such as the UK and U.S., offerings like pensions and 401(k) plans are presented as core components of total rewards.
Diageo Insights
What We Do
Diageo's official LinkedIn account. We're a global leader in premium drinks, across spirits and beer, a business built on the principles and foundations laid by the giants of the industry. With over 200 brands sold in 180 countries, our portfolio has remarkable breadth. From centuries-old names to exciting new entrants, and global giants to local legends, we're building the very best brands out there, and with over 30,000 talented people based in over 135 countries, we're a truly global company. With such diversity, we're able to truly represent our broad consumer base and think differently about the future. To maintain our position as leaders in the alcoholic beverage market, we always invest in the future and are mindful of the impact we have. Because just like the legends of our past, we're here to raise the bar – for people as well as the planet
