Marketing Effectiveness Manager

Job Title: Marketing Effectiveness Manager

Level: L5

Reports To: Head of Consumer Planning – Southern, West and Central Africa

Location: Lagos

About us

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you’ll test new insights, learn and grow, and unlock a brighter, more exciting future.

Join us to build a career worth celebrating.

Context/Scope:

Diageo is a global organisation with over 28,000 hardworking people and a presence in 180 countries. Across our 21 markets, our brand portfolio represents our biggest strength, and our biggest passion.  Be it our global giants, local stars, or premium brands, we use our vision, creativity, and courage to drive the growth of our products worldwide.  We invent strong brands for today and for the future, upholding the quality of our products and taking personal accountability for both the history and for the future of our brands.  

Africa businesses account for over 10% of Global Diageo revenue, with a workforce of more than 6,000 employees. We create wealth both directly through our operations and indirectly through our broader value chains where we support development and growth in partnership with businesses and communities. 

We are committed to delivering sustainable performance and our vision is to be destination of choice for Diageo investment. We are building a track record of attracting, retaining, developing, and exporting best-in-class diverse talent for Diageo and fuel people to deliver phenomenal performance.  We are a force for good in communities and care about the planet with focus on water, farming, and education among others, which are the most critical components for our communities.

Today, Africa is a predominantly beer region, and we will continue to growth beer fast. We also recognise an even greater opportunity in spirits and recently reorganised our business to put focus on redefiningg and accelerating spirits to double its current revenue through the SWC organisation.

Purpose of Role

The role of the Consumer Planning team is to proactively provide a well-rounded, end-to-end view of the growth opportunities in our market and to guide the development of interventions to harness these opportunities from a culture, consumer and shopper point of view. This team is expected to uncover deep penetrating insights about occasions, purchasing and consumption behaviours and use these insights to inspire marketing strategies and plans which ensure we drive purchase through all channels.

The role exists to create a virtuous culture of Marketing Performance, Measurement & Evaluation in Diageo, to increase the impact of our investment in A&P.

Top Accountabilities

• Drive delivery of the regional marketing financial performance target through utilisation of Diageo’s marketing effectiveness tools to the entire marketing budget in that region.

• Build capability across all SWC marketing teams to drive a deep change in behaviour applying marketing effectiveness principles to every investment decision.

• Continually enhance the marketing analytics programme that underpins the marketing effectiveness capability

• Work with colleagues in the Marketing team to synthesise key findings and insights into marketing performance and ensure they are fed back to key decision makers optimally.

• Continuously and actively seek out further enhancements of Diageo’s marketing effectiveness capability to unlock further value.

Qualifications, Experience, and leadership

Strategic thinking - A strategic and visionary leader able to make aggressive strategic choices that deliver for the short and long term. 

Commercial acumen – An understanding of business end to end and providing robust counsel to 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 organisation and build brilliant relationships internally and externally.

Personally resilient – able to maintain emotional balance in the face of pressure and high-performance expectation. 

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 cultivate high performing teams and insightful into what drives performance.   

Flexible Working Statement:

Flexibility is key to our success. From part-time and compressed hours to different locations, our people work flexibly in ways to suit them. Talk to us about what flexibility means to you so that you’re supported from day one.

Rewards & Benefits Statement

We recognise and value performance, offering our people a highly competitive Rewards and Benefits package

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace 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 and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.