Senior Customer Marketing Manager

Senior Customer Marketing Manager

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 ideas, learn and grow, and unlock a brighter, more exciting future.

Our Australian head office including on-site bar is in Sydney and it’s the main site for our marketing, innovation, commercial, and corporate function teams. We also have a large manufacturing site located in Sydney’s west, a team of versatile and dedicated people at our Bundaberg Distillery in Queensland including our award-winning visitor experience, and a sales force located across the country in our major capitals and regional areas.

Diageo is known for its high-performance culture and our success comes from harnessing the power of inclusion and the diversity of all our over 400 employees across Australia. Our flexible working policy isn’t just words on a page at Diageo Australia. We have embedded a leading flexible working philosophy and culture in our business supported and role modelled by our most senior leaders.

Join us to create a career worth celebrating.

What does this role look like for you?

Reporting to Head of Commercial Excellence, Senior Customer Marketing Manager (SCMM), Off trade leads the delivery of BTL marketing programs and plans, working internally and with customers to land execution that drives category growth & the triple win. They will work across strategic off-trade customers on Premix or Glass.

This leadership role will be responsible for our Customer Marketing transformation agenda ranging from shopper, category and customer understanding through to distinctive path-to-purchase execution programs, leadership of our customer marketing planning cycles, budget and agencies, and accelerate effectiveness of our BTL investment strategy. The roles will lead in partnering with our Customer Marketing teams, supported by strong collaboration with brand teams and commercial BU teams. Working across commercial, be co-responsible for the Australian sales P&L and channel market share performance & be accountable for driving ROI and incremental profitability for Diageo & our customer.

The SCCM will play a leadership role in the Commercial Excellence Team and will support the development of the Customer Marketing Manager. 

BTL Strategy

• Lead BTL Considerations within Category Strategy & Channel/Trade Strategy
• Participate in MBP dev’t, representing Customer/Channel/Brand on BTL Implications & requirements
• Define BTL Execution Standards across core and innovation & lead for adoption across Commercial Excellence, Marketing and BU Teams.
• Lead for transforming Diageo’s approach to developing customer marketing programs that put the customers’ strategies & priorities at its heart.

BTL Activity Development & Delivery

• Lead the E2E development & delivery of BTL (brand or category) activity on key strategic customers.    
• Working alongside the BU Team, engage & partner directly with the customer, inspiring them with forward-thinking brand & category BTL plans & solutions that unlock brilliant execution at the POP.
• Accountable for driving strong commercial results with our customers through BTL, leading a focus on maximizing financial & P&L delivery.  
• Understand customer needs for each channel to identify activation priorities that will have the greatest impact on shopper behavior and the highest ROI
• Work with the CMM to ensure excellence in execution w/ BTL activity across all channels via coaching and support.
• Set aggressive activation KPIs across all activities, oversee delivery, lead the way, and recommend new ways of working for continuous improvement.
• Partner with the BU Team & CommEx team members through JBP creation, working collaboratively to develop a BTL plan that delivers to Diageo’s commercial & category objectives.
• Develop a comprehensive understanding of consumer behavior change and the corresponding financial performance drivers. Support the O&R process with the BU Head to enable Diageo to achieve its financial objectives.
• Alongside BU Team, leverage Customer Programs to ensure Diageo disproportionately win with BTL execution vs. comp.  Plus, drive influence on customer programs to deliver Diageo category strategy.
• Develop outstanding BTL programs for Innovation, leading to strong trial and visibility at launch and during nurture stage.
• Working alongside Insight Planners & Category Managers, leverage shopper insights to fuel these BTL marketing programs that are insight led.
• Lead the dev’t of category led creative briefs for BTL activity.  Lead the engagement with agency partners to turn creative briefs into outstanding BTL campaigns to take to customers.
• Work alongside Commercial Strategy Lead to ensure BTL activity delivers the required commercial outcomes set out in the Trade Strategy.
• Work Category Managers to build shopper-led instore merchandising solutions that unlock the category JTBD & barrier to purchase.
• Lead & deliver 365 Essentials & Perfect Outlets plans that provide clear and targeted execution standards & drive strategy into execution.     

BTL Operations

• Lead for the development of bottom-up BTL planning & budget allocation, including leading periodic reviews & making recommended adjustments through Connected Planning. 
• Alongside Commercial Effectiveness, track execution end to end to provide visibility internally and externally of the implementation within your customer vs. the plan.
• Lead the establishment & on-going rigor of M&E adoption in BTL. Apply M&E learnings to allocate/reallocate investment and ensure continuous improvement of existing Customer Marketing growth drivers (efficiency and effectiveness)
• Responsible for Shopper Marketing agency recruitment, management and evaluation including upskilling on Stop-Engage-Land Principles.

Team & Business Transformation

• Lead the implementation of BTL Transformation with the broader BTL community. Play a lead role in the on-going transformation of BTL capability and approach in Diageo. 
• Achieve business objectives with team and to keep inspiring and influencing team to help pioneer through leadership and a break-through in Customer Marketing for our world class brands
• Provide coaching across all team members as we work as a tight team driving significant change and impact across the organisation

Working with us

Flexibility is key to 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 and we’ll work together so that you’re supported from day one.

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

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.