Head of Customer Marketing Cca

hace 2 semanas

Panama Diageo A tiempo completo

**Description Reports To**: Sales Director, Caribbean & Central AmericaPurpose (Key reason why the organization requires this role... why the role exists): The Customer Marketing organization in CCA spans disciplines to deliver: World-class shopper understanding and insightsCompelling category strategiesSupport for outstanding customer collaborationValue creation approach for Category developmentEffective shopper marketing to support Winning at the moment of choice.Customer-focused planning, activation and execution.Business performance management: KPI's definition and tracking.The Head of Customer Marketing (HCM) CCA works with Diageo Marketing, Diageo Sales and Distributors to identify brand and category opportunities, developing, managing and executing the commercial calendar and activation plan, ensuring its completion within the Cycle Planning and Briefing process and drives evaluation/learning back into the wider business.

Incumbent leads the development of the Market Channel Strategy, and Category/Portfolio Strategy working with Commercial Finance, Category Development, Marketing and the Sales Leadership Team - and ensures it is reflected in the Activity Plans.The incumbent of the role will guide CMO, Sales, Marketing and Innovation Teams to manage A&P and Trade Investment budgets and right size investment programs understanding how to optimize promotional tactics across brand portfolio to ensure delivery of targets. The HCM ensures Sales and Distributors Teams are fully equipped with tools and support materials to drive brilliant execution "On Time In Full" with customers within channels, setting channel specific brand and category execution guidelines and standards.Market Context (Key information about the market): The Caribbean and Central America (CCA) market is a Diageo business unit that generates approx. £389m NSV and OP: £228. The domestic markets represent aprox 70% of this NSV and FTZB 30%.

It is the most profitable market in LAC both in terms of absolute operating profit and margin. 90% of our NSV is USD invoiced.CCA is a very dynamic market with many opportunities. Our geographical footprint covers 37 countries, where different languages are spoken and we have a population of 80m, 52m of whom are LDA+.Our model is a distributor based RTC with 57 partners. We also operate with six distributor Free Trade Zones and with two operators in the border between Mexico and the US.

We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology center and principal warehousing operations.The Scotch category accounts for 70% of Total NSV, predominantly playing in the Premium and Super Premium segments; Diageo share of market in Scotch varies from 45% to 75% across the region - making us the number one player.Decision Making (Please provide two examples of the kinds of decisions your role is expected to make, and the degree of assistance, risk, or speed associated with those decisions.): Supports and influences decision making on the annual strategy (trade / channel / category and game planning) and the related investment and execution plan in key countries.Lead Commercial Standards implementation in CCA.Lead decision making on the execution of the commercial calendar and activity plan, ensuring its completion with the Cycle Process (Reserve, Innovation, Brand and Category Initiatives), by channel and what customer propositions will be implemented to unlock growth, working closely with Marketing, Commercial Managers, CP&A, and Distributor Partners.Decides the performance KPIs to track and make sure all countries comply with Execution Scorecards (Cycle brief & Essentials 365) to report timely.Decides all BTL adaptations for all key activities in CCA markets with the recommendation of CP&A and input of Marketing and Shopper Marketing.Key decision maker in S&OP process for CCA.Financial Responsibility (What responsibility does the incumbent have for Budget/Financial/Trading Profit/Unit Volume' Use specific dollars or units.): Manage CMO team T&E budget and is expected to adhere to all related policies, and to not exceed its assigned budget.Owns and track CCA A&P BTL and TS to maximize the different opportunities across CCA.Leadership Responsibility (List functional, project, operational or market responsibilities: include the number and bands of employees supervised, including those supervised through subordinates.) List role that incumbent will report to: The role reports to Sales Director CCAThe role has 8 direct reports: As the functional leader in CCA, he / she has to also coach, mentor and build capabilities of CMO teamThe incumbent needs to influence commercial teams and marketing teams internally in country and key Distributor personnel to focus on building a sell-out organization with passion.Great relationship builder with different stakeholders internally and externally. He/she will be exposed to demanding senior leaders and thus need t

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