Head of Luxury Acceleration Cca
hace 4 semanas
Description About usFrom Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing's changed. We're the world's leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role.
It's why we trust them with our legacy. And it's why we reward them with the career-defining opportunities that they deserve.Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world's very best people.Feel inspired? Then this may be the opportunity for you.PurposeThis role is accountable for Leading the Organization behind the Luxury Premiumization ads part of the Ovetall Spirit Premiumization Strategic Pillar for CCA.
Its purpose is to drive premiumization into the business through our Reserve Portfolio, driving financial profitability while expanding our position in TBA with our Luxury Portfolio.Lead the full marketing mix and growth drivers for all brands under scope (Reserve & Tequila) in close liasance with the Head of Spirits Premiumizatrion, as well as the Marketing & Innovaion Director, thereby delivering amazing results and engagment.Delivering Annual Market Share while driving increases in Key Brand Equity Metrics as well a proven premiumization metrics.Strategizing best-in-class in-market brand plans that outperform our competitors not by strength of investment alone, but by flair of programs and brilliance in execution with a strong agility, risk managing & learning mindset.Ensuring we gain brand and product relevance with consumers, with a deep understanding of territory, occasion & cultural relevance with consumers.Ensuring pricing strategies on all brands are competitive and value maximizing in close collaboration with (RGM) Growth Team.Market Context : 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.Brands under Scope include: Johnniew Walker, Buchanans, Don Julio, Casamigos, Zacapa, Kettle One, Ciroc, Singleton & more Single Malts Brands.Decision Making : Inputs into the Lead Spirits Premiunization Strategy together with the MKT and Innovation Director.Develops the Brand MBPs under its Scope.A&P investment as described SOA matrix.Sets & Approves the Team P4G's and performance evaluations.Approved M&Es according to Establish SOAApproves ATL Executions across Media, PR & Culture ChannelsEstablish Luxury Portfolio Priorization across Brands & Countries.Accountable for Luxury Media & Culture PlansInputs to Battlegrounds MatrixApproved DCH Materials according to DCH MatrixFinancial Responsibility: Deliver the Luxury Premiunization portfolio AOP together with the SOM and Brand equity targets.Continuously deliver the 5-year category strategy.Continuously makes the required interventions in the business performance in order to steer or accelerate the business.Accountable for 100MM Pounds NSV & 11MM Pounds A&P.Leadership Responsibility : Has 5 Direct reports.Builds next generation Marketing Reserve teams, deepened in Culture, with Luxury Capabilities, Digital Mindsets, Occasion based & performance drivenLeads full alignment with the CCA Exec on business & brand opportunities for Diageos growth.Provides strong coaching and support to the team ensuring they are set up for success.Demonstrates strategic thinking, leadership and ability to manage businesses for long-term viability. Thinks in the future, anticipates trends and opportunities, while generating ideas and moving them into actionBuilds the spirit, belief and engagement that will be fundamental to delivery our business & people objetives. Demonstrate and transmit Knowledge, creative flair and management of different categories and a versatile team.Key Outputs/Deliverables: Defines 5-year Strategic Plan of the Luxury Premiunization portfolio identifying sources of medium-term growth and resources needed.Accountable for the compliance agenda within the team.Accountable for all the brands implementation in ATL and a imput / controller into BTL executions to guarantee brand guidelines are being followedDefines NRM 5 Levers for each brand, in consensus with the commercial area and following Global Guidelines.Coach the BM's while adapting or creating Advertising for the brands according to Growth Driver Development Matrix. Inputs voice of the Market for Global Creation.Leads the Business Performance Management Process for the portfolio including P&L tracking, Market share monitoring,
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