Channel Development Manager On Trade
hace 2 semanas
Job Description:
About us
From 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.
Purpose:
The Customer Marketing organization in CCA impacts disciplines to deliver:
- World-class shopper understanding and insights- Compelling category strategies- Support for outstanding customer collaboration- Value creating and Category development- Occasion and motivations driven strategies to win at moment of choice- Effective shopper marketing to support conversion at POS- Customer-focused planning, activation and execution
The Channel Development Manager - On Trade & Out of Trade CCA leads the strategic development of main consumer and categories initiatives to de deployed on the On Trade (Bars, Restaurants, Nightclubs and Hotels) and Out of Trade channels (concerts & local festivities) along the year in main markets across the region. This role must be supported on deep customer understanding and insight generation to nurture successful strategic plans.
The Channel Development Manager - On Trade & Out of Trade CCA works in alliance with different stakeholders along the End to End Cycle Planning process in CCA: Marketing (Brand Manager and CP), Promo & Pack Manager, E-Commerce Manager, CP&A Managers, Commercial teams (including Distributors), E2E Commercial Planning Manager and RGM (Growth).
Market Context:
- The Caribbean and Central America (CCA) is one of Diageo’s most diverse and profitable markets. It is the number 1 market in Latin America and the Caribbean (LAC) in terms of profitability, both in absolute and margin terms, and number 2 in NSV in the region. Globally, we are the second most profitable market for Diageo, after North America.- Our route to market is achieved through a combination of 12 major Free Trade Zone & Border customers, and more than 50 key Distributor Partners. We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology centre and principal warehousing operations.- The 37 countries that comprise CCA boast a cumulative population of almost 90 million people who speak a range of languages including English, Spanish, French, Dutch, Creole, Patois and numerous other native languages. There is a significant and growing emerging middle class (EMC) population across what are relatively young, but broadly stabilizing, democracies.- The main focus of this role is concentrated behind our Top markets: Dom Rep, Costa Rica, Puerto Rico, Panama, Guatemala, El Salvador, Jamaica and Trinidad markets.
Decision Making:
- Responsible for the approval of the annual Trade Strategy for Modern Trade in Top 8 markets, as part of the cycle planning process.- Responsible for the approval of the final annual growth drivers to be implemented in this channel in DR, CR, VCA and VCB.- Responsible for the consolidation of learnings and insights of this channel based on executional activities, feedback from customers and shoppers, Commercial team and Distributors.
Functional Responsibilities & Key Deliverables:
- Generates a deep customer and consumer understanding of On Trade & Out of Trade, main behaviours, characteristics, analysis and insights generation to feed future plans. Work in alliance with CP team and Commercial teams to expand this process.- Leads the 3 years channel strategies based on clear trends and insights, at the service of CCA ambition.- Leads the development of the Trade Strategy for On Trade channel for CCA, defining main priorities, investment guidelines and clear recommendations on where to focus.- Leads the development of the main growth drivers (including land mechanics and Toolkits) for the channel as part of the cycle planning process along with the Marketing team. These growth drivers must deliver incremental value and/or profit to the business (Building Blocks).- Suggests the required level of investment behind different initiatives for the channel, through a clear Trade Strategy and the knowledge of the markets to generate growth.- Leads the Learning Session for the On Trade & Out of Trade, based on clear rationales of what worked well and what doesn’t work, generating deep understanding and insights behind the rationales.- Defines the Picture of Success (Assortment and Activation) for these channels to guide the executional standards activated at POS in Top 8 markets.- Develops and presents the Channel Performance Review on quarterly basis
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