Senior Manager- Brand

PURPOSE OF THE ROLE: The purpose of the role is to manage the overall brand health and in-market performance of the brand

In service of this, the candidate is required to pull together and inspire an eco-system of external partners and internal cross-functional teams towards delivering NSV, marketshare, recruitment (P4W), brand health targets set for the year

The role is accountable for shaping performance of the brand by developing an inspiring Marketing Business plan (MBP) and delivering creative excellence, media first thinking, performance management and championing compliance norms

TYPICAL ROLE REQUIREMENTS Qualification:
MBA with specialization in Marketing (tier I/ II institute) Experience:
Minimum 8 years experience in Marketing with at least 2 years experience of working with a lifestyle brand/category

Alcobev experience is a plus

Knowledge & skills:
Proven record in translating consumer and customer insight into effective growth drivers Has an eye for design thinking and creative excellence Brilliantly executes with immense attention to detail Strong Analytical skills with a keen ability to draw out insights from data Drives Next Gen Marketing thinking and principles clearly through each key strategic work stream and execution elements Powerful articulation and storytelling Strong Commercial Acumen and proven record of agility in managing performance Inspires agency partners and rallies them to effective implementation in service of the brand agenda Best Suited for Someone who
Thrives in a performance based culture Open to learning and unlearning and willing to take BIG bets Comfortable with the complexities of a digital world and strives to find opportunities Able to influence and inspire people towards on an agenda A person with great imagination and creative orientation

AREAS OF RESPONSIBILITY PERFORMANCE MEASURES (QUANTITATIVE / QUALITATIVE)

1 Win through execution Lead the development, selection and deployment of all growth drivers as a part of GAME planning backed with clear ROIs and learning plans Ensure flawless execution of growth drivers in collaboration with central customer marketing Accountable for overall management of brand budget (ATL) to drive effectiveness and efficiency of spends Lead all brand performance discussion in internal review meetings and influence clusters (BPMs, SNOP etc) Lead the brand influencer and advocacy plan development and execution in partnership with the I&A team Accountable for the development of brand communication/content/key visuals look based on the finalized platform/creative idea Responsible for development of brand architecture, advertising architecture, packaging architecture and brand out innovation approach in consultation with the innovation team Lead the development and execution of the Brand purpose vehicle (BPV)business strategy plan by collaborating with the proxy brand ecosystem

2 Shape the future Responsible for reframing the mid and long-term

BRAND STRATEGY by constantly learning from the environment and setting bold an ambitious plans for the future Use personal impact and influence with all internal and external stakeholders to bring together teams in service of delivering brands ambition and performance

Invest time in building relationships with partners to constantly keep business updated with new trends and ideas that can be applied to unlock performance

Build and implement a pipeline of ideas that are being tested as future growth drivers

work with internal and external partners to experiment and take some risks Lead Innovation/Renovation project commercialization from Gate 5 to Gate 6 with support from BCC Project Manager & Innovation Head
3 Inspire through purpose Invest in self and lean on managers to find a connection between personal purpose and that of Diageo Foster team spirit and healthy competitiveness with peers Invest in building win win relationships with COEs and cross-functional team that lead to powerful co-creation Part-take in leading and solving internal agendas and issues that move the organization/team forward together
4 Invest in talent Be responsible for fire-starting a knowledge sharing environment with peers to other colleagues to facilitate learning Be inclusive and open to diverse ideas and views Role model team spirit Lead as an example of resilience and agility in a VUCA environment

Diversity statement

Celebrating our inclusive and diverse culture is core to Diageo s purpose of celebrating life every day everywhere

This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills, and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base

We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings