External Job Title Reserve Brand Manager
AutoReqId 42121BR
Function Sales
Type of Job Full Time – Exempt
Country Nigeria
External Job Description
Job Title: Reserve Brand Manager
Level: L5 M1
Reporting to : Head of Reserve
Context/Scope:
Diageo is a leading premium drinks company whose success is built by the marketing & sales of its spirits, Packaged Beer, RTD Ready to Drink & draught brands. It’s a consumer led organization with a marketing & innovation department in excess of 40 people.
This role is a significant marketing role within DIAGEO Nigeria, reporting into the Head of Reserve for Reserve in Nigeria. Diageo’s Portfolio is supported by 3 discrete commercial models (Guinness Nigeria, DBN Diageo Brand Nigeria and Reserve Brands) This role leads the Marketing of the Reserve Brands model side by side with the Reserve Business Development Manager
Whilst the role will report into Head of Reserve, its scope will include activation via the on-premise sales team. It is a more general management/commercial & trade-facing role than a traditional Brand Management role given the critical importance of building customer knowledge and loyalty to our Luxury Brands.
Market Complexity
The Reserve Customer base is primarily focused on Training Leading Accounts (TLAs) & Regional Leading Accouts (RLAs) and so approaches Customer prioritisation and engagement in a fundamentally different way to the core Diageo business. Complexity in this role comes from;
Working as an influential leader on a large and developing priority in the business
Managing & prioritising a large portfolio of luxury brands across sub categories
Providing direction to and bringing together the needs of all functions in the business (Sales, Supply, Diageo Asia Pacific & Global Reserve Teams)
Leading the organisation in premiumisation through every sub-category, embedding brand passion, product knowledge/expertise.
Managing a complex supply chain across long lead times and multiple origins
Working with local Brand teams to coordinate our approach on super premium brands
Developing great relationships with internal and external stakeholders (trade gurus and influencers)
High levels of emotional energy in setting and delivering the strategic and brand building agenda for Reserve
Effectively manage key stakeholder relationships – Brand ambassadors,and trade agencies, global Reserve Brand Team and functional teams
Commercial and customer expertise, which unlocks growth.
External ambassador for Diageo
Role model Reserve/luxury goods approach
Purpose of the Role
Develop the Diageo Reserve Brands Business model and lead the implementation of the Reserve Brands strategy in Nigeria
Accountabilities
Overall delivery of the numbers on Reserve (Share, Distribution, volume, NSV Net Sales Value, GP Gross Profit, CAAP Contribution After Advertising and Promotion)
Leading the development of luxury business in Diageo Australia
Recruitment and Management of local Reserve team including Brand ambassadors
Qualifications and Experience
Graduate Calibre
Extensive relevant experience including 7 or more years in a functional marketing role in FMCG.
Commercial experience is a strong advantage (Sales experience in on-premise alcohol preferred)
Passion for luxury goods marketing and understanding of marketing principles
Good understanding of Public Relations and a love for networking
Proven track record in building and defining brands,
Proven ability in managing a large number of projects/brands at the same time
Ability to translate data into strategic insights and actionable plans
Good Communication and Presentation Skills
Working Options:
– Based in Lagos, Nigeria (head office)
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