Shopper Manager - Premium Spirits

Job Title: Shopper Manager - Premium Spirits

Level: Associate/Mid-Level

Reports To: Head of Customer Marketing - Premium Spirits

Context/Scope

Diageo is a global organization with over 28,000 talented people and a presence in 180 countries. We invent strong brands for today and for the future, upholding the quality of our products and taking personal accountability for the history and future of our brands.

African businesses account for over 10% of Global Diageo revenue, with a workforce of more than 6,000 employees. We create wealth directly through our operations and indirectly through our broader value chains, where we support development and growth in partnership with businesses and communities.

Today, Africa is a predominantly beer region and we will continue to grow Beer fast. We also recognize an even greater opportunity in Spirits and recently reorganized our business to put focus on transforming and accelerating Spirits to double its current revenue through EABL Premium Spirits organization.

Dimensions

Financial

EABL F30 ambition is to be build a Reserve and Premium Spirits business, be market leaders in the category and grow at: $250M NSV; Market Share - +70%

Market Complexity

East Africa Breweries Limited (EABL), one of the largest companies in East Africa, has extensive operations in Kenya including Kenya Breweries Limited (KBL) which produces, markets and sells alcoholic and non-alcoholic beverages in Kenya, and East African Maltings Limited (EAML) which sources raw materials for EABL's business. EABL has subsidiaries in Uganda and Tanzania, as well as export operations in other markets in the region, and is a subsidiary of Diageo plc, the global alcoholic drinks company.

EABL is the largest business unit in Diageo Africa operates two spirits distilleries at Nairobi and Kampala, six breweries at Nairobi, Kisumu, Kampala, Moshi, Dar es Salaam and Mwanza and one malting plant in Nairobi.

Purpose of Role

This role is responsible for developing and implementing channel strategies to drive sales, distribution, and market penetration through premium core retail and distribution channels. This role involves building a strategy and framework geared towards optimizing channel performance and collaborating with cross-functional teams to achieve business objectives.

Role Responsibilities

• Channel Strategy Development: develop channel strategies aligned to business objectives, market dynamics, and consumer behavior; identify and prioritize target channels based on market opportunity, competitive landscape, and brand positioning; Define channel-specific objectives, KPIs, and performance metrics to measure success and track progress; collaborate in the development of integrated marketing campaigns that leverage both brand and channel-specific insights.
• Distribution Management: optimize product distribution strategies to maximize availability, reach, and shelf presence in target channels and markets; monitor and evaluate distribution network performance, identifying opportunities for expansion, consolidation, or optimization; develop sales plans, targets, forecasts to drive market share growth.
• Channel Marketing and Promotion: develop and execute channel-specific marketing and promotional campaigns to drive traffic, increase sales, and enhance brand visibility; co-ordinate with marketing and creative teams to develop channel-specific marketing materials, POS displays, and promotional collateral; monitor and evaluate the effectiveness of marketing and promotional activities, tracking ROI; adjust strategies as needed.
• Market Analysis and Insights: conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape; utilize market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel; stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance.
• Budget Management: develop and manage the channel budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and ROI potential. Optimize spending to maximize channel impact and efficiency.

Qualifications and Experience

• Educated to university degree level or equivalent. Postgraduate qualifications an advantage
• Minimum 5 years' experience either within an FMCG organization within commercial or customer marketing
• A strong track record in field sales & customer marketing experience, with demonstrated ability in planning and execution.
• A good understanding and strong capability to coach others on customer marketing fundamentals& BTL process.
• Excellence in terms of interpersonal skills and ability to brilliantly manage relationships with internal and external stakeholders

Leadership

• Strategic thinking - A strategic and visionary leader able to make bold strategic choices that deliver for the short and long term.
• Commercial acumen - An understanding of business end to end and providing robust counsel to executive team.
• Performance driven - Has an acute focus on performance and results, is highly accountable and determined to win.
• Agile - Demonstrates pace and urgency, responding quickly to emerging threats and opportunities,
• Influencing - can navigate a matrix organization and build brilliant relationships internally and externally.
• Personally resilient - able to maintain emotional balance in the face of pressure and high-performance expectation.
• Externally focused - Great external radar to spot opportunities and challenges and strongly networked into key communities of experts to understand market and legislation trends.
• Invest in Talent - Track record of leading leaders and ability to build and nurture high performing teams and insightful into what drives performance.