.Job Description:About us - As a global leader in beverage alcohol, at Diageo, we're proud of our collection of timeless brands including Baileys, Guinness, Gordon's and Smirnoff. We boast a rich history of character and outstanding products. To maintain and grow our unique position, we need passionate people who can revolutionise the way we understand our markets and secure our success for the future.About the role - Diageo invests significantly in Direct-to-consumer brands building, but we have to partner with our customers to influence the point of purchase activation, where the vast majority of our A&P investment sits.Most shoppers and consumers buy from a repertoire of brands and their behaviour can be easily influenced by what they see or don't see on the spot. It is the role of our Customer Marketing Off Trade team to understand the needs of shoppers and customers and then to create the programmes and tools that guarantee amazing execution of our brands. The team will then work directly with customers, supply, and agencies to achieve perfect execution of the activation calendar. In some cases, this will involve tailoring and adapting our programmes to meet the specific needs of strategically important customers to enable them to differentiate their offer.Your team will oversee and guarantee the brilliant execution of Diageo's commercial plan to shift consumer and shopper behaviour and enable Diageo to achieve its financial and marketing share goals.In this role, you will:Co-Lead the O&L of the Southern Europe Off Trade as well as the Share of Market performance in the channel.Have Diageo lead the FMCG brilliant execution in the Retail Channel across all Southern Europe countries, bringing external references to benchmark our activation vs best in channel practices.Lead the Category Development and Shopper Marketing teams that service the Off Trade channel to deliver a thought-through strategic approach to the channel.Understand customer needs by channel to pinpoint the activation priorities that deliver the greatest impact on shopper behaviour and the highest ROI.Lead the sales force briefing of the commercial calendar, ensuring the team is fully equipped to win with the provision and selling tools and assets in line with customer activation timings.Manage a multi-market team to oversee brilliant activation, partnering with customers, supply, and 3rd party agencies to build a top activation machine.Set bold activation KPIs across activities, coordinate delivery, and lead course correction while recommending new ways of working to constantly improve.Co-Lead with the Net Revenue Management team the M&E for the channel, to develop a comprehensive understanding of behaviour change and corresponding drivers of financial performance
