Consumer Planning Manager
Diageo
Ikeja, Nigeria
2h ago

Job Description : Context / Scope :

Context / Scope :

Guinness Nigeria is a major market for Diageo focused on delivering significant volume and profit to Diageo. Consumer planning has a critical role with the responsibility for leading the business to make the right strategic and commercially savvy evidence- based decisions, within the ever-changing context of our consumers and customers lives.

Over the last three years, the Consumer Connections Planning team has been transformed within the Diageo business. This has seen the team move away from research orientation and towards planning, focused on :

  • Pro-activity
  • Using research to drive growth
  • Focused on consumer understanding and insights that are actionable & drive growth
  • Focused on implications not information
  • Simplifying & providing clear direction
  • Role Metrics : a) Financial :

    a) Financial :

  • Management and Accountability for implementation of Consumer Planning Budget.
  • b) Complexity

  • Work across all Nigeria to drive insights that will unlock growth, drive profitability and deliver market share for Guinness Nigeria Beer & Adult Premium non-alcoholic drink brands.
  • c) Leadership Responsibilities

  • Living the Values insatiable appetite for consumers, customers and brands.
  • Deeply Curious about consumers, shoppers, our brands and markets
  • Externally attentive, a finger on the pulse’
  • Immersed in culture and obsessive about harnessing it
  • Industry thought leader and agitator
  • Bold enough to lead the business to the right choices
  • Innovative and creative but also rigorous in thinking - a combination of art and science
  • Objectivity, an honest broker
  • Truly collaborative, a key player in the team
  • Positively challenge others with a strong bias for action
  • Ensures consumer and market knowledge is distilled into clear, actionable implications
  • Identifies and manages research agency partners who add value through interpretation and recommendation
  • Inspires and influences others to be passionate about consumers and market
  • Effectively facilitates workshops to unlock creative solutions to market and consumer issues
  • Purpose of Role

    To champion & drive world class understanding of consumer attitudes, motivations and trends that can be leveraged to grow our brands :

  • To be the custodian of consumer insights
  • To build an understanding of the consumer which is based on issues & opportunities, rigorous & grounded, compelling / easy to understand and proactive & timely
  • To ensure that brand strategy & communication is founded upon a deep understanding of the consumer
  • To deliver measurement and evaluation for key advertising and promotional projects
  • Top Accountabilities

  • Proactively defines & communicates opportunities for growth for the market, categories and brands and articulates what it will take to realise these opportunitiesExternally attentive to culture, trends and market place dynamics, to detect the factors that could positively or negatively impact growth.
  • Support development & implementation of brand strategy and communication through facilitating a deep understanding of the consumers.

  • Seeks out deep consumer / shopper / category insight and implications that will drive penetration growthTransform research outputs into simple, actionable implicationsFuels the business with consumer / shopper led provocations and understanding to instigate change
  • Synthesizes data and understanding from multiple sources -quantitative and qualitative and joins the dots in a meaningful, actionable wayEnsure that consumer knowledge is clearly reported and interpreted within the framework of brand related issues (Brand Tracking Study)Lead regular brand activity reviews, keeping the brand teams informed and updatedCustodian of brand building thinking
  • Ensures learnings from measurement & evaluation are applied to increase productivity of our advertising and promotion (A&P) spendRuthlessly prioritises and focuses on tasks that add maximum value to Diageo, stops or delegates everything else.
  • Qualifications and Experience Required

  • University degree in marketing / business or other related discipline preferred though not essential. Postgraduate Qualifications are an advantage.
  • 3 5 years’ experience either within an FMCG organisation with a planning, brand & consumer focus or a research agency background.
  • Experience in both quantitative and qualitative research techniques
  • Experience of the Beverage industry is advantageous however not essential
  • Proven and strong Brand and Trade marketing experience
  • Experienced level capability on all Marketing Functional capabilities
  • Can demonstrate excellent commercial judgement & acumen
  • Experienced at managing key stakeholders nationally & internationally
  • Worker Type : Regular

    Regular

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