Premiumization is a significant opportunity for Diageo GB - our share of super premium spirits is 15.6% compared to our standard spirits share of 46.8%. To truly access this opportunity, Diageo GB will be creating a new end-to-end Luxury Business Unit with an integrated marketing and commercial team. This is a once-in-a-career opportunity to be part of a truly groundbreaking area of the business that has the structure, A&P, and business focus to get after it. Marketing will be a huge part of this transformation charged with the task of crafting true luxury icons, transforming the brands with consumers, and step-changing the P&L delivery.
ROLE DIMENSIONS
* The Brand Manager for Johnnie Walker will sit in the newly built marketing division of the luxury business unit.
* This team will be tasked with crafting true icons of luxury with a focus on culture, connection to on-trade, and high execution standards, all in service of crafting the most talked-about luxury spirits in the UK.
* The marketing team will pioneer what luxury marketing looks like, elevating the brands across all touchpoints.
* The BM will be in the JW team, which consists of a Head of Johnnie Walker, Senior Brand Manager, ABM, and Brand Experience Manager.
* The BM will work across the JW portfolio but will have a key focus on Blue Label & Innovations.
TOP ACCOUNTABILITIES
* Deliver the Johnnie Walker P&L driving transformational NSV growth and share performance.
* Lead the holistic performance tracking and understanding for Blue Label.
* Deliver world-class growth drivers for the Johnnie Walker Blue Label, cementing this brand as an icon of modern luxury.
* Deliver key elements of the marketing mix for Blue Label: leading and executing a cutting-edge culture plan, cementing Blue Label in the hands of the hottest people and places, and building the reputation at the top end of the on-trade.
* Lead the launch plans for the innovation pipeline for Blue Label.
* Explode the growth of Blue Label in celebration occasions and through our TLA and key accounts strategy.
* Work as a key part of the cross-functional team across commercial, culture, RGM, and global plan teams to develop world-leading brand campaigns.
IDEAL EXPERIENCES / QUALIFICATIONS / CAPABILITIES
* 4+ years of relevant marketing experience, including experience in luxury marketing.
* Outstanding ability to build and maintain genuine relationships based on mutual trust & respect.
* Successful management of senior collaborators at all levels, resulting in strong and positive outcomes.
* Holistic skills across all marketing pillars as well as a track record of leading transformational business results.
* Ability to excel when dealing with ambiguity, complexity, and working within a fast-paced, entrepreneurial, and matrixed environment.
* A history of working across media, digital, experiential, PR, culture, social, and with external agencies.
* Demonstrated brilliant execution to impeccably high standards.
* Deep personal accountability for great performance.
* Strong end-to-end commercial FMCG understanding, alongside high levels of numerical competence and attention to detail.
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