GE GUINESS JOB: RECRUITMENT FOR HEAD OF CUSTOMER MARKETING

The Nigerian drinks market is relatively unsophisticated, but highly dynamic. In that regard, Nigeria represents the greatest spirits growth opportunity available on the continent. Diageo brands nigeria (dbn) has been established to expand diageo’s operations and portfolio of brands by venturing into the marketing and sales of diageo’s already existing rich spirit brands.


EXTERNAL JOB TITLE: HEAD OF CUSTOMER MARKETING – SPIRITS
AUTO REQ ID: 26812BR
FUNCTION: CUSTOMER MARKETING
TYPE OF JOB: FULL TIME
COUNTRY: NIGERIA
EXTERNAL: JOB DESCRIPTION
JOB TITLE: HEAD OF CUSTOMER MARKETING – SPIRITS
LEVEL: L4
REPORTS TO: NATIONAL SALES MANAGER – SPIRITS

CONTEXT/SCOPE:
NIGERIA CONTEXT
Nigeria is a major market for diageo and has historically been involved in the sale and manufacture of beer, lager, rtds and malt drinks within this market.

DIMENSION:
FINANCIAL
Accountability and Responsibility for:
• A&P budgets allocated from Marketing to Field sales for BTL activations
• Tactical operating budget.

MARKET COMPLEXITY
The Nigerian Liquor landscape is complex with major challenges. High import tariffs on spirits and an immature retail market.

LEADERSHIP AND FUNCTIONAL RESPONSIBILITIES
The role is responsible for the leading the Spirits Customer Marketing Team that comprises of Category Customer Marketing Manager, Key Account Manager and Reserve Brand team. Leadership and Sales Functional capabilities are expected to be at a level commensurate with the role.

PURPOSE OF ROLE:
Deliver Sustainable Competitive advantage for DBN by:
§ Ensuring a robust JUBP process is in place which ties in key customers and channels to DBN – activities & budget efficiency, control tracking & evaluation, success rate
§ Ensuring plans are driven by shoppers and category drivers understanding and executed brilliantly at the moment of choice in Off trade and On Trade accounts.

TOP 3-5 ACCOUNTABILITIES:

DELIVER ANNUAL OPERATING PLAN
1. Lead trade & customer strategy to develop customised annual Game plan to deliver financial and volume targets for priority brands
2. Category and Channel value creation
3. Develop and activate annual customer account plans (JUBP) to support the delivery of business goals – ensure effectiveness & discipline including quarterly activity planning cycle

DELIVER BRILLIANT EXECUTION
1. Ensure that the Customer Marketing activity calendar, planning and timings are such that field sales capacity and capability are efficiently utilized
2. Ensure field sales and distributor sales teams are provided with tools and support materials to drive brilliant execution
3. Ensure activity tracking and M&E process for all activities (effective and on time) are ongoing.

ATTRACT, DEVELOP AND RETAIN GREAT TALENT
1. Build team functional and leadership capability via agreed training programmes, both classroom and In Field
2. Ensure all team members have a clear understanding of their performance objectives and that processes are in place for development

MEASUREMENT
1. Delivery of NSV, Vol and TP plan targets via AOP
2. Deliver marketing plans via Market share data and Brand health scores
3. Growth of strategic partnerships via JUBP and Activity Success Rate & Budget Effectiveness.
4. Development and growth of the team through P4G and Diageo Survey
5. Controls, compliance and governance via audit reviews

QUALIFICATIONS AND EXPERIENCE REQUIRED:
Graduate with 10-15 years commercial expertise gained across Customer Marketing and/or Consumer Marketing. Minimum 5 years spent in field sales role is essential.
A highly motivational coach and leader that can provide clear direction
Great People Skills.
Strong communication skills –written and verbal
Ability to negotiate at a senior level and ensure alignment cross functionally

BARRIERS TO SUCCESS IN ROLE:
• Inability to work collaboratively across the broader organisation and also ensure alignment of category teams and field sales
• Being out of touch with trade, shopper/consumer and field sales due to too much time spent in the office

FLEXIBLE WORKING OPTIONS:
Based in HQ- expected to spend minimum 25 % time in Field

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