Guinness Nigeria Plc is a strategically important market for Diageo and for the Ready to Drink (RTD) Portfolio being one of the most competitive globally. The emergence of new Competition both nationally and regionally in the RTD Category in Nigeria has led to a significant shift in commercial emphasis. This role is important to establishing Nigeria as the #1 Beer Market globally.
Job Title: Brand Manager –Ready to Drink (RTD)
Level: L5 (M2)
Reports To: Marketing Manager, RTD/Head of Consumer Planning & Research
a) Financial – Management and Accountability for implementation of A&P spend, Efficiencies and Evaluation across all Brand activities
b) Leadership and Functional Responsibilities – Manage the delivery of the AOP for Ready to Drink Brands through excellent execution of GAME Plans & Activities. Ensure strong collaboration with other African team members and Hub Teams in building the trademark & RTD category via new growth drivers and search and spin. Work with in-market teams & commercial managers to turn the RTD Annual GAME Plans into “executable” commercial plans and assist with the development of growth drivers.
Top 3-5 Accountabilities
Assist and support the Marketing Manager RTD to deliver the AOP growth aspirations in F13 and beyond
Develop and execute ambitious recruitment plans for RTDs and other brand initiatives to be the market leader in Nigeria within 24 months
Support & inspire the rest of the Brand Teams as well as collaboratively support the Customer Marketing team ensuring full adherence to Diageo Marketing Code and Digital Code of Practice
Develop the annual Brand Media Plan for conventional & non-conventional media and development of third party strategic partnerships.
Qualifications and Experience Required
Degree in marketing / business or other related discipline preferred though not essential. Postgraduate Qualifications is an advantage
4 – 6years experience in Beer/FMCG Brand Management including creative development and implementation
Ability to identify issues & ensure consumer insights are applied
Can demonstrate excellent Commercial judgment & acumen.
Experience of working on national activation platforms & understanding of execution standards required for the demanding consumer.
Barriers to Success in Role
Insufficient Brand Management experience in the Nigerian Beer/FMCG Markets
Inability to manage and influence a cross functional team
Lack of focus on executional rigour & detail
Lack of imagination, ambition and agility in developing solutions befitting a market leading brand in a strategically important priority market.
Flexible Working options
Lagos based with some travels within/ outside Nigeria