Regional Marketing Manager


Job Description :

Regional Marketing Manager

United States

Job Description

Purpose of Role

This role will be responsible for managing all regional marketing activity for the Diageo Beer Company across several regions in the U.S. market. Focus will primarily be to ensure local markets have the necessary marketing resources to achieve the AOP (annual operating plan) to grow DBC ahead of better beer.

Key Outputs / Deliverables:

Communication- this role acts as the SPOC (single point of contact) for all marketing communication to the field sales team

  • Distill, comprehend and communicate marketing activity weekly

  • Provide insights to trade and brand marketing

  • Develop monthly cadence with sales directors providing direction

Manage agency resources: responsible for managing 3rd party resources for assigned regions.

  • Collaborate with regions to ensure Guinness brand ambassadors are allocated effectively

  • Identify KPI's for region and address gaps

  • Direct front line sales teams (blitz teams) to highest ROI markets

Regionalize national programs - take national chain and independent programs down to the regional level through customization.

  • Drive national programs locally with below the line extensions

  • Share and spin national chain programs regionally

  • M&E programs over $5K.

Planning- allocate regional marketing funds and participate in planning process for assigned regions

  • Provide input into annual planning and develop BTL plans for regions

  • Allocate cents per case for sampling, POS, glassware, events

  • Track and measure budgets and stay within Diageo compliance

Manage sponsorships & Events -responsible for managing and executing against national and local sponsorships in assigned regions

  • Identify key sponsorships within region to activate

  • Customize national sponsorships

  • Work with trade marketing to provide assets that extend sponsorships locally

  • Evaluate region requests for festivals and events and provide direction

Manage on Premise resources - effectively manage draught and on-premise resources in this important channel

  • Effectively allocate mobile assets (i.e. draught vehicles) for assigned region

  • Drive key visibility items into on premise trade (counter mounts, taps)

  • Ensure Guinness quality initiatives are resources are embedded in the market.

Decision Marking: Comfortable making quick decisions; ones that are not always popular and with pace. Makes decisions with field team, distributors and agencies to drive business forward.

Top 4 Accountabilities

  • Deliver regions AOP targets

  • Grow DBC share ahead of better beer for assigned regions

  • Grow Guinness draught share in the on premise for assigned regions

  • Grow DBC share in C-store (7-11 & Nielsen) for assigned regions


  • Educated to minimum university degree level

  • Strong Commercial and/or Marketing Experience needed (+5-7years)

  • Preferred to have distributor and event experience

  • Insight and understanding of Off, On-Premise & Non-Premise Event execution

  • Must have strong influencing, negotiation skills and conflict management skills

  • Financially astute and must able to manage budget across multiple spend types and vendors

Is an excellent multi-tasker with strong organization management

You must have a vehicle for this role. You must be willing to drive and travel in the tri-state area 30% of the time. This is an \"in the field\" role and maybe in the office 1 day per week.

Worker Type :

Primary Location:
New York 530 5th Ave

Additional Locations :

Job Posting Start Date :

Next job


Engineers (Returnship Programme) (1)

Fife, Scotland

Previous job


Sr. Brand Manager, Digital