Job Description :
Regional Marketing Manager
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 :
New York 530 5th Ave
Additional Locations :
Job Posting Start Date :