Posted on :
4 May, 2021
4 May, 2021
The Commercial Planning & Activation Manager will work with Brand Marketers, Agency Partners and the Activation community to develop commercial plans, category growth drivers and brand activation programs to exploit growth opportunities for our spirits brand(s)
This role represents the ‘customer’ and ‘shopper’ in the Joined Up Business Planning process (internal planning). They are the experts in Brand Activation at the Moment of Choice and act as the advisor for brand to ensure commercial reality is baked into brand/consumer plans. The role monitors our overall BTL marketing investments to ensure optimized delivery of annual targets.
Job Title: Reserve Capability Planning & Activations Manager
Purpose of Role
The Commercial Planning & Activation Manager – creates a competitive advantage for Diageo by collaborating, creating and communicating the brands physical availability priorities across On, Non & Off -Premise Channels. This role provides the critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications and programs are commercially sound, impactful and are grounded in deep shopper, retailer and RTM understanding.
Top 3-5 Accountabilities
Delivers “fewer, bigger, better” brand activations that truly impact the brand performance in service of the Mission – grow share and deliver financial and consumer imperatives
Every commercial touchpoint understands their role in supporting the Brand ‘Must Do’s’ in service of the Mission/Plan
Grow yourself and others by living our Performance Ambition and leading through action.
Supports Head of Reserve in planning and executing the commercial/activity calendar ensuring we have effective promotions and a winning mix of brand & category activity to drive business performance within customers/channel and that all deliverables are OTIF.
The execution of the activation calendar and commercial plan, ensuring its completion within the Cycle Planning and Briefing process and supports evaluation/learning back into the wider business.
The CP&A supports the Commercial Manager in delivering Field Sales, Account Management and Distributors Teams the tools and support materials to drive brilliant execution within the channel/customers, and in setting channel specific brand and category execution guidelines and standards.
The role also tracks and evaluates channel in-store execution against well-defined scorecard metrics, ensuring we deliver on time every time to our customers.
Supports Commercial Manager on leading a transformational change focused on delivering flawless planning and execution through an effective cycle planning & briefing process.
Tracks channel in-store execution compliance of cycle activity plans and promotional plans (Brands and category plans) against well-defined Execution Scorecard metrics (distribution, visibility, SOM, SOV, share of shelf, Scale).
Tracks A&P and Trade Spend highlighting its evolution to Commercial manager and CP&A Manager, and is responsible for preparing activities Pre and Post M&E
Coordinates special packs and creates/executes in-store/outlet visibility solutions and support materials to drive brilliant execution in the PoS, focusing on channel needs and execution guidelines;
Owns and ensures the Commercial Standards – Outlet Execution and Customer Planning implementation.
Performs regular trade visits to identify opportunities and provide solutions to drive incremental sales
Qualifications and Experience Required
Bachelor’s Degree required in Business or related field.
4-7 years of FMCG brand/commercial experience in a fast paced, shopper /consumer insight driven, matrixed environment with business planning, commercial strategy and BTL creative skills important.
Comfort with change management and experience with customers (Bev Alc. ideally) and the 3-Tier RTM a significant advantage. Convenience/Beer/FMB experience preferred
Ability to manage multiple stakeholders/brand teams in agile environment.
Understanding about how the total sales organization operates and how to drive its effectiveness.
Ability to build relationships and work collaboratively internally and externally with good influential and negotiation skills.
Ability to work around and within a variety of different market conditions and demographic factors.
Strong analytical, presentation and project management skills.
Proactive, self-motivated, tenacious with commercial drive and commercial curiosity.
Excellent knowledge of Microsoft PowerPoint and Excel.
Flexible Working Options:
Role is based in Accra but requires the flexibility for regular travels within the country.
This role requires a strong presence in “Field” with extensive and regular trade visits within the channel.
This role requires traveling locally within the country (estimated 20%) and effective usage of virtual communication channels rather than face-to-face meetings with the rest of the organization.
Barriers to Success in Role
Uncomfortable with change and the need to adjust plans/thinking/tactics mid-year
Not open to feedback and the Challenge & Build culture at Diageo
Not decisive and seeks too much collaboration & input at the expense of pace
Not sufficiently in control of the content and aware of the context to drive simplicity and clarity for stakeholders