Job Title: Shopper Marketing Manager – Baileys, Alcohol Free & Pimm’s  

Role profile: Full time

Contract: 6 months

Reports To: Alcohol Free and Pimm’s Marketing Manager

Location: London, GB 

Diageo was created in 1997 but its business is built on the principles and foundations laid years before by giants of the industry – Arthur Guinness, John Walker, Elizabeth Cumming and many more. Today, Diageo is a world class leader in beverage alcohol, producing an outstanding collection of over 200 brands and owning 20 of the world’s top 100 spirit brands. Its portfolio also includes Crown Royal, J&B, Buchanan’s and Windsor Whiskies, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Casamigos, Tanqueray and Guinness. 

Diageo has built a strong platform for growth – through investment in its own brands, and by acquisition to broaden the geographical footprint and category depth and range. The company’s strong local business units are well-positioned to win in increasingly competitive and fast-paced environments. Diageo’s portfolio is well-diversified across price-tiers, enabling it to participate where consumer opportunity is greatest, and to capture shifts in consumer preference. 

Diageo's culture is built and maintained by the five values that underpin its business and guide how Diageo works. At Diageo, employees are passionate about its customers and consumers and want to be the best. They give each other the freedom to succeed and value each other. Employees work hard so they can be proud of what they do and how they do it. While Diageo moves at pace, constantly evolving and improving, its values remain consistent. Diageo wants that employees live these values every day, everywhere so that Diageo can be proud of what they do and be the best that they can be. 

More about Diageo is available at its web site: https://www.diageo.com/  

Role Dimensions:

Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future. Diageo brand teams are the custodians of our brands and work to ensure the future growth and success of each brand. As a member of this team you will be the guardian of our brands within this category and work to shape their future. 

BAILEYS:

Baileys is the #1 loved spirits brand in GB. Since 2016, Baileys has been on a mission to redefine itself outside of the liqueur category and become the #1 Adult Treating brand in GB. In 2016, Baileys pivoted its strategy to become an adult treating brand, which catapulted both the brand’s perception and its performance in the market.  

At Baileys, business is seen as a force for positive change, which is why the focus is on creating the most significant recipe to date: Ingredients for Good, a Recipe in the Making. The aim is to make a positive difference to communities and the planet. After all, treating is an act of caring not just for oneself, but for the world around us. In recent years, the amount of water used in factories has been reduced, and 100% renewable electricity now powers them. The recipe for good is still in the making, with ongoing efforts to improve the impact and ambitious goals set for 2030. 

Baileys has significant ambitions both globally and within the GB market, offering a wide range of opportunities in the treating market, making it an exciting challenge for a marketeer, reporting into the Head of Baileys, to drive Baileys to its new wave of growth. We are looking for someone highly driven, self starter, that will combine creative flair with a strong commercial radar and has a track record of excellence in execution. All in service of returning the brand and category to growth.  

Alcohol FREE & PIMM’S:

23 million GB Adults are attempting to moderate their consumption of Alcohol ​(+1.2M vs. 2024)​. This behaviour is the force behind Alcohol Free Spirits and RTDs (Ready To Drink), which have enjoyed a number of years of double-digit growth.  Diageo has created the umbrella campaign platform of ‘House of 0.0%’ and evolved its plans to be ruthlessly focused on social occasions.  The Shopper Marketing Manager will own the optimisation of the House of 0.0% Shopper strategy and influence customer plans and execution. 

Since 1840, Pimm’s has been integral to the great British summer. In fact, when the sun is out & the thermostat hits 18+ degrees, Pimm’s sales rise +73% - Pimm’s O’clock!  Consumers who are looking for longer, refreshing-tasting serves are driving subcategory growth, and Pimm’s has the perfect proposition to tap into these trends.  Key to unlocking this opportunity is for the Shopper Marketing Manager to support the customer and commercial teams with the tools needed to own the start of summer.  

Top Accountabilities:

You will drive and project manage Shopper programmes across Baileys, Pimm’s and Alcohol Free portfolio including upcoming innovation launches. 

Ensure all the brands have the tools and programmes necessary to deliver our commercial plan. Working with the wider team and agencies to bring consumer and shopper-facing touchpoints together to deliver the most powerful plan possible.  

Create a strong mechanic and toolkit to grow and expand Baileys consumption in On Trade by engaging relevant stakeholders and holding agencies into account.  

Work with Customer Marketing to ensure that toolkits are fit for purpose and delivered at the scale needed to unlock execution goals. Working with them to understand the impact of the work and where it needs to be evolved in the future 

Produce bespoke programmes for our strategic customers, working closely with our commercial teams so the work delivers against the specific customer need.  

Act as the voice of the customer within MBP so that we deliver solutions to build our brands at the point of purchase.  

Lead and own deployment of brands’ strategic initiatives into clear action plans in trade with customer marketing teams. 

 Leadership: 

Win through Execution:

Sets and pursues direction without guidance and takes a wide view of their accountabilities 

High energy and ambition to achieve successful outcomes and high standards 

Balances analysis and execution and adjusts thinking in the face of new information 

Actively spots opportunities or issues and identifies which are urgent and important 

Generates a range of workable solutions, decides what should be done and takes action 

Ruthlessly prioritises to be able to land projects with most importance. 

Shape the Future  

Sets a stretching vision for the future, and engaged and enroles people in this vision and context 

Sees the big picture and possibility from multiple angles and through a creative lens 

Frames issues in a way that creates clarity and incorporates others' best thinking 

Accurately digests large amounts of information and breaks down complex problems thoroughly  

Challenges themselves and others to take on new or unfamiliar tasks and ways of working 

Inspire through Purpose 

Finds broader meaning in their work and aspires to make a significant difference 

Reads their environment and understands how culture and context influences people's perspectives 

Is actively aware of the impact they have on others and tunes in to the needs of individuals around them 

Communicates in a compelling, persuasive and impactful way 

Draws on a variety of influencing styles to engage different audiences 

Invest in Talent 

Displays confidence in their ability to meet challenges and succeed 

Maintains belief and optimism and bounces back quickly from setbacks or failures 

Demonstrates a realistic and thoughtful awareness of their own capabilities 

Proactively seeks feedback and development for growth and takes action  

Ideal experiences / Qualifications / capabilities 

6+ years of relevant marketing or commercial experience preferably on lifestyle consumer brands  

Existing capability to build genuine relationships built on mutual trust & respect 

A track record of managing and driving performance and excellence in execution across touchpoints  

Solution orientated solving challenges to ensure we achieve our goals. 

Strong evidence of creative flair, strong cultural radar and implementing entrepenaurial solutions. 

High levels of Experience managing agency relationships 

As a temporary contractor, you'll be employed by our Managed Service Provider, Magnit Global, who manage most of our temporary contract hiring, you will not be employed by Diageo