Job Specifications
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 innova
About the Company
Diageo's official LinkedIn account. We're a global leader in premium drinks, across spirits and beer, a business built on the principles and foundations laid by the giants of the industry.
With over 200 brands sold in 180 countries, our portfolio has remarkable breadth. From centuries-old names to exciting new entrants, and global giants to local legends, we're building the very best brands out there, and with over 30,000 talented people based in over 135 countries, we're a truly global company. With such diversity, we're a...
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