Job Description :
Diageo Context
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 the top two largest spirit brands in the world, Johnnie Walker and Smirnoff and 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, Tanqueray and Guinness.
More about Diageo is available at its web site: https://www.diageo.com/
Role Dimensions
eCommerce has been a significant growth channel for Diageo in GB, growing at >80% in value over the last year, the biggest growth contribution to the GB business over this period. This channel is all about capturing the shopper shift to online shopping and driving incremental growth for Diageo through the execution of unique eCommerce activations. With the environment we find ourselves in now, this channel will only continue to become more prevalent and a bigger part of our overall business.
To capitalise on the shift to online shopping and ensure we are future proofing our business for the digital world, we recently launched a Direct to Consumer site, Malts.com and are in the process of significantly expanding this. The eCRM manager will play a crucial role in ensuring we consistently communicate with and manage our new and existing direct customers. The value of the D2C is also beyond another sales channel for Diageo and will be a significant data source for Diageo GB to make wider impacting decisions built on robust and direct data & insight..
To win we must combine and use Digital Marketing skills, commercial capability, data and analytics to identify insights and execute unique digital programs/activations. You must be a forward thinker who is able to live in ambiguity and develop game winning strategies. You need to be innovative and curious around the possibilities that Digital uniquely offers.
Top Accountabilities
Inspire through Purpose:D2C Strategy & Alignment
Define and execute the in-market content creation strategy across our D2C retail experiences: TheBar.com, TheBar.com GMS, Malts.com & Seedlip.com
Ensure we are embedding the omnichannel experience across all D2C platforms in GB, establishing key WOW across:Global and local Diageo marketing teams
GB Commercial teams (& Customer Marketing to roll out learnings)
Diageo retail store partners (Brandstores/Distilleries)
Partner agencies (UNIT)
Win through execution:D2C Content: A+ execution
D2C Platforms
Build theBar.com retail & online, malts.com and Seedlip.com marketing calendars (incl retail execution calendar for GMS Bar.com) and manage the coordination and execution throughout the year for Diageo owned execution platforms. Work with the customer marketing team to ensure this is integrated into the wider retail calendar.
Work with the store manager and D2C Trading manager to build and activate shopper/brand campaigns in store and online across theBar, malts.com and Seedlip.com
Working with Global teams on Global D2C platforms and execute how this shows up in GB by budgets defined through Customer Marketing;Ensures product images and product copy is best in class on D2C websites
Creates additional consumer facing materials such as in-order leaflets, recipe cards, POS
Works with Brand Ambassadors to integrate BA activities into Diageo D2C strategy
Collaborating with the C&E (Culture & Entertainment) team to build strong PR and influencer plans for D2C websites
Working with Media and Brand Managers to create briefs for D2C media plans across social media, display, search etc.
Works with UNIT to adapt and resize banners in line with D2C requirements
Responsible for sampling initiatives across the portfolioDefine process and execution strategy for sampling campaigns (internal and external)
D2C Led Brand Campaigns
Lead the GB in market toolkit creation of special releases and luxury launches, including but not limited to:Whisky special releases
HNW Whisky Innovation
Timebound execution of luxury SKUs in our portfolio against a calendar of retail events
Shape the Future:D2C Research, Insight: test and learn
Drive Ratings & Reviews for D2C
A/B consumer comms testing where required in conjunction with Shopper Planning
Invest in Talent
Raise the bar for digital excellence through peer-to-peer coaching across the Shopper Marketing and wider Revenue Category Growth Team
Lead dcomm best in class A+ content development and own the strategic framework for how 365 essentials are deployed across all brands and categories
Essentials
You have anextensive past experienceof managing Media and CRMfor an online retail platform
You are aDigital marketing expertwho understands key digital KPIs for driving traffic, shopper acquisition and revenue in the online environment.
eCommerce– you can demonstrate an understanding of key barriers and opportunities within the eCommerce channel and are able to use Digital marketing tools to deliver sales
You have anomnichannel approachand have a point of view on how best practices can be transferred across channels.
You understandSearchand its role within the D2C ecosystem and how to influence and disrupt shopper behaviour along the digital path-to-purchase
You enjoy keeping up with trends, competitor activity & discovering the success platforms of the future.
You have strongAnalytical skills– you can synthesise and analyse data, generating meaningful insights and recommendations
You haveagilityto work in a fast moving, matrix organisation and the ability to build brilliantrelationshipsto deliver amazing outcomes.
Worker Type :
Regular
Primary Location:
Park Royal 7HQ
Additional Locations :
Job Posting Start Date :
2021-07-23-07:00
