Finance and Economics Management & Business Others Marketing and PR Supply Chain and Procurement
Global Luxury Director
Job Description :
The Diageo Prestige portfolio of luxury spirits is created from the very best of Diageo’s extensive stocks of whisky, rum and tequila. Diageo Prestige has set itself the ambition to be a leader in super luxury spirits, becoming the most trusted and respected provider of luxury experiences and products to HNWIs. HNWI & Luxury growth has been the most resilient during the Covid-19 impact and is expected to continue accelerating . HNWIs are spending more of their time at home, thinking about their tangible assets and ‘passion investments’. We are well placed to capitalize on this opportunity.
To capture market growth, share gain, and category creation, Diageo will need to create, deploy and embed a Luxury Blueprint to capture the opportunity in True Luxury, this will require multiple ‘big shifts’ in how the consumer and customer see the product and our experiences.
The Luxury Blueprint needs to be underpinned by an operating model that allows Diageo to lead in this segment and will have a dedicated organisation –a global team alongside True Luxury organisations in ~5 key markets.
These meaningful shifts require a luxury specific skillset and experience. They are embedded across the areas of:
Global Luxury Brand positioning – Embedding a globally driven brand architecture, with consistent icons at each key price tier
Curated Product - Strong discipline around luxury pricing –driven by channel management, commercial guardrails and rigorous luxury RGM approach
Segmented Omni-Channel - Elevated focus on D2C channels, with coordinated, global approach across Private Sales, ecommerce, brand homes and auctions. Highly segmented channel strategy, targeting top accounts in key luxury cities with strict allocation of luxury products and clear trade-offs between presence and presentation
Flawless Marketing - Globally driven A&P approach, with concentrated focus for luxury in core markets and key cities to establish luxury brand credentials. Higher focus on targeted marketing including digital, CRM and PR/events, with ATL focused on trademark. Clear checklist for global activations including partnerships
Quality Luxury Supply Chain - Clear segmentation logic for the supply chain,
making clear what products require ‘Luxury’ E2E processes for Luxury supply chain, defined by clear parameters and operating with agility. Dedicated people and places for Luxury at key points of the supply chain.
The Prestige Director is responsible for setting strategic direction for the future growth of Diageo’s True Luxury business, including Global Private Client business, by developing a sustainable blue print, setting execution standards, defining HNWI engagement strategy and constantly identifying and evaluating new revenue streams in partnership with key markets.
Drive Performance –
Setting the vision, ambition and building the global Prestige AOP roadmap to deliver leading market performance and share gain Accountable for annually delivering the Prestige AOP, CAAP, OP, OH and input performance metrics. Partnering with markets in the delivery of the annual AOP in that pursuit.
Building outstanding relationship with priority markets to gain traction and transformation of the Prestige luxury business model.
Lead and create, alongside the WWW (Winning with Whisky team) team, a long term (10 years) sustainable product pipeline for our rare and collectible Whisky stocks.
Create and embed the right luxury KPI’s and metrics, ensure close monitoring with the right ROI, so that the Prestige P&L in the markets continue to evolve with sustainable and profitable growth.
Management of A&P spend
Develop and embed the Prestige Operating Model and route to consumer -
Required to play a leading role in setting and embedding the Prestige operating model.
Further accelerating and refining the business model for the Direct to Consumer private sales business platform.
Developing and executing our global digital footprint across private sales, CRM, ecommerce and social.
Embedding the luxury growth drivers and ensuring the required shifts are implemented and executed with excellence across the key Prestige markets.
Providing the strategic direction and central assets of all commercial go to market aspects so that they can be rolled out globally in a consistent manner
Partnering with Supply to deliver a world class luxury supply end to end organisation.
Lead and develop a team, embed luxury principles and capabilities across the organization -
Lead and develop a team to ensure an uplift in true luxury capability within the team
Play a key leadership role in embedding luxury capability and credentials across the organization and in markets
Qualifications and Experience Required :
High energy, inspiring, tenacious and performance driven leader, able to unlock, reframe and turn opportunity into commercial reality
Proven track record in high end Luxury with strong years of relevant experience
Strong commercial and financial acumen
Have a good network and understanding/affinity with the luxury market
Strong relationship building, resilience, collaboration and ability to Influence across senior levels in the organisation
Comfortable working within a fast-paced, entrepreneurial and matrix decentralized organisation
Cultural sensitivity with broad experience in managing a business in an international luxury environment.
Excellent communicator – both verbal and written – who is great at delivering clear and simple messages while inspiring teams.
Passion for growing talent and enabling true luxury capabilities.