Finance and Economics Management & Business Others Marketing and PR
3 - 5 Years
Luxury Customer Marketing Manager
Job Description :
Luxury Customer Marketing Manager
About us and the function:
Diageo Prestige is the portfolio of luxury spirits created from the very best of Diageo’s extensive stocks of whisky, rum and tequila. These span across some of the most recognisable brands, including Johnnie Walker, Talisker, Mortlach, Singleton, Lagavulin, Don Julio, Zacapa as well as legendary closed distilleries such as Port Ellen and Brora. Many of our Prestige products are highly coveted by collectors and aficionados all across the globe, with demand sometimes far exceeding the limited availability of these precious spirits. Diageo, with its breadth across categories and depth in brands, is well placed to take advantage of this opportunity.
We take great pride in producing liquids with absolute dedication to quality, craftsmanship and heritage. We are committed to create, protect and share the world’s rarest and most extraordinary spirits through exclusive programmes and tailored experiences. Key to delivering this growth is a global luxury approach working with our strategic luxury Markets (Asia, US, Europe and GT) to build brand equity through luxury media, partnerships and events and convert at point of sale through exceptional execution and storytelling as well as doubling down on our strategic pillars:
Continue to evolve our luxury participation in line with future luxury trends and consumer motivations
Consistently extend our advantage in RTC that connect us more directly with HNWI consumers
Build luxury expertise across the business and a luxury Supply Chain
About the role:
Brilliant Luxury Execution of Physical Availability is at the heart of the Diageo Prestige performance ambition. In Prestige the higher price points are more frequently bought in the Off Trade, but the On Trade is where consumers experience our brands. With 80% of luxury shoppers influenced by online, this is also a growing and important channel. As this is a new area for Diageo, the right candidate will bring their HNWI and high-end luxury expertise to the Diageo business.
Luxury consumers have an abundance of choice and are used to the latest in terms of quality, technology and trends and therefore consumption experiences must be interpreted and executed perfection and to create cut-through. The successful candidate will need to bring with them to the role the fundamental principles as to why consumers acquire luxury brands. We need to create / transform our visibility in the luxury consumption space, both how we show up and how we’re experienced, in order to engage, recruit and re-recruit as well as to engage and inspire.
The role of Luxury Merchandising Manager is to develop the category and deliver best in class sale drivers and execution for our brands in key channels and build a luxury customer marketing strategy and roadmap for the next 1 – 3 years. This role will translate Brand plans into brilliant commercial reality that will set us apart.
You will be a critical member of the Prestige Global Team working very closely with the GBTs, Reserve Customer Marketing, brand and shopper teams across all our key Global markets and our agency partners. This role requires an individual who is passionate about consumer and customer connections; who understands how to influence purchase at the point of consumption within luxury and who is abreast of the latest trends and regularly investigating the links between brand visibility and consumer motivation in the luxury context.
The role is varied and operates across the 4 channel types: On Trade, Off Trade, 3rd Space and Private Sales across both on and offline.
The role is responsible for directly managing the Customer Marketing A&P and indirectly influencing the Market execution budgets. There is freedom to create proposals and pitch for/ secure additional funding should these demonstrate to deliver the necessary results.
The remit of this role is global, and solutions will need to be developed with a global lens, but with the ability to be adopted and adapted according to specific local nuances and needs. Additionally, solutions need to be developed across a wide range of brands in our portfolio and catering to a wide range of disciplines and channels.
Leadership Responsibilities and Decision-Making Rights -
The role reports to the Global Head of Prestige and is responsible for the strategy and execution of how we show up with our Prestige portfolio and brands in On/Off Trade, 3rd Space, D2C and Ecommerce. The role collaborates very closely with the Global Brand Teams, Reserve Customer Marketing, Prestige Markets and the Global Prestige Team.
While the role has no direct reports, an ability to influence, inspire and lead others will be necessary as each deliverable will require project managing a number of stakeholders and agencies. The scope of this role is new and still evolving; hence there is a lot of freedom for the individual to create the conditions to achieve the objectives.
Lead the detailed annual global plan and broader 3-year plan, to transform Prestige execution across luxury channels, working closely with Prestige Commercialisation, GBTs and Market leads
Bring to the business specialist luxury expertise to ensure Prestige brands deliver best in class execution, translating Brand plans into commercial reality that will drive the right luxury credentials and consumer engagement
Review current execution across Markets and lead plans to transform or optimise what currently exists to bring it in-line with global standards, supporting Markets with investment requests, planning and deployment
Be an expert in luxury consumption channels as well as luxury trends to build compelling channel execution plans and strategies, with clear guidelines on how to execute
Bring on board new agencies and creative thinking and share insights, trends and best practices with Brand teams and Markets and provoke new thinking
Be the link between Global Brand teams and Market Customer Marketing and Activation to ensure plans are adapted by channel and customer depending on specific needs and desired outcomes
Work closely with Markets on execution of large-scale luxury partnerships or visibility (Luxury Department Store Take-Over, Collaboration Pop-ups)
Supporting markets in deployment and final M&E to drive learnings
Ensure the ATL and BTL strategy and brand Customer Marketing programmes are tailored by channel/ Market for execution including e-Commerce and 3rd Space
Lead the global Prestige gifting agenda and key occasion agenda placing it firmly in the luxury space and driving best in class results
Work with Markets to lead the Prestige Brand 3rd space strategy execution delivering exceptional activations that drive PR and sales
Lead Prestige Private Spaces design and execution, working closely with the Private Sales Commercialisation Manager and Marketing Manager
A proven track record (8 years +) of high-end, luxury experience across Customer Marketing / Visual Merchandising across all channels (on and offline)
Ideally with a background in high-end Beauty, Fashion or Jewellery with experience working at a Global level or across a number of key luxury Markets
Brilliant project management skills and hands on delivery mindset and executional standards
Strong creative judgment and good commercial understanding (of our markets, their customers and their shoppers)
Strong affinity to and understanding of the principles of luxury brand cues and luxury selling
Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.
We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.
Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.