* Brand Guardian for Malta Guinness- developing and implementing strategies to drive LT vol., share, and profit.
Context/Scope
* Malta Guinness is a premium non-alcoholic health and energy drink.
* Key Malta Guinness markets: Nigeria, Ghana, Cameroon
* Role based in Nigeria with some travels minimum 30%.
Dimensions:
Financial
- Delivery of the financial targets for innovation projects
- Plan, manage and be held responsible for implementation budgets cross various innovation and renovation projects
- Negotiates costs of third party suppliers of goods and services through procurement.
- Market Complexity
Relationships
External: Guinness Global team, Saatchi/Saatchi, BTL agency
Internal: UK Africa MD/director, regional/local general managers, directors, brand managers
Key Performance Indicators
Gold standard strategic plans and advertising
Recognised as marketing leader in region
Delivery of targets through growth drivers, key brand health.
Best practice coaching across region,
Creates a high performance team
Diageo Capabilities:
1. Be Authentic
2. Manage People for Success
3. Consistently deliver great performance
4. Grow yourself
5. Find Solutions
6. Connect to the Diageo Purpose
Functional Capabilities:
Insight Generation - Experienced
Recognises those consumer Insights that most effectively drive growth and drives them through to Implementation
Brand Essence/Positioning Experienced
Able to use Brand Essence tools to drive brand activity and improve consumer perceptions.
Develops team commitment and ensures all executions are faithful to the KBB or Conversion Driver.
Innovation - Developing
Effectively challenges orthodoxies
Encourages others to recognise orthodoxies and seek new ides
Consumer Driven Strategy Experienced
Has good understanding of 4As. Uses 4As to set effective Consumer Goals
Uses creativity and teamwork to develop options for each alternative Consumer Goal.
Game Planning Experienced
Develops annual Consumer Goals based on Strategic Consumer Goals.
Develops activity plans based on a clear understanding of the est. impact of new and existing activities
Top Accountabilities
Develop 5-year strategic plan for Malta Guinness.
Lead development of GAME plans
Regional Big Idea growth drivers identified, evaluated and adopted.
IMC alignment to growth drivers via high quality Game Plans
Communication campaign and new executions developed. Significant contact with advertising agencies
Regional media strategy developed based on CSD connection moments.
Commercial implications of pricing scenarios developed. Conclusions agreed and implemented
Sales teams engaged to deliver rapid growth in distribution
Regional BTL growth drivers identified and implemented
Functional capability of in-market teams developed. Champion DWBB
