Brand Manager Scotch and Reserve – Diageo

Job: Brand Manager Scotch and Reserve

About us

From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve. Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people. Feel inspired? Then this may be the opportunity for you.

Context

Uganda Breweries has ambitious plans for future growth and within the context of an emerging market is increasing focus to deliver a breakthrough plan towards FY 25. Scotch and Reserve is a key strategic priority to enable this growth.

Spirits will account for 70%* of our TBA CAAP in Uganda by FY25, (currently 58.3%). Scotch and Reserve specifically will account for 20%* of our TBA Revenue in Uganda by FY25 (currently 5%). UBL is currently the No 1 player in the country by value, followed by ABInbev owned Nile Breweries. Other competitors in this market include Heineken and Pernod Ricard.

The role is based in Kampala, Uganda.

Dimensions

Financial

Portfolio Volume: 55,000 EUs, NSV: 6.5M GBP A&P: 2M GBP

Leadership Responsibilities

The role will require the incumbent to develop broad cross functional working relationships across commercial, business support and supply community interfaces. Furthermore, this role will need to develop strong relationships with the Global Brand Team. The role also requires support of Commercial teams in value creation with external partners, especially Key Accounts.

The role requires leadership of key external partners, specifically agencies and also require the incumbent to develop and manage relationships with our Scotch and Reserve consumers to generate value and sustained equity.

Purpose of the Role

• To deliver breakthrough business performance on the Scotch and Reserve portfolio while building the equity and future value of the category lead by key brand(s)- Johnnie Walker, Black and White, Singleton

• To develop and execute a Scotch and Reserve strategy that commercialises the Scotch and Reserve portfolio and ensures that Scotch and Reserve is firmly established as the benchmark of the luxury industry in Uganda

• To understand the motivations of high-income consumers and plan activations and sales drivers against this.

• To build Scotch and Reserve capability and advocacy in market by working with the commercial capability team in the Global Scotch and Reserve Team.

• To generate strong and sustained PR for the brand(s) in the market by leveraging strong media relationships

Top Accountabilities

• Development of the Scotch and Reserve strategy in alignment with the Spirits strategy. This includes leading the annual Marketing Business Plan as well as the annual Pricing Strategy.

• Development and Implementation of Insight based activity to achieve long-term sustained growth for Scotch and Reserve.

• Commercialisation of the Scotch and Reserve portfolio and implementation of channel strategies to achieve desired outlet listing and ROS while ensuring optimal investment of A&P resources to deliver business results for the brand(s).

• Ownership and monitoring of holistic brand performance, initiating interventions where necessary. This will require the tracking of consumer and commercial business performance on a regular basis including P&L management, consumer tracking and share tracking.

• Maximising direct selling opportunities through implementation of Scotch and Reserve specific route-to-consumer (RTC) solutions including event partnerships, activations and Key Accounts.

• Managing the development, implementation and evaluation of Scotch and Reserve training, ambassadorship, education, mentorship, and advocacy programs to ensure delivery of Scotch and Reserve business results.

• Managing the establishment and maintenance of an education program for UBL staff, consumers, and bar staff.  This includes the recruitment and management of ambassadors, expert bar trainers and the implementation of respective programs (such as DBA, Whisky Tastings and Loyalty Programmes).

• Driving the highest standards of execution for the brand(s). Ensuring excellence in the development and execution of communication and activation plans.

• Ensuring high quality measurement and evaluation (M&E) on all brand activities and implementing learnings.

• Managing the direct (to consumer) selling Scotch and Reserve business including acquisition (recruitment), engagement and retention of the next generation of whisky consumers

• Working with below the line (BTL) and PR agencies to deliver world class consumer experiences that are trend leading in Uganda and Africa.

• Supporting Key Accounts Team in creating value with external partners and stakeholders.

• Representation of the brand(s) externally building awareness and advocacy amongst consumers.

• Managing and implementing effective PR plans with high ROI on A&P investments.

• Assisting and supporting the Marketing Manager on key projects as required.

Qualifications, Experience and Skills Required

• Appropriate tertiary marketing qualification – Degree.

• Marketing certification or Post graduate Degree an advantage.

• Computer literacy: MS Office (Word, Excel, Power-point, Project)

• High cognitive ability.

Experience

• Minimum of 4-5 years Brand management and commercial experience with previously demonstrated success within this environment.

• Experience working with and successfully managing agencies / strategic partner relationships.

• Demonstrated success in a demanding, complex business environment.

Key Skills

• Strategic penetration                                                                 

• Consumer insight                                                                      

• Motivating and inspiring agencies and cross-functional teams      

• Marketing judgement                                                                

• Commercial Accumen                                                              

• Excellence in execution                                                           

• Brand/Portfolio Profitability                                                        

How to Apply

Click Here to Apply