This role is responsible for transforming the way we do category strategy and category management within Diageo, Europe. This role operates across all RTM and Digital sub categories and all channels with a total European and Russian geography.
We want the Europe category team to be a centre of excellence for category. We have purposefully called out category as a key area to transform across Europe and deliver powerful levers for growth with customers. This role will be part of changing the way professional shoppers made their decisions around which brands to stock as well as leading the thinking around how we activation digital e commerce. This will lead to penetration, category value, share and category equity increases across Europe. Success will also mean we have a clear vision for the future and will identify where Diageo should play. There will be a clear definition of the perfect outlet with one view across all outlets.
The team will provide the customer category development team with category strategies and tools that can be easily executed across all customers. Critically the interface between commercial, consumer, shopper and customer, where value is created, will be one where ‘mastery’ is achieved by the individual. The role will be responsible for collecting European commercial insights/market intelligence and turning these into transformed strategies and category tools to execute against them at scale. Whilst part of this role is the collection of commercial insights across channels; consumer planning will still happen at a European level. However, there is an expectation that this role and consumer planning will work very closely together.
The role will be responsible for all elements of the perfect outlet including 365 and using M&E, insights and partnerships to set a new direction for the adult drinks category. Part of this ‘new thinking’ will be the development of total category pricing and promo recommendations for customers for the channel to maximise category value. This role will own the category vision, and work very closely with the shopper and consumer marketing teams to ensure the sub-category plans are fit for channels. A key element of this role will be to provide the customer and channel 1st thinking against the development of all PA tools, both category, multi-brand and single brand. This role will be the guardian of ‘readiness’ of the tools to be delivered to sales teams at the Seasonal Briefing Cycle for all channels.
This role will be a senior and experienced individual who has a track record of success, and who has demonstrated the ability to deliver ‘thought leadership’ and lead a transformation agenda. The individual will be highly analytical and strategic, and able to translate complex thinking into powerful narratives to engage others. This role will have excellent relationships with the country category and commercial teams, and marketing and planning teams, particularly the brand and innovation directors. This role reports into the Head of Cat Strat Adult Drinks.
Accountability and breadth will span across total Europe and Russia. Due to the control being across all Diageo brands in Europe, including distributor brands, the portfolio is very diverse. The requirement is to deliver ‘category breakthrough’ beyond the basics. Whilst we need to continue to raise the ‘floor’ around Europe, this role is all about raising the ‘ceiling’ on Category. Success will be the redefining of the role of adult drinks within our customers and the development of tools for countries to implement against some major category levers, leading to category growth and Diageo share growth. The successful incumbent will have the ability to go beyond our world to find solutions e.g. working with security companies to overcome the theft barriers, or agency partners to understand how we develop new thinking to influence on the ‘path to purchase’, or working with innovation to deliver packaging format solutions.
This leader will also be responsible for the collation of all the customer and commercial insights across Europe through the country category teams. This leader will be mastery in marrying customer and commercial insights with the new category platforms and the consumer demand spaces. The person will develop new thinking in the way the adult drinks category shows up, and is purchased.
This leader will be exceptional at thought leadership, they will be trusted and valued for their opinions, and celebrated for their new thinking and ideas. This role will be responsible for the overall European customer channel strategy and ‘sweep’ of growth drivers.
They will interface externally with agency partners, driving change, and delivering through 3rd parties. They will understand the agendas of our key customers.
Setting the processes and direction for how the total Europe category community operates will be a key requirement, and there is an expectation that performance breakthrough will be delivered through this role, and achieved by delivering through others.
Purpose of Role
To lead the creation of the RTM and Digital Adult Drinks category strategy, sub category strategies, and perfect outlet blueprints for all channels. This will create one version of ‘what great looks like’. To gain buy in and adoption across the organisation to category centric thinking, and create simple and compelling category propositions that can excite and engage our customers.
To become category development industry leaders in FMCG and adult drinks.
To transform Diageo approach to category strategy and development.
To deliver sub category strategies and perfect outlet blue prints.
To transform our capabilities across Europe in category strategy and development.
To work cross-functionally to drive category centricity within the business, partner with other functions, such as Innovation and NRM to realise category growth and value opportunities.
Drive category strategy understanding and usage ‘deep’ into the organisation.
Qualifications and Experience Required
An individual who has high analytical agility and a strategic thinker, who is able to drive a vision into action and transform our approach in category.
A commercial leader that has a broad base of experience across commercial and marketing disciplines and mastery in customer and channel understanding.
A great people leader, who is able to inspire great performance of others.
Excellent relationship building skills that enable multi-national and multi-functional cut-through and collaboration are a must for the role.