Job Description :
This role acts as the General Marketing Manager of Reserve Brands -reporting to the Head of Reserve & Malts-, driving commercial success and equity and SOM growth.
The role strategically integrates content and growth drivers and provides commercial leadership to deliver the plan
The Caribbean and Central America (CCA) market is a Diageo business unit that generates approx. £226.7m NSV and OP : £123.
4m. The domestic markets represent aprox 70% of this NSV and FTZB 30%. It is the most profitable market in LAC both in terms of absolute operating profit and margin.
90% of our NSV is USD invoiced.
CCA is a very dynamic market with many opportunities. Our geographical footprint covers 37 countries, where different languages are spoken and we have a population of 80m, 52m of whom are LDA+.
Our model is a distributor based RTC with 57 partners. We also operate with six distributor Free Trade Zones and with two operators in the border between Mexico and the US.
We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology center and principal warehousing operations.
Submits the Brand Plans after incorporating input and feedback from Manager, Director and GBT.
Approves the A&P and split per brand driver.
Approves the brand toolkits.
Approves the BTL tools and materials proposed by CMO from the BTL activities.
Approves the media plans proposed by the Media and digital manager.
Recommends the brand performance interventions.
Responsible and accountable for the brands’ A&P.
Brand Equity / Shares / Volume / Profit achievement
Accountable for delivering the brand P&L and leading the business functions that are responsible for delivering the plan
Supports to deliver the right A&P and investment behind the Brand / Market and ROI KPIS
M&E of key activities and resulting investment decisions
No direct reports to this position, yet people management is critical : this position needs to work along and influence Commercial, CMO, marketing and finance both internally and with Distributors / Partners teams
Great relationship builder with different stakeholders internally and externally
Demonstrate strategic thinking, leadership and ability to manage businesses for long-term viability.
Think in the future, anticipate trends and opportunities, while generate ideas and move them into action
Every brand manager as a General Manager of a Brand
Ability to orchestrate remote work teams (internal and external stakeholders)
Pulls together the cross functional team of specialists, customer marketing, sales and agencies to deliver the MBP’s E and beat AOP.
Defines 5 year Strategic Plan identifying sources of medium term growth and resources needed.
Drives the MBP’s Process to establish strong brand / category and business objectives and plans behind variant
Defines Activity Calendar and A&P Split by Brand, in consensus with commercial area.
Leader of the Commercial Roadmap for Don Julio, Ketel One, Ciroc, and Scotch SDXL portfolio.
Responsible and accountable for all ATL implementation, including Media plans, Digital Marketing, Public Relations and creation of the concepts for the Out-trade experiential events.
Defines and monitors Price Strategy for each brand, in consensus with the commercial area and following Global Guidelines.
Partners with the GBT on the ATL content creation and lead the local creation when needed.
Partners with the Digital and media team on creating ATL strategies that win.
Supports Customer Marketing team to adapt or create BTL toolkits for CCA.
Leads the Business Performance Management Process including P&L tracking, Market share monitoring, Brand equity tracking and Category performance with a focus on Sell out.
Proposes corrective actions or M4Ms, as needed.
Administers the overall A&P budget of the trade mark.
Ensures M&E is used to drive A&P effectiveness.
Graduate of Business Administration, Marketing
Minimum 8 years’ experience in consumer marketing (CPG companies desirable-)
Fluent in English and Spanish (oral & written)
Good Computer skills
Experience on integral communication plans development
Consumer / shopper behavior driven
Excellent report writing and presentation skills.
Price management at point of purchase
Commercial awareness of consumer trends / profitability.
Excellent analytical skills.
Available to attend late evening events.
Capacity to move from strategic thinking to detail in execution and vice versa.
Role is based in Panama city, Panama
This role requires traveling across the market (estimated 15%) as well as effective usage of virtual communication channels.
Worker Type : Regular