Shopper & Consumer Planner CCA
Diageo
Panama City , Panama
hace 13 horas

Contex t

  • CCA (Caribbean and Central America) is a business unit formed by 29 countries, the focus one being Costa Rica, Dominican Republic, Puerto Rico, Trinidad, Panama and Guatemala.
  • The CCA business unit also includes the Free zone and border business which are trading channels. CCA incorporates both English speaking and Spanish speaking consumers.

    Our key brands of focus are Johnnie Walker whiskey, Old Parr whiskey, Buchannan’s Whiskey, Smirnoff vodka and Bailey liqueur.

    This role will also heavily interact with our luxury portfolio team given the nature of the luxury world. Our ambition is to be the best performing, most trusted, consumer products company in CCA.

    A lot of the countries in CCA are run by distributors and the marketing handled by distributor marketing teams. Only in Costa Rica and Dominican Republic we have an in market company where we perform all marketing functions directly

    Purpose of the Role :

    Diageo is committed to becoming the best performing, most trusted and respected consumer products company in the world. Being passionate about our consumers and customers sits both at the heart of our values and how we will deliver our performance ambition in every country where Diageo operates.

    The role exists to lead the total business with ideas and insights that sell more.’ The consumer planning team bring unique skill at leading the business to make the right strategic and commercially savvy evidence-

    based decisions within the ever-changing context of our consumers and customers lives. We have an industry recognized track record of thought leadership, beyond functional research expertise, strongly influencing brand building thinking and how we do marketing at Diageo.

    Key Accountabilities

  • Define and articulate opportunities for brand / category / customer / channel / market growth
  • Synthesize data and understanding from multiple sources - quantitative and qualitative and join the dots in a meaningful, actionable way.
  • Uncover deep insight but also generate the implications that will drive growth.

  • Ensure there is rigorous M&E behind our activities; use learnings to optimize and increase productivity of our A&P spend
  • Enable the creation and / or execution of outstanding growth drivers through consumer / shopper insight.
  • Effectively influence the business to make the right consumer / shopper led strategic and commercially savvy decisions
  • Lead and contribute to thinking that advances our understanding of culture, marketing, trends, consumer groups, and behaviours always in a way that drives to action
  • Requirements

  • Strategic Planning experience (7+ years)
  • Well-versed in fundamentals of qualitative & quantitative research (choosing methodologies, designing projects, interpreting observations and data, reporting with clarity and flair)
  • Demonstrates ability to unlock breakthrough insights (vs. just observation) from a diverse range of sources (not limited to just research)
  • An insatiably curious nature; imaginative at finding solutions and pursuing opportunities for growth
  • Innovative and creative but also intellectually rigorous in the thinking
  • Confidently influences, inspires and collaborates with diverse groups of people. Truly collaborative, a key team player but an objective voice of reason.
  • Immersed in culture and obsessive about harnessing it
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