Consumer Planning Manager

Function: Scotland Brand Homes

Location: Edinburgh, Scotland

Permanent, Full Time

Closing Date: November 30, 2024

About the Role

Wanted, curious truth seeker, insight generator and strategy specialist to come and help us craft our business by putting the consumer truly at the heart of it.

Whisky tourism is the #1 activity for tourists in Scotland with over 2m visits to Whisky experiences across the country each year. Our visitor experiences offer unparalleled opportunities for consumers to immerse themselves in our brands and play a critical role in recruiting consumers from all over the World to our brands and the wider Scotch Whisky category.

We are on a mission to double the size of our Scotland Brand Homes business in order to recruit over 2m consumers per year into Diageo's brands. Our brand homes are the perfect blend of consumer experience, elite retail and outstanding F&B, they play a meaningful role within each brands consumer recruitment eco-system whilst also being one of Diageo's few truly direct to consumer (D2C) businesses.

We encourage consumers from all over the World to Scotland every year many for the 1st time. Whilst Whisky is a reason to visit Scotland they also are seeking to spend times outdoors, visit cultural attractions, play golf etc. Our role as brand homes extends far beyond just tourism however as we are central to GBT strategies as the home of the brand and for several brands create content which is scaled across the World.

The role of the Consumer Planning Manager is to lead the charge to make Scotland Brand Homes a truly consumer centric organisation by formulating and sharing penetrating consumer insights to enable better decision making, craft strategic thinking and deliver experiences and products which will be both highly important to consumers and truly distinctive.

Key Outcomes

• Define and articulate opportunities for brand growth by providing deep insight on consumers and competitors and understanding of consumption occasions and big societal trends. Using all of this to help to ensure that all marketing plans are rooted in insight and are deeply relevant.
• Build sustainable, future proofed brands with market leading performance.By systemically, diagnosing, evaluating and creating strategies and work/activation which meet consumer and customer needs ahead of the competition.
• Understand the opportunities for innovation- looking at the occasions and motivations where we can innovate, the role for innovation on each of our brands, and ensuring we craft high quality concepts. Also understanding the best way to build newly created brands.
• Increase effectiveness of marketing investment through applying learnings from measurement and evaluation.By driving a learning culture based on accessing and applying world class systems, tools and capability. Has a real lens on productivity.
• Track and control the effectiveness of A&P spend and ensure full compliance with DMC

Functional Capabilities

• Proven track record of leveraging consumer and shopper insights to deliver empirically successful commercial action
• Rigorously analyze strategic landscape and relevant trends in order to identify and prioritize critical research and learning needs
• Manage specific category research, as well as other ad hoc market intelligence gathering, to best identify and understand complex human motivations and behaviors as they relate to business solutions
• Supremely comfortable with both qualitative and quantitative data sources, their analysis and use as sources of consumer insight
• Expertise with the most up-to-date theories of Brand growth and decline, and an interest in how these are evolving

Leadership Capabilities

Win through execution - Lead bold execution in a fast moving world;

• Act like an owner of Diageo by holding self and others to account for highest standards.
• Inject a restlessness to win and unlock capacity to decide and act quickly

Inspire through purpose

• Inspire teams to take entrepreneurial risks by building trust and respect through open and honest relationships

Shape the Future

• Set context and empower people to experiment and unlock opportunities for growth
• Enable others to imagine the future and be brave to act boldly now
• Demand diverse external perspectives and trends that create impetus for change
• Insist on sufficient data and insights that quickly move us to action

Experienced Required

• The ideal candidate will have experience in consumer/shopper planning or insights ideally with some gained on a Luxury brand in multiple markets.
• A powerful strategic thinker and strategic leader with strong creative judgement.
• A healthy challenging outlook on all new information, with high standards for the credibility and value of data
• Evidence of working comfortably in a highly ambiguous environment at pace, balancing multiple project is a major plus.
• Those highly skilled in fostering great effective relationships both internally and externally, in person and remotely will thrive in this role.

Working with Us

Join us and you can also expect a highly competitive and flexible rewards and benefits package including:

• Product allowance and membership discounts
• Contributory pension scheme
• Competitive annual bonus (dependent on performance)
• Generous holiday allowance
• Annual merit based uplifts

Celebrating our inclusive and diverse culture is core to Diageo's purpose of "celebrating life every day everywhere". This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.]]>