Marketing Director Guinness, Sponsorship & Brand Experience

Diageo is the world's leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose - Celebrating life, every day, everywhere - has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value. There's a rich history of character and iconic products to promote. And we rely on driven, passionate commercial executives to protect the legacy of these brands and ensure their future success.

We're innovators, collaborating with people around the globe to disrupt and push boundaries, redefining the future of our extraordinary brands. Our Innovation team offers a wide range of roles, from helping to grow existing markets to developing exciting breakthrough ideas. Creating industry-shaping innovations and bringing a strategic viewpoint at every stage.

We celebrate and nurture creative potential to break new ground. Our teams around the world, work together to innovate, explore creative possibilities, and develop new strategies. Whatever the role, we'll challenge, inspire, and support you to become the best innovator you can be.

Guinness

Guinness is one of the most iconic brands in the world, and is enjoying a period of exceptional growth and cultural magnetism in GB. Representing 50% of the GB P&L, this brand is critical to the delivery of the GB £2BN ambition. Standing on the shoulders of giants, you will be responsible for shaping the future of Guinness in GB, including the opening of Open Gate Brewery London, continued high-profile partnerships in Sport, and the creation of award-winning creative campaigns.

A global brand with a local heartbeat, this leadership role requires close collaboration with the GBT, and deep understanding of GB consumer, culture and commercial dynamics to build the brand in the right way and bring the values of Arthur Guinness to life internally and externally.

Within the remit of this role on Guinness is the full P&L responsibility and organizational structure for Open Gate Brewery London, led by a Managing Director with a sizable direct and indirect team.

In addition to leadership of the Guinness brand, this role is also responsible for leading the evolution of Next Gen Experience through the Sponsorship and Brand Experience team, and plays a key role in driving the values, culture, capability and ESG agenda within GB as a member of the GB Marketing Leadership Team.

Key Deliverables

The successful candidate will:

• Create the next chapter of growth for Guinness in line with a bold ambition to reach £1B NSV by F30:
  • Build on the successful strategic foundations to create the E2E business models to continue to drive both penetration and premiumization in line with ambition.
  • Evolve the Guinness Growth Drivers (Magnetic in Culture, Immersive Experiences and Beautiful Guinness Everywhere) to maintain momentum and create new revenue streams including the opening of Open Gate Brewery London, partnerships with Premier League and 6 Nations, and the development of TTL campaigns.
  • Deliver the case for Open Gate Brewery London - delivering footfall of >400k visitors per year, new revenue streams including retail merchandise, F&B and Innovation and setting up people and cost structures required for success.

• Shape the Future of Next Gen Experience in GB through leadership of the Sponsorship and Brand Experience Team
  • Pioneer best-in-class strategy and playbook for Sponsorship and Brand Experience in Diageo.
  • Transform strategic enablers (inc agency rosta, productivity, systems, processes, M&E and talent) to increase efficiency, effectiveness and sufficiency of A&P investment in this area.
  • Maximise existing partnerships (including Premier League, Six Nations, RFU, SRU, WRU, Cheltenham, Wimbledon, Co-op Live, Live Nation) and develop new partnerships in line with strategic objectives.
• Coach and develop a team of exceptional marketers as well as lead a cross functional team across Media & Digital, C&E, Innovation, Consumer Planning, Revenue Growth and Strategy & Transformation
• Coach the team to develop and implement Marketing Business Plans which deliver NSV targets utilising A&P to beat the competition and build brands. Build a culture of curiosity and learning to be better - ensuring YOY increases in effectiveness, efficiency and sufficiency of investment.
• Be a leader in establishing best-in class adoption of the new ABC/CCT model - partnering skillfully with the Global Brand Teams as one of the key markets in the CCTs to create the brand growth drivers not only for GB but ensuring enterprise advantage.
• Set clear vision and goals with Europe innovation and GB/Global Dispense Innovation teams to shape the future for Guinness - including the future of moderation, digital transformation in dispense and pack/format renovations.
• Play a leadership role across the full Marketing Department around culture, capabilities, Society 2030 and marketing transformation.

Functional Capabilities

We are looking for a solid mix of proven brand building expertise with a passion for innovation and disruption to establish brands in culture both through large scale campaigns and in-culture activations. Commercial acumen is fundamental and enterprise vision and management. The ideal candidate would have worked on a Beer or RTD brand or project and will have a rounded marketing background with P&L management, innovation and digital expertise beyond traditional marketing foundation of brand building and creative development.

• Building brands - builds purposeful and distinctive brands, identifying strategic growth opportunities and translating them into a competitive MBP plan that drives growth and makes our brands beacons within culture.
• Using insights to sell more - Uncovers deep penetrating insights about occasions, purchasing and consumption behaviours and uses this insight to drive business outcomes
• Creative Flair- ability to inspire our partners and teams to deliver best in class creative work
• Driving performance - Fully understands the way in which Diageo operates commercially in the context of their market and uses this knowledge and data analytics to manage all levers of value creation to ensure profitable brand growth.

Leadership Capabilities

The ideal candidate will be recognized as an outstanding leader that can create followership for complex projects. Organizational savviness within the market and with global teams are needed enablers. Ability to operate in parallel on both short term results and long-term transformation will be fundamental to succeed in this senior L3 role.

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 the 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
• Develops people through blackbelt coaching

Shape the Future

• Set context and empower people to experiment and unlock opportunities for growth
• Demand diverse external perspectives and trends that create impetus for change

Invest in Talent

• Build and coach diverse teams to unlock performance and growth
• Create an inclusive environment where everyone can be at their best
• Instill agility and resilience in our teams

Additional experience required

• 15+ years' experience
• Have a "GM mentality" to driving the total performance across traditional and new business models.
• Exceptional relationship builder and people leader with strong track record of inspiring and coaching very experienced leaders in the team, and influencing locally and globally, internally and externally all levels.
• Strong evidence of strategic success, strong cultural radar and implementing new brand-building models and x-functional solutions in large organisations.

Diversity statement-

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, approaches, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

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