Shopper Marketing Manager - Global

Shopper Marketing Manager - Global Travel

Permanent, Full Time

Location:

London
Closing Date:
January 13, 2025

About Us – With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you’ll test new ideas, learn and grow, and unlock a brighter, more exciting future. Join us to create a career worth celebrating.

Global Travel (GT) at Diageo is one of the most dynamic markets, engaging with over 2.3 billion international travellers annually. We are a diverse, entrepreneurial, and agile business with a redefined ambition and strategy to lead Spirits as the most dynamic and fastest‑growing category post‑pandemic. With our market HQ in London, we operate across 19 countries, boasting over 29 nationalities among our team.

Our unique channels include duty‑free sales in travel retail through airport shops, border shops, onboard airplanes, cruises, and international ferries. Global Travel Retail offers our brands visibility to millions daily. Travelers are often more open to exploration, providing us with opportunities to introduce new products.

Our marketers play a central role by shaping key consumer and shopper insights into market share‑winning brand plans that drive growth. They combine creative flair with strategic consumer insight, commercial acumen, and strong project‑management skills to deliver impactful brand plans globally.

We aim to double the size of the Spirits Category in Global Travel, expand our luxury business significantly, transform our Digital and E‑Commerce capabilities, and become Diageo’s leading channel for retail activations. If you want to grow within this unique international environment and help shape a high‑growth business, read on.

This role is critical in accomplishing impactful shopper marketing strategies for our portfolio of premium brands. It involves working closely with Brands, Consumer & Shopper planning, Category development, customer marketing and sales to drive shopper engagement and conversion at the point of purchase. You will ensure they have all the insights, growth drivers and tools they need to deliver stellar execution of our commercial plan to shift consumer and shopper behaviour to achieve Diageo’s financial and market share ambition.

You can demonstrate your strategic competence in a multifaceted environment. If you are looking for a global shopper‑centric role with significant business impact, this one is for you.

• Seasonal Platforms: develop portfolio‑based activations targeting key shopper opportunities and seasonal peaks (e.g. “The Ultimate Christmas Gifts”, “Summer Holiday Cocktails”) to create an unmissable physical and digital presence.
• Innovation & Formats: lead the execution of our format strategy by targeting new shoppers looking for an affordable gift or self‑treat, and catering better to the ‘stock‑up’ mission via multiple packs to enable carrying and price differentiation. Work closely with GT innovation to develop optimised tools for cross‑portfolio innovation platforms including small formats and ready‑to‑drinks.
• Functional Responsibilities: apply powerful shopper insights, partner with Consumer Planning and Category Development to optimise strategy and shopper tools for global travel, adapt to regional nuances and retailer‑specific requirements.
• Activation Excellence: work closely with customer marketing to implement shopper marketing initiatives in‑store, in outlets and online, ensuring timely delivery of campaigns that align with brand strategy and retailer needs.
• Performance Monitoring: measure the efficiency of campaigns using important metrics (e.g., sales uplift, shopper engagement), and provide actionable insights for continuous improvement.
• Budget Management: ensure efficient use of shopper marketing budgets, delivering cost‑effective campaigns that drive impact.

The ideal candidate should have extensive shopper marketing experience demonstrating impactful delivery…