Global Category Manager: Customer Marketing
Fluid Fusion Ltd
Central London
4d ago

Context & Purpose of role :

  • The Marketing Procurement team leads the development and execution of marketing category strategies across 80% of the total marketing spend within Diageo's 21 markets, as well as the Global Brand teams (GBTs) and Global Travel.
  • The team contributes significantly to Diageo's growth goals through the application of these category strategies, a strong focus on driving value and ROI from our A&P, as well as applying sourcing and vendor management excellence.
  • Within the Marketing A&P, the Customer area plans to deliver in excess of £50m+ globally in value creation in F19, through sourcing, negotiation, ROI optimisation and agency / supplier vendor management, leveraging the sweet spot between efficiencies and effectiveness of our A&P investment.
  • This role will involve leading the BTL (below the line) category working closely with in-market procurement teams facilitating sourcing decisions with key stakeholders, supporting the maximisation of value as well as ROI, whilst minimising risk, from all external spend -
  • assuring quality of delivery and performance. In addition, the successful candidate will be responsible for formulating and shaping the BTL global category strategy which will serve as a blueprint to our markets around the world.

  • The role will also lead / support key global improvement and transformation projects across Global Marketing Procurement and support the wider marketing efficiency productivity agenda.
  • Customer team :

  • The Customer Category is a portfolio of categories to include Experiential, Point of Sale, VAP / Gifting, Dispense, Creative for Customer which includes BTL Creative;
  • the current spend across this whole area is circa £550m+ and the sourcing activities are very varied and basically encompass everything Diageo do to activate in the on-

    trade, Off-trade and Third space channels both products and services.

  • The category mix is constantly evolving as we drive M&E harder and form a better understanding of how we can optimise activities and we can therefore make more data driven choices in how to best invest our A&P spend.
  • Primary accountabilities :

  • Be the global procurement lead for the BTL category. Responsibility for building and executing category strategy across our 21 markets.
  • Ensure that markets have right agency for task across both create and adapt areas.

  • Drive value through ensuring the commercial elements of spend in BTL are executed brilliantly with our vendors, maximising productivity opportunities.
  • Implement the BTL Global Category Strategy through outstanding business partnering with in market procurement and marketing stakeholders.
  • Supplier Performance Management - Support In Market Procurement to set supplier KPI priorities to drive consistency across markets improving the value of data output and act as an escalation point for poor performance
  • Supplier Relationship Management - Working with Strategic Suppliers, build collaboration to unlock breakthrough opportunities for the business.
  • Pro-active identification of Risk Factors within Category and Development of mitigation plans
  • Continuously seeks out opportunities for improvement including leveraging new ideas from other parts of the business, suppliers and shares this across the business.
  • Generate insights and opportunities through internal and external benchmarking activity.
  • Qualifications and Experience required :

  • Relevant Graduate qualification
  • Strong Procurement or Commercial experience managing marketing spend
  • Clear evidence of BTL knowledge and how to leverage value, with direct experience across total consumer categories preferable
  • Strong project and change management capabilities
  • Proven ability to develop team profile as an authentic business partner in a global business

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