Global Jw Head of Customer Marketing

3 maanden geleden

Amsterdam, Nederland Diageo Voltijd

Job Description:
Context/Scope

We have a bold F32 ambition to become a Contemporary Luxury Icon, targeting $8b NSV and 80% GM.- We are beating the competition. We are winning market share for the fourth consecutive year (GPS). In 2023, Johnnie Walker created more value in international spirits than any other brand (IWSR).- We are premiumising the brand. 30% of our sales now come from variants above Black (+1pp vs LY). Notably, 43% of our IWSR incremental value stemmed from our Blue Collection.- We are pushing our creative brilliance to new heights in both MA and PA- We are becoming a better whisky, and sustainability is becoming a key driver for consumer desire- Our markets are committed to a precise growth model. Adapted to “Accessible Luxury” and “Core Luxury” markets, our growth model is embedded in all F25 MBPs. Econometric data demonstrates the impactful halo effect from the top on sales and equity.

However there are significant performance challenges across markets and continued acceleration is needed to hit our ambition, requiring us to make the right interventions to consistently grow across all geographies and sustain growth over the long-term.

One of the key areas identified to achieve our total brand vision is to win bigger at the point of purchase and ensure our brand programmes are commercialised and customer ready.

In F24 we made great strides in launching our POP Transformation ambition with best in class guidance cascaded to markets. We have made good inroads in implementation and execution but there is still a big job to be done to implement our ambition with pace and scale globally. As we continue our journey to become a contemporary luxury icon, we must continue to innovate whilst driving consistent execution in a glorified and beautified way.

In F25 we must step change our approach to the on trade and drive breakthrough programming across availability, visibility, desirability and advocacy.

PA is a key part of driving 52 week per year visibility for the brand, and POP Transformation is one of our critical growth drivers across both Accessible and Core Luxury markets.

The Global Head of Customer Marketing will be a pivotal role in delivering this ambition and there are core key areas of responsibility in this role:
- Drive and embed omnichannel evolution for JW- Create breakthrough global shopper marketing programmes to win at point of purchase- Create a breakthrough in the on trade- Deliver best in class execution standards including category development and merchandising by channel- JW POS Management

Market Complexity

This is a truly global role with significant market complexities including varying degrees of dark market restrictions.

Johnnie Walker operates across all three market stages - Establish, Build, Refresh and has a precise growth model of Accessible Luxury and Core Luxury markets.

This market complexity requires solid building blocks and leadership credentials through Customer Marketing, and development of how we build through an omnichannel approach.

This role reports into Johnnie Walker Global Marketing Director and needs to purposefully lead and embed a transformative agenda with the following skills:
Create- Identify and develop future value creation opportunities in the on trade/route to consumer based on consumer and customer insights to deliver Diageo triple win.- Harness the power of next-gen digital solutions and technologies to deliver category-first luxury retail experiences.- Demonstrate a deep understanding of data analytics and consumer/shopper and customer insights to deliver best in class BTL strategy, creative messaging and go-to-market plans for global innovations (e.g. Black Ruby), drops (e.g, Cobalt 3) and gifting launches.

Implement- Support and accelerate best in class brand activation and luxury execution at scale in all key markets to drive impact and memorability for JW ultimately leading to increased brand performance.

Measure- Design and implement clear POP transformation KPIs to benchmark and transform market performance and track and report results to enable adaptation or enhancement in a timely manner.- Leverage BGS data to analyse market data, diagnose performance opportunities and risks and support ongoing intervention conversations with key markets alongside our Head of Commercial.

Stakeholder Management- Credibly partner with our Head of Commercial to influence GMs and Commercial Directors to embed the ambition in market.- Partner with senior Customer Marketing and Commercial leads in Top 10 markets to deliver the ambition and programming in market.- Connect with Global Customer Value Creation and Sales Effectiveness team to ensure JW spearheads the latest thinking in its brand programming.- Act as SME for the wider GBT, upskilling and coaching the team and delivering GBT customer marketing consistency (STOP ENGAGE LAND + SUM + OTUF + RtC + 365).

Purpose of Role

Lead and enhance our POP Transformation vision of how

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