Shopper Marketing Manager, Club and Mass

Job Description :

Job Title: Shopper Marketing Manager: Club and Mass

Location: New York

About Diageo

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 dedicated people come together at Diageo to create the magic behind our much-loved brands. Join us and you’ll collaborate, explore, and innovate. Challenge and be challenged. Together with passionate people from all over the world, you’ll build brands consumers love!

We value each other and celebrate different perspectives. In our inclusive culture, you’ll have the backing needed to test new ideas and learn from them. Harness your passion and desire to grow as you make your mark. Let’s unlock a brighter, more exciting future together!

About the function: Marketing

Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future.

Everything we do is underpinned by a deep understanding of our consumers, behaviors, trends, and technologies. Using our genius and creativity, we unlock our brands’ uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we’re celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you’ll be celebrated and supported in our inclusive culture.

About the role:

As a Shopper Marketing Manager, you will drive the development and execution of Shopper Marketing strategies and programming that drives brand growth for our Spirits portfolio at key accounts in the Club and Mass channels. The Shopper Marketing Manager position is highly cross functional, and requires collaboration with internal and external teams to create impactful marketing programs that optimizes the shopper experience at retail.

This role requires a strategic thinker with a deep understanding of shopper behavior, a passion for the spirits industry, and the ability to translate insights into impactful marketing initiatives.

Role Responsibilities:

Campaign Management: Lead the design, execution, and evaluation of shopper marketing campaigns—including in-store promotions, digital activations, and point-of-sale materials—that captivate consumers, drive shopper conversion, and energize retail partners. Campaigns should be insight-driven, brand-aligned, and tailored to spark excitement across the retail landscape.
Consumer Insights: Use shopper insights and data analytics to identify trends, understand shopper behavior, and inform programming strategies.
Budget Management: Oversee budget allocation for shopper marketing programs, and ensuring efficient use of resources.
Partnership Creation: Proven ability to create strong cross category partnerships with a portfolio of brands
Ideation Leadership: Track record of bringing large scale creative ideas to life across multiple touch points of the consumer journey.
Performance Tracking: Monitor and analyze the effectiveness of shopper marketing programs, providing regular reports and recommendations for optimization.
Market Trends: Stay updated on industry trends, competitor activities, and emerging technologies to keep our shopper marketing strategies ahead of the curve.

Experience/skills required:

Industry Expertise: 5+ years in shopper or trade marketing, ideally within spirits or CPG; Bachelor’s degree in Marketing, Business, or related field.
Strategic & Commercial Acumen: Proven success in leading shopper marketing campaigns, driving Key Performance Indicators, and delivering against commercial objectives.
Analytical & Technical Skills: Strong data interpretation skills (functional knowledge in Nielsen, IRI a plus); proficient in Microsoft Office and familiarity with marketing analytics platforms.
Influence & Leadership: Confident communicator with the ability to influence retailers and internal partners; self-starter who leads by example and takes ownership.
Creative & Curious Mindset: Thinks big and differently, stays ahead of trends, and brings innovative, compliant solutions to complex challenges.
Agility & Collaboration: Thrives in a fast-paced, multi-tasking environment; passionate about brands, shoppers, and working cross-functionally to deliver results.

Flexible Working Statement:

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.

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, attitudes, 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!

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Worker Type :

Regular

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date :

2025-07-23

Salary Range:

Minimum Salary:

$110400

Maximum Salary:

$184000

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others. (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.) The salary range displayed is the salary range for the role’s primary location.