Commercial Planning & Activation Manager, Guinness

Job Description :

Commercial Planning & Activation Manager, Guinness

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!

CONTEXT/SCOPE:

This role is concentrated on the Diageo Beer Pre-Mix beer business (Guinness). The Commercial Planning & Activation Manager will work with brand Marketers, Agency Partners, and the Sales/Field Marketing community to develop commercial plans, category growth drivers and brand activation programs to exploit growth opportunities for our beer portfolio. (Drive Commercialized Trade Marketing Activities).

This role represents the ‘customer’ and ‘shopper’ in the joined-up Business Planning process. They are the experts in Brand Activation at the Moment of Choice and act as the advisor for brand to ensure commercial reality is baked into brand/consumer plans. The role monitors our overall BTL marketing investments to ensure optimized delivery of annual targets.

PURPOSE OF THE ROLE:

The Commercial Planning & Activation Manager creates a competitive advantage for Diageo by collaborating, creating, and communicating the brands physical availability priorities across On, Non & Off-Premise Channels.

This role provides the critical commercial linkage, knowledge and support to the brand marketing teams to ensure brand standards, purpose, communications, and programs are commercially sound, impactful, and are grounded in deep shopper, retailer, and RTM understanding. (CP&A Role’s key accountability is to own and drive the activation planning process as well as leading key partners)

DIMENSIONS:

This role is the key arbiter of where and how and at what level our brands invest at the “moment of choice”. Deciding, for example, that brand is to be prioritized within a channel or segment has major implications for that brand’s long-term growth and should be a grounded and built in a commercial way that moves our business forward. The CP&A Manager should have constant focus on recruitment and re-recruitment – supporting the mental availability agenda through the line by delivering outstanding Physical Availability plans for the brand.

FINANCIAL:

Will have access to and stewardship of a portion of the Brands A&P budget to support BTL agency and other 3rd party work in support of the brands with the Trade Marketing Director. The CP&A manager will have a T&E budget that they will manage and use at their discretion to maximize their agenda and impact for the brands

COMPLEXITY:

This role requires a deep understanding of all category & channel segment data, insights and shopper/consumer, trade, market trends and deep commercial knowledge. The role needs to lead and influence many internal partners across executive, supply, marketing, and sales functions to coordinate activity and consistency of outcomes

KEY RESULTS:

Leads all aspects of all commercial marketing/BTL planning and delivery of programs for Trade Marketing commercialization for and on behalf of the brand team – manages their appropriate budget share

Collaborates with brand/innovation, wider Trade Marketing and Sales-Field marketing organization to deliver brand activity and requirements on time in full (OTIF)

Provides critical input to commercial (BPM) and brand reviews (QBP’s) and Brand Board Sessions – leading commercial course correction where necessary

Lives the Diageo Performance Ambition and demonstrates deep commitment to our Leadership Standards

Delivers “fewer, bigger, better” brand activations that truly impact the brand performance in service of the Mission – grow share and deliver financial and consumer imperatives

Every commercial touchpoint understands their role in supporting the Brands ‘Must Do’s’ in service of the Mission/Plan

Grow yourself and others by living our values through our dial-up behaviors.

QUALIFICATIONS AND EXPERIENCE REQUIRED:

The successful candidate will have 5-7 years of CPG brand/commercial experience in a fast paced, shopper /consumer insight driven, matrixed environment with business planning, commercial strategy and BTL creative skills important.

The individual will need to display comfort with change management and experience with customers (Bev Alc. ideally). Knowledge of the 3-Tier RTM a significant advantage.

Location: 3WTC // required 3 days per week in office.

Worker Type :

Regular

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date :

2025-08-28

Salary Range:

Minimum Salary:

$105225

Maximum Salary:

$175375

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.