Head of Brand Advocacy

Job Description : ROLE DIMENSIONS
Diageo Reserve is a high-growth area of our business that focuses on unlocking the enormous potential of premium and luxury spirits. Growth in this area is one of our key global priorities and is also central to our total GB strategy: Premium + growth is called out as one of only three key pillars to secure our future growth targets, not just in the on trade, but the total GB market. Our Reserve portfolio in GB has tripled in size in the last 5 years and we have big ambitions to grow further, doubling the size of our business in the next 3 years. With an industry-leading portfolio that includes Cîroc vodka, Johnnie Walker Blue Label, Tanqueray TEN , Don Julio & Casamigos, Talisker & Singleton, we are beating the competition but still only have a small share of the premium spirits market in GB, so the opportunities for growth are significant. Key to our success will be building best in class advocacy, awareness, understanding and love for our brands both internally and externally with key customers. This role is a key leadership role within Diageo GB, reporting to the Head of Customer Marketing, and working cross functionally in the Marketing, Commercial and Global leadership teams. You will be leading our Brand Advocacy strategy internally and externally, and will be directly responsible for managing and executing this through a team of 10 people, based in London, Manchester and Scotland, comprised of Brand & Trade Ambassadors. This is a commercial position aimed at building the Reserve Luxury Portfolio knowledge, awareness and adoration across the total business and with key customer across a variety of complex channels. This will involve driving and inspiring customer loyalty and demand, which will in turn transform into consumer and customer demand and contribute to our Reserve ambition.
TOP ACCOUNTABILITIES

• Lead the total Diageo GB Advocacy Strategy, working in collaboration with GB Marketing and Commercial leadership teams, building and executing a plan which will inspire consumers, customers and trade to advocate for and stock Diageo Reserve brands. Inspire key collaborators across all Diageo leadership teams, expanding beyond the on trade to total trade.
• Manage significant A&P budget, ensuring this delivers against brand & commercial objectives, as well as building new business case to secure any additional resource required to land our GB Reserve ambition over next 3 years
• Build high levels of trust and collaboration with Global Reserve teams to ensure we get the right support to execute the advocacy flawlessly within GB market, following the approved framework
• Own the GB World Class and Bar Academy programmes with responsibility for budget and leadership of 7 agencies, ensuring excellent execution of our Reserve portfolio within GB
• Prospect and build strong relationships with Gurus/Influencers/Key customers in your market, while maintaining and nurturing current relationships in order to unlock distribution and visibility of our brands

• Be the central reference point for the bartending community, creating a bartender network and championing Reserve Brand and World Class fraternities
• Constantly scan the environment for the emergence of new and premium groups that we should be working with and support commercial teams to secure these opportunities to support our growth ambition
• Identify ways to secure resources to make things happen and have the energy and know how to measure and evaluate performance from activities to shape future plans
• Directly lead a team of 11 Brand Ambassadors, shaping targets & priorities to land our GB Reserve ambition and building a brilliant team culture through our Diageo values

IDEAL EXPERIENCES / QUALIFICATIONS / CAPABILITIES

• 
  5 + years experience in a sales or marketing leadership role within the On Trade or hospitality
• Can build powerful relationships and work collaboratively within leadership teams, influencing at pace

• Prior experience of leading and coaching teams
• Track record of managing complex budgets and agency networks to deliver excellent execution
• Commercial mentality essential, in addition to project management and prioritisation skills
• Confidence in challenging status quo and shaping the future of advocacy plans
• Problem solver & solution-based teammate who can deal with ambiguity & adapt quickly

• An existing network within the GB on trade

Working with Us Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying. Join us and you can also expect a highly competitive and flexible rewards and benefits package, including:

• Contemporary work life balance policies and wellbeing activities
• On site gym or subsidised gym membership
• Contributory pension scheme
• Comprehensive health insurance for you and your family
• On site nursery or vouchers
• Annual bonus of circa 15% of your base salary (dependent on performance)
• Share options
• 28 days’ vacation per annum

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity. We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings. From Arthur Guinness to Johnnie Walker, our business was founded on people of great character and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve. Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people. We're looking for people with creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level! Feel inspired? Then this may be the opportunity for you! Worker Type : Regular Primary Location: 1HQ Additional Locations : Job Posting Start Date : 2023-06-12