Purpose of Role

• The role of the Consumer Planning team is to proactively provide a holistic, end-to-end view of the growth opportunities in our market and to guide the development of interventions to harness these opportunities from a culture, consumer and shopper point of view. This team is expected to uncover deep penetrating insights about occasions, purchasing and consumption behaviours and use these insights to inspire marketing strategies and plans which ensure we drive purchase through all channels.
• This role is responsible for transforming how our brands connect with consumers efficiently and effectively. The role will implement the key principles of the Connections Planning Model and deliver world class data-driven connection plans for our brands that are activated brilliantly working seamlessly with the category brand teams

Top Accountabilities

• Provide leadership to the connections planning process (with media agency and brands) and delivery of key outputs i.e. A fully integrated connection plan that marries creative and media placement and operates 100%, ‘no dead ends’ across the consumer journey.
• Ensure appropriate use of data, & insight as part of the connections planning process, to understand local business challenges and opportunities and translate them into briefs, as well as predict trends and campaign impact
• Influencing and building capability in order to drive effective media strategy that delivers category and brand growth.
• Work in collaboration with senior stakeholders to influence media investments decisions.
• Lead continuous measurement, evaluation and improvement of the connections plans for all strategic brands with quarterly reviews with the Marketing Leadership Team

Qualifications, Experience, and leadership

• 4 years of integrated media or connections planning experience, with strong social and digital media experience
• Demonstrated ability to think strategically, stay on the pulse of competitive and market activities,  as well as industry trends
• Successful and productive relationship management with agency partners
• Strong drive and determination.  A track record of beta testing & optimization.
• Expert at dealing with ambiguity and complexity and proactively uses these moments to display leadership and take control
• A master at influencing skills across all levels of the organization to build belief in others and drive action

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Purpose of Role

• The Content and Media team is charged with supporting brand building with a focus on connected availability by overseeing the development, implementation and continuous improvement of media strategies that support delivery of MBP objectives. This includes overseeing the creation of engaging content that are fit for platform/media channels, consistently executing OTIF and fully funded media plans that build salience. This team is also expected to establish and maintain strategic partnerships with agency partners plus lead and shape content and media innovation
• This role will be responsible for transforming how our brands connect with consumers efficiently and effectively. The role will implement the key principles of the Future Media Model which include a) Greater collaboration b) Local-led Insight c) Joined-up thinking d) Elevated effectiveness e) Enhanced efficiency. The role will serve as a holistic media expert responsible for delivering world class data-driven media strategy and plans for our brands that are activated brilliantly working seamlessly with the category brand teams. The purpose of this role is to ensure that all the brands have brilliant media plans with digital programs, including e-commerce, as a core element.
• The role will also select and work with all our content creation, digital and media agency partners to ensure we can get the most out of them and that we are doing rigorous performance measurement to deliver optimal media effectiveness.

Top Accountabilities

Media Buying and Implementation

• Develop and execute innovative, future fit and efficient word class media plans in line with MBP objectives, ensure OTIF plan approvals and LPOs to guarantee consistent brand building.
• Evaluate media plan scenarios based on budget parameters and brand objectives showcasing trade-offs between options.  Work with Agency to make sure scenarios take into account media best practices.
• Provide ongoing recommendations on optimization of media plans to account for changes throughout the year (e.g., incremental A&P, budget cuts, initiative changes, media landscape shifts) leveraging Diageo tools where applicable.
• Facilitate connections to E-Commerce and delivery of a more holistic ecosystem across all connection touchpoints.
• Help drive a performance marketing mindset and culture when it comes to media optimization to drive marketing effectiveness to ensure delivery of ROI on A&P spend by identifying vehicles to drive this.

Media Innovation

• Seek out data-driven and/or technology opportunities to connect with consumers in a meaningful way.
• Manage partnerships with external vendors that deliver on media innovation.

Agency Management & Partnerships

• Oversee the performance of the media agency of record to ensure they are delivering on value, performance, and effectiveness.
• Key liaison between the media agency (local, regional ad global) and brand teams, ensuring agency is delivering on key tasks in a timely and effective manner.
• Represent EABL at the Regional Media Hub and Global Media Hub and provide input to decisions that affect the markets.

Qualifications, Experience, and leadership

• Bachelor’s degree in Business, Marketing or related field.
• 5 years+ experience in media strategy and planning of media on a portfolio client within a marketing/agency environment.
• Expert knowledge of performance advertising, media strategy, consumer research.
• A passionate media expert that has a deep understanding of the media landscape within a CPG business model and the P&L levers that drive growth.
• Have a deep understanding of consumer behavior across all media channels and an eye on the future to ensure Diageo is always at forefront of change.
• Proven ability to craft media planning strategies and activations that have delivered YoY growth
• Confident digital native: proven strategic planning ability across all digital channels and platforms (social, display, video, etc) understanding the roles each plays within the consumer journey.
• Analytical mindset understands continuous testing and improving based on details and data. I able to transform them into a media plan and performance such as A/B tests and optimization.

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