Diageo is the world’s leading premium drinks company, with a portfolio of over 200 brands sold in more than 180 countries. With over 30,000 employees globally, we are driven by a shared commitment to innovation, sustainability, and performance excellence. From iconic brands like Guinness, Johnnie Walker, and Tanqueray to dynamic newcomers, we build products that resonate with cultures and communities worldwide.

In Africa, Diageo has a significant presence, with East Africa Breweries Limited (EABL) playing a central role. EABL operates across Kenya, Uganda, Tanzania, and other regional markets, and is recognized as a leader in beer and spirits production.

We are now looking for a talented Shopper Manager – Premium Spirits to join our team in Nairobi and drive impactful channel strategies that align with our ambitious growth objectives.

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Purpose of the Role

The Shopper Manager – Premium Spirits is responsible for developing and executing channel strategies to optimize sales, market penetration, and brand visibility. This role involves collaborating with internal and external stakeholders to deliver market share growth and ensuring alignment with the broader organizational goals.

Level: Associate/Mid-Level
Location: Nairobi, Kenya
Reports To: Head of Customer Marketing – Premium Spirits
Job Type: Employee
Posting Start Date: 11th December 2024

Key Responsibilities

1. Channel Strategy Development

  • Develop channel strategies based on consumer insights, market dynamics, and competitive analysis.
  • Identify and prioritize target channels to maximize growth opportunities.
  • Define clear objectives, KPIs, and performance metrics for channel success.
  • Partner with marketing teams to create integrated campaigns leveraging brand and channel-specific insights.

2. Distribution Management

  • Optimize product distribution strategies to increase availability and shelf presence.
  • Monitor and evaluate distribution network performance and identify opportunities for improvement.
  • Develop and execute sales plans, targets, and forecasts to drive growth in key markets.

3. Channel Marketing and Promotion

  • Create and implement channel-specific marketing campaigns to increase traffic, sales, and brand visibility.
  • Coordinate with creative teams to develop marketing materials, POS displays, and promotional tools.
  • Track and analyze the ROI of marketing initiatives and adjust strategies as needed.

4. Market Analysis and Insights

  • Conduct market research, competitor analysis, and consumer behavior studies to inform strategy.
  • Leverage data analytics to identify growth opportunities and channel differentiation.
  • Stay updated on industry trends, regulatory changes, and emerging opportunities.

5. Budget Management

  • Develop and manage channel budgets, prioritizing resource allocation for maximum ROI.
  • Forecast investment needs and ensure spending aligns with strategic objectives.

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Leadership Competencies

  • Strategic Thinking: Ability to make bold decisions with a balance of short- and long-term focus.
  • Commercial Acumen: Strong understanding of business processes and the ability to counsel the executive team.
  • Agility: Respond swiftly to opportunities and challenges in a fast-paced environment.
  • Influencing Skills: Build relationships within a matrix organization and with external stakeholders.
  • Performance-Driven: Maintain focus on results and hold yourself accountable for achieving goals.
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