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Job Description :

The CMO Traditional Trade Manager leads the strategic development of main shopper and categories initiatives to de deployed on these channels along the year in different markets of the region. This role must be supported on deep customer understanding and insight generation to nurture successful strategic plans.

The CMO works in alliance with different stakeholders along the End to End Cycle Planning process in Chile: Marketing (Brand Manager), Channel development Manager (Growth) , E-Commerce Manager, CP&A Managers, Commercial teams (including Distributors) and RGM (Growth).

Decision Making:

• Responsible for the approval of the annual Trade Strategy for Off trade, as part of the cycle planning process.

• Responsible for the approval of the final annual growth drivers to be implemented in the channels

• Responsible for the consolidation of learnings and channels insights based on analysis of data, executional activities, feedback from customers and shoppers, Commercial team and Distributors.

Functional Responsibility & Key Deliverable :

• Generates a deep customer and shopper understanding of the channels, main behaviors, characteristics, analysis and insights generation to feed the further plans. Work in alliance with Commercial teams to expand this process.

• Leads the development of the Trade Strategy for defining main priorities, investment guidelines and clear recommendations on where to focus.

• Leads the development of the main growth drivers (including land mechanics and Toolkits) for the channels as part of the cycle planning process along with the Marketing team. These growth drivers must deliver incremental value and/or profit to the business (Building Blocks).

• Suggests the required level of investment behind different initiatives for the channels, through a clear Trade Strategy and the knowledge of the markets to generate growth.

• Leads the Learning Session for the Off trade traditional Channels, based on clear rationales of what worked well and what doesn’t work, generating deep understanding and insights behind the rationales.

• Defines the Picture of Success (Min Assortment and Activation) for these channels to guide the executional standards activated.

• Develops and presents the Channel Performance Review on quarterly basis to generate clarity about the main outcomes, highlights and learnings of the executional activities implemented.

• Support the team in markets for promotional activations, as well as in-store/outlet visibility solutions and support materials to drive brilliant execution in the POS, focusing on channel needs and execution guidelines.

• Performs regular trade visits to identify opportunities and provide solutions to drive incremental sales.

Leadership Responsibilities:

• The role reports to the CMO head. Is responsible for leading key Shopper, Category and Customer strategies for the off trade traditional Channels.

• The role does not have direct reports, but needs to work closely and be able to influence and builds relationships with CMO peers, MKT stakeholders, commercial teams, distributor partners, external agencies and Diageo external stakeholders (SL, LAC and global), behind a clear strategic agenda to develop and grow these channels across the region.

Qualifications and Experience Required:

• Bachelor’s Degree required in Business or related field.

• English and Spanish required.

• Minimum 5 years of experience in sales and /or customer marketing /trade / shopper marketing areas with specific experience in CPG industries or distributor based businesses.

• High level of external radar, curiosity and commercial understanding based on customer and shopper trends. Insights generation is a critical component of the role.

• Understanding about how the total sales organization operates and how to drive its effectiveness.

• Ability to build relationships and work collaboratively internally and externally with good influential and negotiation skills.

• Strong analytical, presentation and project management skills.

• Proactive, self-motivated, tenacious with commercial drive and commercial curiosity.

Worker Type :

Regular

Primary Location:

Santiago

Additional Locations :

Job Posting Start Date :

2024-04-26

With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we’re building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world.

Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you’ll collaborate with talented people from all corners of the world. Together, you’ll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.

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