Job Description : ROLE PROFILE
Expansion Brands Marketing Director Mexico
Reporting To :
Marketing & Innovation Director, Mexico
Context / Scope :
While Whiskey has undoubtedly been the engine of Diageo Mexico growth in recent years, the business has recognised the huge potential to grow in other categories .
Deluxe Tequila is THE growth story in Mexican spirits in recent years, upper mainstream Rum is massive, upper mainstream Tequila is the biggest profit pool in Mexico, and there is a culture of indulgence and treating in Mexico unlike anywhere else in the world.
Against these opportunities we are unleashing an incredible group of Brands in Mexico : the Expansion portfolio.
Tequila Don Julio is the brand the put Deluxe Tequila on the map in Mexico and is the key driver of the explosive growth of the category in recent years.
Smirnoff is the world’s no1 vodka and has an incredible opportunity to be the brand of choice for LPA+ consumers instead of upper mainstream Tequila.
Captain Morgan, the worlds #1 spiced rum is fast becoming a true icon of fun, going as far for running for President in the recent elections.
And Baileys, the #1 liquor in the world is repositioning itself as the accessible everyday adult treat in one of the most culturally indulgent countries in the world.
The Expansion team in Mexico has a very simple vision; to create the giants of the future for Diageo Mexico, both brands and talent.
In recent years we have turned Tequila Don Julio into the no1 brand in value in the Mexican Tequila Market, we have bought Smirnoff back to growth while launching a game changing innovation (Smirnoff X1 Tamarind).
We have exploded growth on Captain Morgan and turned around the trajectory of the Baileys brand. There are clear, single minded strategies on each TM, but excitingly we have only scratched the surface of what we can achieve with these brands.
We are now we are looking for a new marketing director to take the brands, and an incredible team to new heights. To fit the bill, we are looking for .
A global actor
The Expansion portfolio is made up of some of the biggest global brands in the Diageo portfolio. Being able to seamlessly manage, and create world class relationships with Global Brand Teams (GBT’s), and the ability to reconcile both global and local strategy, is essential.
Likewise in the role of the chair of the DJAC (Don Julio Advisory Council), you will need to coordinate across multiple territories, functions and cultures whilst bringing each market on a journey to a closer overall strategy for the brand globally.
You will need to be able to demonstrate outstanding leadership, on a global scale.
A big influencer
In a business of multiple opportunities and priorities, keeping the Expansion agenda on the list and top of mind is paramount to achieve our goals.
One of your key roles will be to champion the brands, team and strategic medium-long term opportunity. You will need a proven track record of exceptional influencing across, up and down in a big matrix organisation, and be skilled at having tough conversations.
A true creative leader
You will need to have a track record of incredible creative flair and insight that punches well above the A&P available, and drives exceptional, big impact results on sales and brand metrics in a changing world where Marketing is re-invented rapidly.
Someone who looks beyond the office door, with a finger on the pulse.
One of our key opportunities is to land our brands deeper into millennial and 18-24yo culture in Mexico. You will have an exceptional external radar, and be both tuned into global trends that will be inspiring for consumers in the coming years, bust most importantly you will have a deep sensitivity to local trends, attitudes and contemporary culture in Mexico spanning different socio-
economic levels and age groups.
An inspiring visionary
Expansion is about growth and change. We need you to challenge the business and our way of thinking. You will need to be able to inspire and lead the business and our external partners to buy into, and believe in, your vision. A truly Entrepreneur.
An incredible people manager
You will be responsible for nurturing & developing the future giants of Diageo Mexico. You will have a track record of managing and growing high performing and exceptionally engaged teams.
An results oriented, execution black belt :
You will be directly responsible for running a £95m business and delivering our plan. You will have a proven track record at delivering through others to brilliantly execute your strategy and plan, being obsessed with performance and a good commercial acumen.
Lead an Expansion Brand team of 8 (incl. Tequila’s Head and BM, Smirnoff MM, Baileys and Captain Morgan BM’s )
In terms of Don Julio, whilst directly responsible for the brand guardianship and AOP delivery in Mexico, is a key leader in the global Brand Building agenda, working shoulder to shoulder with the Global Brand Team (based as well out of Mexico) Likewise you will work closely with our teams in Jalisco. (heartland)
The role has a key leadership place on the Mexico Marketing leadership team and we expect for this great leader to go beyond Marketing to drive growth.
Top 5 Accountabilities
Qualifications and Experience Required
Able to navigate a clear path forward even at times of ambiguity
Will require flexible working hours (consumer groups and on trade visits in the evening) and will travel around Mexico overseeing execution and garnering consumer and customer insights.
Some Regional / Global travel required but relatively limited (max 10%)
Worker Type : Regular
Primary Location : Mexico City
Additional Locations : Job Posting Start Date :
Job Posting Start Date : 2019-09-10-07 : 00
2019-09-10-07 : 00