Expansion Brands Director
Diageo
Mexico City, Mexico
hace 2 días

Job Description : ROLE PROFILE

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.

Dimensions :

Leadership Responsibilities

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

  • Insert Baileys into Mexican treat culture as the go to adult treat driving unprecedented levels of salience and exploding growth on the brand.
  • Make Smirnoff (X1 Tamarind and Paloma de Vodka) the exciting and locally relevant go to drink for 18-24 consumers instead of value Tequila in the light switch moment, driving huge recruitment.
  • Anchor Captain as the most fun relevant brand in popular Mexican LPA-24 YO culture with low SEL millennials, & equip the brand to access casual get together home occasions.
  • Convert Tequila Don Julio into a true, and credible, icon of modern contemporary Mexico, to continue its exceptional upwards trajectory.
  • Turbo charge the P&L to improve our margins through obsessive focus on our COGS base and efficiencies, to make the expansion Brands the new must invest brands for the Diageo Mexico Exec.
  • Qualifications and Experience Required

  • Top University degree level qualifications on any major subject (business, engineering, marketing etc ).
  • Graduate with at least 10yrs Marketing & Sales experience, ideally in Drinks Industry.
  • Fluent in English & Spanish.
  • Good at creating clear & simple Strategies out of complex contexts
  • Proven ability to convert strategies into brilliant execution into great results
  • Proven ability to create breakthrough marketing plans based on deep insight
  • Proven success in building powerful brands and delivering aggressive growth
  • Proven at building strong relationships quickly across functions
  • Strong sense of Ownership and a Self-starter. Doesn’t require formal authority or hierarchy to lead the conversations that the business requires.
  • Able to navigate a clear path forward even at times of ambiguity

  • Strong a building & coaching teams
  • Strong Marketing Judgement and proven track record in developing successful growth drivers
  • Strong commercial acumen & customer understanding (both Off & On Trade)
  • Results oriented with huge drive
  • Passionate about consumers & shoppers and great generator of insights
  • Ability to manage multiple priorities, with multiple consumer types, across multiple brands and functions
  • Mexico Based.

    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

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