Senior Brand Manager – Guinness

About the Role:

Reports To:​ Head of Marketing, Beer (East Africa)



  • Lead business to realize our F22 commercial strategy
  • Develop and deploy world class marketing business plans that are insight driven, consumer focused and commercially viable
  • Work with Consumer Planning & Research for provision of up to date brand performance and consumer insights
  • Accountability for Market Performance, in close partnership with commercial teams
  • Lead or support interventions as required Manage the P&L to unlock growth
  • Manage advertising and promotion resources as allocated, drive effective and efficient use of Media pend and support the Shopper Marketing team to ensure BTL spend efficiency.
    Build the Brand: Content and Culture
  • Partner with Global Brand Teams, Media and Advertising agencies for brand strategy search & spin and development of effective brand communication; brand communication planning and media spend optimization
  • Deliver brilliant creative content & assets with path to purchase triggers
  • Develop and deploy a world class digital strategy and ensure our brands secure a strong digital/online footprint
  • Vibrant brand world brought to life at all touchpoints, experiences, events and at POP
  • Multi-channel communications model which step-changes awareness and (re)recruits consumers at scale, and builds vibrant brand in culture
  • Drive internal passion for beer and help build beer category capability
    Commercial Roadmap
  • Maintain a ‘launch mentality’ to ensure we are within arms reach of all relevant consumption occasions (right distribution, right SKU, right occasion)
  • Bring FMCG focus to create through-the-line drivers of Last 7 Days penetration growth
  • Engage across the organization through cross-functional collaboration & pro-active stakeholder engagement; ensure strong and supportive relationships across departments

Building purposeful winning brands

  • Compelling brand story-telling: Able to craft compelling brand and strategic narratives that energize consumers and the business
  • Strategy Activation: Consistently develop plans that beat volume, NSV and CAAP targets.
  • Connection planning: A social native and commercial realist. Adept at delivering brand content and experiences in all the moments that matter
  • Excellence in social media/consumer conversations- manage the development and distribution of the brand content to engage with consumers in culture
    Driving Marketing Performance
  • Brand Performance Analysis: Has demonstrated rigorous, robust brand performance analysis, and identified issues and opportunities to drive recruitment
  • Commercial Acumen: Leverages understanding of category and customer profitability, and competitor landscape, to make recommendations that create value for customers and brand/category
  • P&L Management: Understands a brand’s P&L and levers to manage profitability
  • Measurement and evaluation to drive A&P productivity-Media performance management to ensure efficiencies and effectiveness via productivity tracking and use marketing catalyst to track -performance
    Delivering Integrated Execution
  • Creative judgement: Good instinctive judgement on evaluating creative ideas and giving simple, effective feedback vs fit to brief
  • Multi-channel execution: create great plans and distribute content that grow salience and drive recency, impact and reach across the path to purchase
  • Pace and agility: Instinctive feel for what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time
  • Flawless Execution: Consistently executes marketing programmes with excellence
  • Using Digital Tools- apply technology, platforms to enhance connections with consumers including use of Sprinklr for social listening, moderation, asset management and performance management
    Using Insights to Sell More
  • Demonstrates consumer curiosity (external focus, cultural trends)
  • Proven grasp of data analysis, tools and techniques
  • Good knowledge of media & digital landscape / opportunities
    Forging Powerful Partnerships
  • Managing productive partnerships: Manages productive relationships with internal and external partners, including C&E, agencies and influencers, to achieve cultural traction, brilliant creative outputs and ROI
  • Multi-channel planning and management: Works with agencies to ensure optimal media mix; delivers effective and efficient media pans that drive impact, recency and reach

Win through Execution: Lead bold execution in a fast changing world

  • Act like owners by holding self and others to account for highest standards
  • Scan the environment constantly and adapt plans with pace
  • Inject a restlessness to win and unlock capacity to decide and act quickly
  • Demand brilliant execution to ensure we always win at the point of purchase
    Shape the Future
  • Enable others to imagine the future and be brave to act boldly now
    Set context and empower people to experiment and unlock opportunities for growth
  • Insist on sufficient data and insights that quickly move us to action
    Inspire through Purpose
  • Inspire teams to take entrepreneurial risks; encourage and recognize learning
    Qualifications and Experience Required:


  • A Bachelor of Commerce Marketing or business degree or equivalent
  • Minimum of 5 years marketing experience preferably in the FMCG environment.
  • Experience in the development and execution of marketing strategies.


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About Diageo

Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.