Job Description :

SMIRNOFF VODKA BRAND MANAGER

Smirnoff is the world’s #1 vodka and a fast moving, ever-changing 9 million case business here in the US, driven strongly by flavor and lifestyle trends. Based in Manhattan, we’re looking for an experienced brand manager to join Smirnoff, a powerful house of vibrant, category leading flavors. We are seeking an insightful, culturally in-tune and savvy brand marketer with strong collaboration skills and marketing functional excellence to deliver brand plans and execution that grows share for a nearly half a billion-dollar business. Are you a collaborative leader able to partner with our commercial leads, engage others around their ideas and inspire agencies and other partners? This may be the role for you.

Complexity of Role

Owns end-to-end business of one of our key “Must Do’s” to drive Smirnoff flavored vodka and small size business segments. This includes:

Brand performance analysis of opportunities for growth

Strategic go to market recommendation for short-term and long-term

Brief creation and driving strategic, creative, and tactical plans for key tentpole moments through the line from ATL to BTL including PR, Experiential, Social, Commercial

Owning media plans end to end with agency support including: digital, social, OLV, TVC, OOH, and media partnerships

Working closely with market leads to understand challenges and provide solutions

Possesses deep understanding of performance analysis, brief writing, and agency relationship management.

Owns strategy and implementation for Social Media plans.

Leads Smirnoff to be the best-in-class example for Diageo on Society 2030 goals including our LGBTQIA+ strategy and programming 365.

Key Outputs

Contributing team member accountable for the brand’s Annual Operating Plan to include achieving Share, Volume, Revenue and Gross Profit targets.

Lead end-to-end and through the line marketing plans to achieve AOP goals for our largest flavor portfolio, Smirnoff Lemonade Collection (Pink, Peach, and NEW Blue Raspberry). Includes Summer and Winter programming to drive year-round demand in priority markets and key customer accounts.

Gifting and Experiential Lead for the brand to include strategy, best in class executions and experiences to WOW consumers during key cultural and consumer-centric moments throughout the year across our trademark’s big bets.

Responsible for co-leading the development of QRs for the vodka business while working closing with FMB for a trademark umbrella narrative. Key contributor and support role for the brand’s annual MBP and Golden Bars.

Assist in development of a winning recruitment strategy (to include iHub and on prem), breakthrough TTL to include brand communications, effective media plans, and headline driving PR activity to embed Smirnoff into culture.

Serve as the brand’s social and digital lead to drive always on, relevant social conversations with our consumers that business build and embed our brand in culture.

Society 2030 lead to include Pride 365 & Global Liaison, Positive Drinking & Global Liaison, and Sustainability

Strategically developing aspirational briefs that inspire agencies to deliver distinctive creative that recruits the next generation of Smirnoff drinkers, with a particular focus on multi-cultural consumers. Responsible for developing through-the-line, consumer centric programs across all retail channels and very targeted plans to address specific needs in top markets ensuring commercial teams are equipped with the right tools and selling materials to implement.

Co-lead strategy, recommendation, and execution of portfolio optimization to include a top 8 classic core flavor maintenance and renovation EXPLORE, value creation levers, and sku rationalization - working closing with SBM (lead), Finance, Innovation, and GBT.

Work closely with cross functional teams (Customer Marketing, Finance, Consumer Planning, CP&A, Sales and National Chain Account teams) to gain alignment on strategic priorities, ensure plans are useful, and drive execution.

Help identify and foster alignments across the Smirnoff TM to demonstrate the scale of the business to produce outsized results.

Responsible for understanding and evaluating the effectiveness of marketing activity.

Experience

Second rotation BM is preferred.  3-5 years marketing experience in Consumer-Packaged Goods, Bev Alc or on a lifestyle brand.

Have in depth knowledge of the US Alcohol industry and the competitive, legal, and 3-tiered system dynamics.

Demonstrated experience of working in a fast paced, dynamic category with a rapid and competitive consumer purchase cycle and has a proven track record of succeeding against market conditions.

Proven track record of excellence in converting multi-cultural (Hispanic & African American) consumer insights into effective growth drivers.

Prior experience of working in or managing global and/or innovation teams an advantage. Strong problem solving, partner engagement and decision-making skills and an effective communicator.

A highly organized and excellent multi-tasker who holds themselves to a world class standard of output and demonstrates a relentless desire to deliver the best performing marketing programs.

Someone who brings a “can-do” attitude and mentality, can champion our "For the People" culture to further drive our brand’s passion for inclusion and spirited fun.

More About Us:

Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness!

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!

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At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others.  (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.)  The salary range displayed is the salary range for the role’s primary location.