Job Description :

Job Title:

Experiences, Sponsorship and Brand Partnerships Manager

Level:

L5A

Reports To:

Head of Culture, Influencers & Advocacy – Southern, West and Central Africa

About Diageo

Diageo is a global organisation with over 28,000 talented people and a presence in 180 countries. Across our 21 markets, our brand portfolio represents our biggest strength, and our biggest passion.  Be it our global giants, local stars, or premium brands, we use our vision, creativity, and courage to drive the growth of our products worldwide.  We invent strong brands for today and for the future, upholding the quality of our products and taking personal accountability for both the history and for the future of our brands. 

Africa businesses account for over 10% of Global Diageo revenue, with a workforce of more than 6,000 employees. We create wealth both directly through our operations and indirectly through our broader value chains where we support development and growth in partnership with businesses and communities.

We are committed to delivering sustainable performance and our vision is to be destination of choice for Diageo investment. We are building a track record of attracting, retaining, developing, and exporting best-in-class diverse talent for Diageo and unleash people to deliver great performance.  We are a force for good in communities and care about the planet with focus on water, farming, and education among others, which are the most critical components for our communities.

Today, Africa is a predominantly beer region and we will continue to growth beer fast. We also recognise an even greater opportunity in spirits and recently reorganised our business to put focus on transforming and accelerating spirits to double its current revenue through the SWC organisation.

Market Complexity:

Southern, West and Central Africa (SWC) covers more than 14 countries across Southern, Central and West Africa. It has statutory presence in 7 countries including two listed companies (Ghana and Seychelles) and one JV (Angola) and oversees manufacturing in four countries. It also manages partnerships to manufacture and distribute the Diageo portfolio across around 35 countries in Sub Saharan Africa. It manages a full TBA portfolio: beer, RTD’s (Ready-To-Drinks), local spirits, international spirits and top end luxury spirits.

The countries’ economies vary significantly and present different levels of opportunity and challenge for business growth as well as language diversity. There is a high level of volatility across the countries and fierce competition within the beer and spirits portfolio given Africa has the largest vibrant and growing LPA -34 consumer base.

In Diageo Africa context, the margin profile is attractive, with a higher focus on spirits and outsourcing of beer manufacturing. Our extensive and exciting brand portfolio serves consumers across diverse demographics and delivers against consumers’ in-culture premiumisation experiences.

Our extensive and exciting brand portfolio serves consumers across diverse demographics and occasions and delivers against consumers’ in-culture premiumisation experiences. It is also well positioned to tap into future trends.

Distributor and creative partnerships are critical for driving growth for this remit as well as strategic choices to be made on portfolio, production, logistics and route to market.

Given its scale and margin profile, SAPM is critical for the success of Diageo in Africa.  and there is also significant scope of business expansion – new territories, new categories and new routes to market.

Purpose of Role

The Culture and Influencer Marketing team will be responsible for fostering brand thought leadership and enhancing brand reputation by developing a culture strategy that defines cultural platforms, gives a framework for strategy to execution and defines detailed in-culture strategy to execution for all strategic brands. This team is also charged with identifying, negotiating and executing strategic in-culture partnerships (platforms and influencers) across the region.

This role requires a deep understanding of current cultural trends, experiential and sponsorship marketing models and brand partnership capabilities, excellent communication skills, and the ability to build strong relationships with partners and stakeholders

Top AccountabilitiesGrow brand MDS scores through relevant and authentic experiential marketing augmented by brand partnerships/sponsorships that build brand in-culture thought leadership.Execute a clear and well-planned cultural calendar through consistent in-culture experiences, sponsorship and partnership growth drivers to enhance brand relevance.Co-ordinate content distribution across various channels, including social media, blogs, and other digital platforms. Monitor content performance metrics and adjust strategies accordingly to optimize reach and engagement.Authentically integrate Diageo brands in cultural spaces: consistently execute compelling brand stories, content and campaign execution that is newsworthy, ultimately driving consumer engagement, shareability and talkability.Partnership Management: cultivate and maintain relationships with external partners, including influencers, industry organizations, and community groups. Collaborate with partners on co-branded initiatives, events, and campaigns to amplify reach and impact. Evaluate partnership effectiveness and ROI, making recommendations for future collaborations.Utilize analytics tools to track performance, analyse trends, and identify areas for improvement. Prepare regular reports and presentations for the team, highlighting achievements and opportunities.Track expenses, manage vendor contracts, and negotiate cost-effective solutions. Provide regular updates on budget utilization and forecasts to senior leadership.Foster a collaborative and high-performance team culture, identify training and development opportunities to enhance personal skills and capabilities. Conduct regular performance evaluations.

Qualifications, Experience, and leadership

5 years + experience in marketing in IPS and/or FMCG/Luxury good categories. Candidates with similar experience in peer companies will have an added advantage.Must be digital savvy, understands what it takes to get into consumer conversation and confidently drive the Marketing Team and business to tap into opportunities.Track record of bringing successful new thinking into a business with a culture of experimentation, failing fast and learning quickly.Possess passion for the function and a drive to always push and apply new approaches/thinking from plans through to execution at pace.Can execute plans brilliantly to deliver business results.Possess real passion for in-culture work with a drive to always apply new approaches/thinking from planning through to execution.

Worker Type :

Regular

Primary Location:

Waterfall

Additional Locations :

Job Posting Start Date :

2024-07-01