Head of Commercial Planning & Activation - Spirits at Diageo Brands Nigeria

Role Title: Head of Commercial Planning & Activation - Spirits

Level: L4

Reports To: Customer Marketing Director

Purpose of Role

The role was created to deliver Sustainable Competitive advantage for Diageo Brands Nigeria (DBN) and to ensure that Diageo Brands Nigeria (DBN) reserve Brands leads within their category.


1. Financial:

Accountability and Responsibility for:

a) Advertisement & Promotions (A & P) budgets allocated from Marketing to Field sales for Below the line (BTL) activation such as Consumer Promos, Trade activities and Point of Sale (POS) materials.
b)    Tactical operating budget

2. Market Complexity

The Nigerian Liquor landscape is complex with major challenges. High import tariffs on spirits and an immature retail market.

a) Category teams to ensure a robust Joint Up Business Plan (JUBP) process is in place which ties in key customers and channels to DBN

b)    Plans are driven by shoppers and category drivers understanding and executed brilliantly.

Leadership and Functional Responsibilities

The role is responsible for the leading the Spirits Customer Marketing Team that comprises of Category Development and Commercial Planning & Activation Teams. Leadership and Customer Marketing Functional capabilities are expected to be at a level commensurate with the role.

The role holder will:

a) develop, implement and execute marketing strategic plans in field and be accountable for brilliant execution.

b)    be a key member of the Customer Marketing Leadership team, with dotted line into the Spirits Leadership

c) develop and follow through coaching & personal development plans for team

d)    develop insight generation and translation of insights that guide key business decisions

e) create value for Diageo by translating category and channel understanding into activity design

enable brilliant execution by driving discipline from Planning to In-market Execution

f)   ensure business is conducted in line with Diageo Policies and Code of Business Conduct guidelines.

Key Accountabilities:

1. Deliver Annual Operating Plan

a) Lead trade & customer strategy to develop customised annual Game plan to deliver financial and volume targets for priority brands

b)    Category and Channel value creation

c) Develop and activate annual customer account plans Joint Up Business Plan (JUBP) to support the delivery of business goals – ensure effectiveness & discipline including quarterly activity planning cycle

2. Deliver Brilliant Execution

a) Ensure that the Customer Marketing activity calendar, planning and timings are such that field sales capacity and capability are efficiently utilized

b)    Ensure activity tracking and Monitoring & Evaluation (M&E) process for all activities are on-going.

c) Drive excellence in execution through the implementation of business plans, trade term compliance, cycle activation and category management

3. Attract, Develop and Retain Great Talent

a) Ensure all team members have a clear understanding of their performance objectives and that   processes are in place for development

Skills, Qualifications and Experience Required:

a) Graduate calibre with a minimum of 7 years commercial expertise gained across Customer Marketing and/or Consumer Marketing.

b)    Minimum 4 - 5 years field sales experience is essential.

c) A highly motivational coach and leader that can provide clear direction

d)    Creative in finding solutions

e) Ability to tune tactics to achieve desired business results

f) Strong communication and influencing skills

Barriers to Success in Role:

a) Inability to work collaboratively across the broader organisation and also ensure alignment of category teams and field sales

b)    Inability to generate insights and translate them into specific actions.

c) Inability to build and motivate leaders to consistently deliver great performance.

d)    Loss of personal integrity

e) Inability to work flexibly and respond to unforeseen challenges and opportunities at short notice.

Work Location:

a) Based in Lagos and expected to spend minimum 25 % time in Field



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