Marketing Manager – Guinness at Diageo (November 2024)

Job Type: Full-time

Job Overview

Position: Marketing Manager – Guinness
Level: Mid-Senior
Reports to: Marketing and Innovation Director – KBL

About Diageo

Diageo stands as a top name in premium drinks globally, offering well-known brands like Don Julio, Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray, and Guinness. Our mission is to "Celebrate Life, Every Day, Everywhere," driving our approach with our teams, diversity, brand quality, and company impact.

Why This Role Matters

The Marketing Manager for Guinness will play a major role in boosting Net Sales Value (NSV), operating profit, and overall beverage sales year after year.

What You'll Do

We're looking for a senior leader to join the Kenya Marketing team. This role is vital to East Africa Breweries Limited (EABL) because it directs the entire Guinness beer strategy, overseeing all activities that drive brand growth.

Team Leadership
As a leader, you’ll guide an Assistant Brand Manager and collaborate closely with shopper managers, focusing on talent development and robust growth initiatives.

Key Responsibilities

Financial Goals
EABL’s target is to raise NSV to $1B, boost operating profit to $378M, and expand total beverage sales by 85%.

Market Insight
EABL, one of East Africa’s biggest companies, operates widely across Kenya, Uganda, and Tanzania. Under Diageo, we serve alcoholic and non-alcoholic options and run production sites in Kenya, Uganda, and Tanzania, plus export to other markets.

Business Ambitions
Our goal at Kenya Breweries Limited (KBL) is big: a $1B NSV through innovative strategies, digital transformation, efficient supply, and community engagement.

What You'll Lead

Purpose & Responsibilities
As the Marketing Manager for Guinness, your focus is delivering a consistent growth strategy for Guinness, coaching the team, and leading brand success with targeted annual plans.

Key Leadership Duties

Collaborate with commercial teams for full engagement in execution.
Motivate agencies for high-quality promotions and media initiatives.
Be the face of Guinness across the region, sharing insights.
Support team performance through coaching and feedback.
Foster an inclusive environment where team members feel safe to perform.

Brand & Market Execution

Implement strategic plans to reach goals in volume, market share, and profits.
Oversee brand positioning to ensure a unique, clear identity.
Manage agency relationships for optimal brand messaging and budget use.
Drive packaging changes that align with Guinness values and stand out.
Use data insights to stay ahead of trends, optimize strategies, and maximize opportunities.

Qualifications

Education

A degree in a business-related field or equivalent experience.

Experience and Skills

10+ years in marketing, with leadership experience.
Strong commercial and FMCG background.
Proven brand-building skills.
Skilled in project management, handling multiple projects effectively.
Experience with multi-market stakeholders and brand policy management.

Core Competencies

Execution: Lead with confidence in a fast-paced setting.
Purpose: Promote Diageo’s values inside and outside the company.
Vision: Focus on driving Diageo’s future goals.
Talent Growth: Encourage your team’s potential and embrace diversity.
Functional Skills: Build meaningful brands, ensure brand performance, create data-backed insights, and forge partnerships.

Embracing Diversity & Inclusion

At Diageo, our purpose revolves around celebrating life in a way that values everyone, regardless of background. We strive to be a trusted, inclusive company where our employees thrive.

Our flexible work environment supports success, whether through flexible locations or schedules. Diageo fosters a dynamic and bold culture where you can grow.