Consumer Planning Manager L5

This role will help us shape the future of adult drinking experiences in the dynamic, growing Whiskies sector of the North American total beverage alcohol market. Diageo North America is seeking an energetic, experienced and hands-on Consumer Planning professional who is hungry to partner in defining, creating and implementing the insights and strategies that will define the Diageo whiskey portfolio and its encompassing existing Diageo brands.

Responsibilities:

DRIVE BRAND GROWTH AND BUSINESS SUCCESS ACROSS KEY WHISKEY BRANDS

• Partner in defining, creating and implementing category participation, Brand Positioning and communication strategies and efforts for key Diageo Whiskeys brands
• Drive the development of consumer-first Brand Plans, by identifying, distilling and leveraging actionable consumer insights that drive growth for our business
• Constantly mine for and distill fresh consumer, category, culture, competitive and contextual insights that will drive more growth
• Create and implement measurement strategies to constantly monitor our brands’ performance
• Partner in developing best-in-class creative briefs for comms, Media and more, to drive consumer engagement, affinity and salience as a route to constantly improving Mental Availability
• Liaise with Commercial teams to align planning, performance and learning for relentless performance improvements across the portfolio, and to identify and develop interventions if market conditions demand them
• Clearly identify opportunities for and challenges to consumer recruitment that inform strategic thinking on overarching vision, frameworks and ideas for our brands
• Own and lead the best available understanding of what will drive the Whiskies category in the short, medium and long-term future

CONTRIBUTE TO A WORLD-CLASS CONSUMER PLANNING CAPABILITY AND FUNCTION

• Design, implement and analyze qualitative and quantitative consumer learning to uncover fresh insights relevant to spirit industry, Whiskies category, competitors, consumers and culture
• Develop inspiring, informational and incisive internal (and sometimes external) presentations that provide strategic guidance, grounded in consumer learning
• Constantly monitor marketing landscape, as well as relevant trends in order to identify critical research and learning needs
• Nurture a test and learn environment that optimizes marketing effectiveness for the short term and overtime

Drive continuous process improvements in the Planning and Insights process by integrating new and innovative approaches and methodologies

• 8 years working as a Planner, Strategy or Insight Professional, in a leading consumer goods company, a Comms/Creative Agency, or a consumer research consultancy, or within more than one of these areas
• A strong strategic thinker willing to both collaborate and lead the way
• Proven track record of leveraging consumer and shopper insights to deliver empirically successful commercial action
• Supremely comfortable with both qualitative and quantitative data sources, their analysis and use as sources of consumer insight
• Analytical rigor, thought discipline and the ability to evaluate the power in multiple different sources of layered data simultaneously
• A healthy challenging outlook on all new information, with high standards for the credibility and value of data
• Understanding of modern theories of Brand growth and decline, and an interest in how these are evolving
• Ability to inspire and influence a team of experienced Brand Marketers and Consumer Planning Directors as well as a wide range of stakeholders
• Excellent facilitation skills –able to lead a team to unlock creative solutions to consumer issues
• Ability to manage complexity. Distils and simplifies consumer and market knowledge from multiple sources into relevant priorities and then into clear, actionable implications

Beliefs and Behaviors:

• Believes that diversity and inclusion in the workplace make a better world
• Have a strong ethical duty to the consumer’s best interest and exhibits passion and curiosity about people, culture and behaviors
• Inspires others to be passionate about consumers and to be excited about insights
• Strong presentation skills, development of materials (data visualization, inspiring decks, etc.) and a proven ability to ‘own the room’ when presenting
• Loves and champions creativity and unexpected solutions to a problem
• Proactive collaborator, takes pleasure in the involvement of others and arriving at solutions and ideas together
• Can direct, influence and lead a broad team; has a knack for aligning stakeholders and ‘selling ideas’
• Can successfully manage at all levels of the organization with equal integrity, commitment, effort and care
• Loves learning, culture at large and observing human behavior
• Practical, pragmatic, results-driven, outcome-oriented, efficient operator, good multi-tasker
• Cares about what consumers see from our Brands and how that lands with them
• Inspires strategic rigor in everyone, ensuring Brand strategies are applied widely, consistently and effectively
• Sensitive to a diverse range of audiences; able to adapt quickly and make it look effortless

A powerful, positive Ambassador for Diageo in the world

Additional Information:

HM is looking for a consumer focused professional helping execute the strategies and supporting HM on total whiskey portfolio
This job role will be the main consumer point of contact and will be partnering with brand managers and directors
Background preferred : agency domain (media, communication strategy)
Years of required experience: 8 years
Education : Degree is a plus to have, HM prefers experience in lieu of education
Work Type: Hybrid in NY (3 days onsite and 2 day remote)

Location: 175 Greenwich Street, 3 World Trade Center, New York, NY, 10007, US US35Travel Required: may be 5% travel involved
Interview: 2 round Zoom Interview
Start: ASAP