The Marketing Manager will deliver top quality programs that support high volume sales of Diageo brands for the Delaware, Maryland and Washington, DC. This will be executed by the management of local, national and multi-brand events, dedicated promotional agencies, and on- and off-premise programs. The Marketing Manager will ensure the sales team is educated on consumer targets, innovation agendas and brand strategy. The Marketing Manager will conduct post program evaluation. The Manager will collaborate with Sales and Finance teams to ensure all goals for market are being met throughout the year. Key customers include Market Managers, Distributor/Broker teams, Marketing Director, Brand and CP&A Teams, and GM.
Decision Making Planning
Recommend to Sales Directors/Managers how gaps in marketing plans will be reconciled and solicit ideas from to maximize program impact in the on premise. Balance how much to spend on each brand and each type of spend (events, promotions, POS, etc.). Provide feedback to the brand teams at the time of concept review. Collaborate with all Brand Teams to drive strategic programming that will be effective within the diverse Mid-Atlantic marketplace.
A&P allocation: Ensure that our investments are consistent with brand strategy, Division objectives and commercial needs. Rely on analysis, program evaluations, sales input, distributor input. Decisions will be complicated by natural tension between delivering short-term results and building a long-term consumer franchise.
Input on national programs: Provide fact-based, commercially grounded feedback to help shape the quality and executability of national event and promotional programs. Execute tools being provided fulfil consumer's needs. Ensure program is executable (legal, practical, timely, etc.). Ensure channel specific elements are executable. Ensure that feedback reflects input of sales and distributor teams through half-year planning sessions and concept reviews.