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Guinness Nigeria is a major market for Diageo focused on delivering significant volume and profit to Diageo. Consumer planning has a critical role with the responsibility for leading the business to make the right strategic and commercially savvy evidence- based decisions, within the ever-changing context of our consumers and customers lives.

Role Metrics:

a) Financial:

  • Management and Accountability for implementation of Consumer Planning Budget.

b) Complexity

  • Work across all Nigeria to drive insights that will unlock growth, drive profitability and deliver market share for Guinness Nigeria Beer & Adult Premium non-alcoholic drink brands.

c) Leadership Responsibilities

  • Living the Values –insatiable appetite for consumers, customers and brands.
  • Deeply Curious about consumers, shoppers, our brands and markets
  • Externally attentive, a ‘finger on the pulse’
  • Immersed in culture and obsessive about harnessing it
  • Industry thought leader and agitator
  • Bold enough to lead the business to the right choices
  • Innovative and creative but also rigorous in thinking – a combination of art and science
  • Objectivity, an honest broker
  • Truly collaborative, a key player in the team
  • Positively challenge others with a strong bias for action
  • Ensures consumer and market knowledge is distilled into clear, actionable implications
  • Identifies and manages research agency partners who add value through interpretation and recommendation
  • Inspires and influences others to be passionate about consumers and market
  • Effectively facilitates workshops to unlock creative solutions to market and consumer issues

           

Purpose of Role

To champion & drive world class understanding of consumer attitudes, motivations and trends that can be leveraged to grow our brands:

  • To be the custodian of consumer insights
  • To build an understanding of the consumer which is based on issues & opportunities, rigorous & grounded, compelling / easy to understand and proactive & timely
  • To ensure that brand strategy & communication is founded upon a deep understanding of the consumer
  • To deliver measurement and evaluation for key advertising and promotional projects

Top Accountabilities

  • Proactively defines & communicates opportunities for growth for the market, categories and brands and articulates what it will take to realise these opportunities
    • Externally attentive to culture, trends and market place dynamics, to detect the factors that could positively or negatively impact growth.
    • Support development & implementation of brand strategy and communication through facilitating a deep understanding of the consumers.
  • Seeks out deep consumer / shopper / category insight and implications that will drive penetration growth
    • Transform research outputs into simple, actionable implications
    • Fuels the business with consumer/ shopper led provocations and understanding to instigate change
  • Synthesizes data and understanding from multiple sources -quantitative and qualitative and joins the dots in a meaningful, actionable way
    • Ensure that consumer knowledge is clearly reported and interpreted within the framework of brand related issues (Brand Tracking Study)
    • Lead regular brand activity reviews, keeping the brand teams informed and updated
    • Custodian of brand building thinking
  • Ensures learnings from measurement & evaluation are applied to increase productivity of our advertising and promotion (A&P) spend
    • Ruthlessly prioritises and focuses on tasks that add maximum value to Diageo, stops or delegates everything else.

Qualifications and Experience Required

  • University degree in marketing / business or other related discipline preferred though not essential. Postgraduate Qualifications are an advantage.
  • 3 – 5 years’ experience either within an FMCG organisation with a planning, brand & consumer focus or a research agency background.
  • Experience in both quantitative and qualitative research techniques
  • Experience of the Beverage industry is advantageous however not essential
  • Proven and strong Brand and Trade marketing experience
  • Experienced level capability on all Marketing Functional capabilities
  • Can demonstrate excellent commercial judgement & acumen
  • Experienced at managing key stakeholders nationally & internationally
How to Apply Interested and certified candidates should:
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