Consumer Planning Manager

Wanted, curious truth seeker, insight generator and strategy specialist to come and help us craft our business by putting the consumer truly at the heart of it.

Whisky tourism is the #1 activity for tourists in Scotland with over 2m visits to Whisky experiences across the country each year. Our visitor experiences offer unparalleled opportunities for consumers to immerse themselves in our brands and play a critical role in recruiting consumers from all over the World to our brands and the wider Scotch Whisky category. We are on a mission to double the size of our Scotland Brand Homes business in order to recruit over 2m consumers per year into Diageo's brands. Our brand homes are the perfect blend of consumer experience, elite retail and outstanding F&B, they play a meaningful role within each brands consumer recruitment eco-system whilst also being one of Diageo's few truly direct to consumer (D2C) businesses. We encourage consumers from all over the World to Scotland every year many for the 1st time. Whilst Whisky is a reason to visit Scotland they also are seeking to spend times outdoors, visit cultural attractions, play golf etc. Our role as brand homes extends far beyond just tourism however as we are central to GBT strategies as the home of the brand and for several brands create content which is scaled across the World. The role of the Consumer Planning Manager is to lead the charge to make Scotland Brand Homes a truly consumer centric organisation by formulating and sharing penetrating consumer insights to enable better decision making, craft strategic thinking and deliver experiences and products which will be both highly important to consumers and truly distinctive. Key Outcomes

• Define and articulate opportunities for brand growth by providing deep insight on consumers and competitors and understanding of consumption occasions and big societal trends. Using all of this to help to ensure that all marketing plans are rooted in insight and are deeply relevant.
• Build sustainable, future proofed brands with market leading performance. By systemically, diagnosing, evaluating and creating strategies and work/activation which meet consumer and customer needs ahead of the competition.
• Understand the opportunities for innovation - looking at the occasions and motivations where we can innovate, the role for innovation on each of our brands, and ensuring we craft high quality concepts. Also understanding the best way to build newly created brands.
• Increase effectiveness of marketing investment through applying learnings from measurement and evaluation. By driving a learning culture based on accessing and applying world class systems, tools and capability. Has a real lens on productivity.
• Track and control the effectiveness of A&P spend and ensure full compliance with DMC