Job Description :
Activation Director, Control State Markets
Level: L4
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer! Diageo has over 200 outstanding brands - old and new, large and small, global and local, with brands sold in 180 countries at almost every price point, in every category to meet consumer demand.
With revenues in excess of £11.8 billion, it is a constituent of the FTSE 100. Diageo is the leading spirit player in every region of the world, highlighting a broad portfolio of both international and local brands. Diageo leads the top two largest spirit brands in the world, Johnnie Walker and Smirnoff, and 20 of the world's top 100 spirit brands. Its portfolio includes Crown Royal, Cîroc and Ketel One vodkas, Captain Morgan, Buchanans, Don Julio, Casamigos, Tanqueray, Baileys and Guinness!
Diageo's strong regional profile facilitates its exposure to the greatest consumer opportunities in the sector. Operating as 21 geographically based markets around the world and having a presence in over 180 countries, the forward-thinking and adaptable business model allows Diageo to gather consumer trends early and remain agile in delivering balanced performance. Our commitment to sustained value creation ensures the continued focus on building a world-class sales organization, investment in local production, and building the capability of local talent. Diageo employs almost 30,000 people across its truly global business. The company applies country-specific strategies to meet local consumer and customer needs.
About the role:
The Activation Director will lead and advise the activation team in their market level Planning, Broker/Distributor communications/alignment, special programming development and central activation deployment by channel across Diageo US Spirits brands. You will be highly encouraged be consistent with and in service of Brand Strategies, Market/Activity Investment Profiles, reflect market requirements, laws and regulations and deliver against Diageo's short- & long-term ambitions.
This role provides clear direction and sets stretch objectives through the Distributor/Broker network for the market(s). The successful candidate will be highly encouraged to influence; distributor/broker leadership teams, our own sales teams, CP&A, Brand and Activation Centres of Excellence (CoE's). This role is essential in orchestrating and maintaining active collaboration that promotes teamwork across a wide network of team members.
Role Responsibilities :
This role must influence and provide direction to broker sales and trade development teams and to Diageo personnel in market. There is a strategic, advisory, planning and tactical activation component to the role. The successful candidate will be tasked with the following:
Deploying and activating channel programming directly with Broker Sales teams, State Customers & Diageo Sales teams to promote the growth of our brands and the Spirits Category for our customers.
Demonstrable experience of on & off premise marketing strategies, growth drivers and tactics with a beverage alcohol consumer understanding rooted in "Next Generation Marketing" principles. Must possess knowledge of the 3-tier system, the LCB/State Controlled Route to Consumer and how best to improve opportunities for our brands consistent with customer needs. Shown ability to translate and align consumer and channel insights/needs with shopper & customer needs. Candidates will work seamlessly across Internal/External Sales, Customers, Marketing, Innovation, CP&A, Finance and other functions from time to time. Must have the ability to influence and run multiple business priorities.
Developing & deploying a future forward/digital first plan for the control markets - bringing digital media, digital commerce, hybrid and digital experiential and digital conversion tactics to the fore of what we do.
Leading Control State Share evaluation and intervention work on behalf of the control states with our brand and central commercial partners ensuring we have the plans to consistently win market share.
Management Responsibility
The Activation Director reports to the VP, Activation. This role will lead the activation control states team - 5 region managers plus 1 central coordinator. The Activation Director must lead, mentor and effectively influence the broker trade development teams. The Activation Director in partnership with sales leadership will consistently review activity/investments to ensure the business unit remains on track to achieving short- & long-term goals. They will lead A&P planning & input directly to the annual operating plan and ongoing into the monthly / quarterly planning calendars, working with brand/CP&A and local teams to adjust where vital.
Develop customer specific programs based on MBP's/National Calendar activity.
Deploy National Programs - break down national programs into monthly/quarterly priorities and provide distributor/broker with information needed for them activate perfectly
Win share and consistently develop collaborative plans with brand teams and other central partners to ensure we have the tactics to win in control markets.
Experience / skills required:
Team leadership, mentoring & talent development
Commercial Marketing experience - ideally in a 3 and/or 2 tier market
Experienced budget & financial control management - working with Anaplan or similar planning systems to cascade and track spend.
Trade Marketing and/or Brand Management Experience including experience with Key Account/Shopper marketing execution
Insight and understanding of both On and Off Trade business / growth drivers.
Must have strong influencing, negotiation skills across a sophisticated and matrixed corporate environment
Flexible Working Statement:
Flexibility is key to our success. Talk to us about what flexibility means to you so that you're supported to manage your wellbeing and balance your priorities from day one.
Rewards & Benefits Statement:
We recognise and value performance, offering our people a highly competitive Rewards and Benefits package.
Diversity statement:
Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.
We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.
Our?ambition?is?to?create?the?best?performing,?most?trusted?and?respected?consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.
Feel inspired? Then this may be the opportunity for you.?
Worker Type :
Regular
Primary Location:
3WTC
Additional Locations :
Job Posting Start Date :
2025-08-04
Salary Range:
Minimum Salary:
$146625
Maximum Salary:
$244375
At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others. (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.) The salary range displayed is the salary range for the role's primary location.
With over 200 brands sold in more than 180 countries, we're the world's leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers - the brands we're building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world.
Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you'll collaborate with talented people from all corners of the world. Together, you'll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.
With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you'll be empowered to be you. Just bring your ambition, curiosity and ideas, and we'll celebrate your work and help you reach your fullest potential.
DRINKiQ
What's your DRINKiQ? Take our quiz to understand how alcohol is made and explore the effects of drinking. You can discover everything you need to know at DRINKiQ (https://www.drinkiq.com/en-gb/)
