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Job Description :

Innovation Brand Manager, Scotch, APAC

Reports To: Luxury Scotch Innovation Director APAC

Context/Scope:

Innovation is a key growth driver for Diageo, with a very strong track record of thought leadership, delivery and execution against, consumer, business and customer needs. One of the 6 Must’ do’s in Diageo’s performance ambition. The Luxury Scotch team in APAC is part of the Global Innovation team. The team is focused on developing and delivering a strategic, scalable, and sustainable innovation pipeline for Johnnie Walker luxury range and Diageo’s best in class portfolio of Single Malts (Singleton & Talisker).

The scope of this role covers innovation “end to end”; from strategic opportunity identification, through ideation and concept development to commercialisation through the Innovation gate process. It will be primarily focused on Johnnie Walker Innovation key Luxury global projects (Blue Label, XR, Cultural limited-edition Platforms etc.).

A fantastic opportunity to demonstrate a strong cross functional leadership, take great ideas from concept to execution, and work across Innovation, Marketing, Commercial and Supply teams, while influencing a broad base of local, regional and global

stakeholders.

This role is based in Shanghai, China and reports to the Luxury Scotch Innovation Director APAC.

Dimensions :

a) Financial

▪ Full accountability for project development spend and commercialisation budget proposal through Diageo innovation “Gate” process.

▪ Development of new product value chain and project P&L proposal through Gate process.

b) Market Complexity

Johnnie Walker & Malts luxury Innovation

▪ Blue Label Innovation & Cultural limited editions: Global. US, GT, APAC primarily,

up to 80+ markets.

▪ XR: strong APAC play with exciting headroom to grow.

▪ Singleton & Talisker: APAC lead markets and Global.

Engagement

▪ High visibility within the structure.

▪ Global reach and multiple in-market and global stakeholders: In-market Innovation

teams, Global and local in-market brand teams, Supply teams in Scotland & China,

Legal, Regulatory, Finance teams.

c) Leadership Responsibilities

▪ Develop and implement key luxury projects for Blue label, XR, and Cultural limitededition Platforms in line with JW pipeline, as well as selected luxury projects for Single Malts in line with Malts pipeline.

▪ Develop world-class innovation that meets the needs of whisky consumers and customers in the lead market(s).

▪ Creative new concepts, activation plans through to business transformation.

▪ Provide strategic leadership in the development and commercialisation of new products – move effectively between strategy and operational detail.

▪ Lead, motivate and inspire cross functional teams and agency partners – create clarity, align, and deliver to a common goal behind key projects.

▪ Engage and influence global and local stakeholders.

Purpose of Role

This role critical to the delivery of Johnnie Walker and Malts luxury Innovation strategy

and pipeline. It requires significant orchestration and coordination capabilities given JW & Malts global scale, importance, and myriad of functional touchpoints. You must demonstrate a flair for consumer insights, creativity and project management

skills. The agenda is challenging and will be achieved by the creation of well differentiated product offerings.

Top 3-5 Accountabilities

1. Lead and deliver global Scotch luxury projects in line with overall Scotch strategy at agreed scale on time and in budget.

2. Lead and influence cross functional project teams (GBT, Marketing, Customer Marketing, Supply, Technical, Legal and Financial), agencies and local exec

3. Create highly distinctive products and marketing offers based on cultural insight.

4. Use and follow Diageo processes in full compliance, with an open eye for optimisation opportunities.

Qualifications and Experience Required

3+ years work experience at or above brand manager level

Proven ability in:

▪ Leveraging consumer, shopper and customer insights

▪ Developing consumer and customer driven strategy

▪ Developing & managing all elements of the marketing mix

▪ Delivering successful projects by leading a cross-functional team

▪ Strong team player while influencing peers and executive level in both a local & global context.

Barriers to Success in Role

▪ Inability to lead, motivate and influence individuals and teams

▪ Poor project management skills

▪ Lack of strategic clarity and insight

▪ Inability to work in creative mindset / “white space”

▪ Lack of consumer and customer understanding in luxury and HNWI segment

Worker Type :

Fixed Term Contract (Fixed Term)

Primary Location:

Shanghai

Additional Locations :

Job Posting Start Date :

2024-05-29

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.

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