Global Marketing Manager, Roe & Co.

at  Diageo

Job Description :
Additional Job Description
Type: 12 months secondment
Location: Dublin
Closing Date:
Roe & Co is a new to world accessible luxury Irish Whiskey brand, with the brand created in 2017 and the distillery opening in 2019. Irish Whiskey is one of the fastest growing spirits categories globally but with a hugely underdeveloped luxury market. Roe & Co has big ambitions to lead and reimagine the Super premium Irish Whiskey space. The brand leader will drive Roe & Co to be the world’s no.1 Premium+ Irish Whiskey.
The role is an incredibly unique opportunity for an all-round and entrepreneurial brand builder to truly shape this high potential brand’s future, make a mark and be part of the brand’s legacy. The successful candidate will own Roe & Co end-to-end, leading the creation of a winning global brand strategy including vision, distinctive positioning, brand platform, growth driver development, on, off and Dcom trade strategy, innovation strategy, and commercial roadmap in the pursuit of delivering Diageo’s Global Whisk(e)y ambition. As the Global Marketing Manager for Roe & Co you will form part of cross-functional team across Distilling, Brand Homes, Supply and Markets (Lead markets including North America, Ireland, France, and Africa).
The role will report to the Global Brand Director, Whisk(e)y Portfolio within newly created Global Whisk(e)y Category team to fully unlock the opportunity for scaled growth for Roe & Co, where the Global Marketing Manager will define an elevated role of Roe & Co as part of our broader Whisk(e)y participation strategy.

Role accountabilities:

• Shape the future of Roe & Co by setting an inspiring vision and mission for the brand and land this with key partners.
• Develop world class brand strategy including positioning, platform and codified growth drivers that will be widely adopted by markets to accelerate growth of the brand.
• Lead the Irish Whiskey Strategy, defining a role for Roe & Co within our new global Whisk(e)y strategy.
• Creation of distinctive and culturally relevant TTL creative assets that use powerful insights including ATL, BTL and C&E.
• Develop and implement innovation strategy and concepts that deliver incremental brand growth and premiumise.
• Partner with Head of Commercial to build the commercial roadmap across the RGM levers to maximise value creation in service of total Whisky ambition.
• Blackbelt market and partner management to ensure P&L and share targets and strategic focus aligned to overall global ambition, as well as sharing of M&E and best practice across markets.
• Foster the Roe & Co community across Head Distiller, Brand Home Operations, Brand Ambassadors and Markets to build engagement around the brand.
• Partner with markets to ensure optimal investment ensuring right strategic choices and implementing lead market creative across all markets.
• Scan the environment constantly and adapt plans with pace – shares best practice between markets promptly to positively influence performance and the lay down of future inventory in Irish whiskey.
• There will also be opportunities to lead and own projects on other Whiskey Portfolio brands to broaden experience and exposure.

Experience required:

• Rounded brand builder with 10 years+ of end-to-end marketing experience with great examples of impactful delivery in consumer marketing, shopper marketing, innovation and/or Luxury roles.
• Entrepreneurial: Ability to “make things happen” and have an outsized impact by thinking out of the box.
• Drive: Highly driven to quickly have a material impact on the business, brand, people and our consumers.
• Influence and inspire: Ability to construct and deliver engaging narratives to build confidence and conviction amongst partners of all levels.
• Culturally sensitive and creative: Understanding of how to build brands in culture with strong creative judgement and flair, delivering precision marketing.
• On trade: Strong understanding of the on trade and TLA/RLA world, ideally bartenders and brand ambassadors, with an understanding of how this seamlessly flows through the line to the Off trade.
• Commercially astute: Bring a commercial mentality to driving the total performance of their part of our business.
• Evidence of working comfortably in a highly ambiguous environment at pace, balancing multiple projects and priorities.
• Relationship builder: Highly skilled in fostering great relationships both internally and externally, in person and remotely will thrive in this role.

Working with Us
Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.
Join us and you can also expect a highly competitive and flexible rewards and benefits package.
Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.
We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.
Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people.
We’re looking for people with creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level!
Feel inspired?
Then this may be the opportunity for you!
Worker Type :
Regular
Primary Location:
St James Gate
Additional Locations :
Job Posting Start Date :
2024-08-1

• Shape the future of Roe & Co by setting an inspiring vision and mission for the brand and land this with key partners.
• Develop world class brand strategy including positioning, platform and codified growth drivers that will be widely adopted by markets to accelerate growth of the brand.
• Lead the Irish Whiskey Strategy, defining a role for Roe & Co within our new global Whisk(e)y strategy.
• Creation of distinctive and culturally relevant TTL creative assets that use powerful insights including ATL, BTL and C&E.
• Develop and implement innovation strategy and concepts that deliver incremental brand growth and premiumise.
• Partner with Head of Commercial to build the commercial roadmap across the RGM levers to maximise value creation in service of total Whisky ambition.
• Blackbelt market and partner management to ensure P&L and share targets and strategic focus aligned to overall global ambition, as well as sharing of M&E and best practice across markets.
• Foster the Roe & Co community across Head Distiller, Brand Home Operations, Brand Ambassadors and Markets to build engagement around the brand.
• Partner with markets to ensure optimal investment ensuring right strategic choices and implementing lead market creative across all markets.
• Scan the environment constantly and adapt plans with pace – shares best practice between markets promptly to positively influence performance and the lay down of future inventory in Irish whiskey.
• There will also be opportunities to lead and own projects on other Whiskey Portfolio brands to broaden experience and exposure