Shopper Manager - Premium Spirits, EABL at Diageo

Nairobi, , Kenya -

Full Time

Start Date

Immediate

Expiry Date

26 Jun, 26

Salary

0.0

Posted On

28 Mar, 26

Experience

5 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

Channel Marketing, Promotion, Shopper Marketing, In-Outlet Program Execution, Commercial Accountability, Agency Management, Cross-functional Leadership, Distribution Management, Market Analysis, Insights Generation, Budget Management, Governance, Stakeholder Management, Data-Driven Decision Making, Project Management, Communication

Industry

Beverage Manufacturing

Description

Job Description : Our Sales team love building relationships, connecting with customers to sell our much-loved brands in new and vibrant markets where they can thrive. They help sell our iconic brands across 180 countries every year. We’re operating across different markets, channels, and areas of expertise. Using your curiosity and passion, you’ll make the most of consumer insight and digital platforms, reaching new customers, markets, and celebrations to help us achieve our growth potential. We’ll support your learning and growth as you develop your career with us and work with people across our business to realise your fullest potential. Context/Scope Today, East Africa is a predominantly beer region, and we will continue to grow beer fast. We also see a greater opportunity in spirits. We recently reorganized our business to focus on redefining and accelerating Spirits. Our goal is to double its current revenue through the Premium Spirits division of East African Breweries Limited (EABL). Dimensions: Financial EABL F30 ambition is to be build a Reserve and Premium Spirits business, be market leaders in the category and grow at: $250M NSV; Market Share: +70% Market Complexity East Africa Breweries Limited (EABL), one of the largest companies in East Africa, has extensive operations in Kenya including Kenya Breweries Limited (KBL) which produces, markets and sells alcoholic and non-alcoholic beverages in Kenya, and East African Maltings Limited (EAML) which sources raw materials for EABL’s business. EABL has subsidiaries in Uganda and Tanzania, as well as export operations in other markets in the region, and is a subsidiary of Diageo plc, the global alcoholic drinks company. About the role: The Shopper Manager role at East African Breweries Limited (EABL) is a key trade marketing position responsible for developing and implementing in-store/bar programs for a designated category or brand). This role acts as the "bridge" between brand marketing (conceptualization) and customer marketing (execution), focusing on driving physical availability, shopper insights, and category growth at the "moment of choice". The individual in charge of Shopper Management – Premium Spirits drives premiumisation and conversion at the point of purchase. They translate brand strategy into world-class shopper experiences across retail and on-trade environments. This role is responsible for developing and implementing channel strategies to drive sales, distribution, and market penetration through premium core retail and distribution channels. This role involves building a strategy and framework geared towards optimizing channel performance and collaborating with cross-functional teams to achieve business objectives. Role Responsibilities: Channel Marketing and Promotion: develop and execute channel and brand specific marketing and promotional campaigns to drive traffic, increase sales, and enhance brand visibility; co-ordinate with marketing and creative teams to develop channel-specific marketing materials, Point of Sale (POS) displays, and promotional collateral; monitor and evaluate the effectiveness of marketing and promotional activities, tracking ROI; adjust strategies as needed. Shopper Marketing Strategy: Craft category and brand Shopper Marketing programs for scaled execution across multiple channels (on-trade/bars and off-trade/retail). In-Outlet Program Execution: Manage the cycle of in-outlet brand programmes, from initial brief to toolkit development, customer proposition, and final measurement & evaluation (M&E). Commercial Accountability: Own the in-outlet programme creation budget and deliver category growth (driving brand growth ahead of the category). Agency Management: Lead BTL (Below-the-line) marketing agencies to deliver high-quality, industry-leading POS materials and activations. Cross-functional Leadership: Work with Sales, Brand, and Supply teams to align on marketing business plans Distribution Management: optimize product distribution strategies to maximize availability, reach, and shelf presence in target channels and markets; monitor and evaluate distribution network performance, identifying opportunities for expansion, consolidation, or optimization; develop sales plans, targets, forecasts to drive market share growth. Market Analysis and Insights: conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape; utilize market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel; stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance. Budget Management: develop and manage the category/brand budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and ROI potential. Optimize spending to maximize channel impact and efficiency. Governance: Ensure End To End (E2E) compliance of set standards in Channel & Shopper activities, agency management and Resource Utilisation. Key Performance Indicators Financial: Delivery of NSV (Net Sales Value) and Gross Margin targets, as well as management of the A&P (advertising and promotion) and TI (trade investment) budgets. Market Share: Growing brand share ahead of the category (Growth in premium spirits sales and value share). Visibility & Activation: Success of in-store/bar campaigns, measured through visibility and shopper engagement (Activation ROI and effectiveness). Conversion rate at point of purchase. Retail execution compliance. Shopper engagement metrics. Measurement & Evaluation (M&E): 100% compliance of M&E standards. Experience / skills required: Educated to university degree level or equivalent. Postgraduate qualifications an advantage Proven experience either within an FMCG organization within commercial or customer marketing A consistent track record in field sales & customer marketing experience, with demonstrated ability in planning and execution. A good understanding and strong capability to mentor others on customer marketing fundamentals & BTL (below the line) process. Excellence in terms of communication skills along with demonstrating outstanding partnership with internal and external collab . Key Skills & Competencies Shopper and consumer insight generation Commercial and category thinking Retail activation planning Stakeholder management Data-driven decision making Project management Strong communication and influencing skills Flexible Working Statement: Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to run your wellbeing and balance your priorities from day one. 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 help build and champion an inclusive culture. This culture celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, and attitudes. 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. If you require a reasonable adjustment, please ensure that you capture this information when you submit your application. Worker Type :Regular Primary Location:KBL Additional Locations : Job Posting Start Date : 2026-03-28 With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 29,000 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

Responsibilities

This key trade marketing role is responsible for developing and implementing in-store/bar programs for premium spirits, acting as the bridge between brand marketing and customer execution to drive physical availability and shopper insights. The individual will drive premiumization and conversion at the point of purchase by translating brand strategy into world-class shopper experiences across retail and on-trade environments.