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UK: Regional Marketing Manager


Guinness is by far our largest brand in Africa accounting for over 30% of the Region’s Turnover & Profits. Moreover, in the last few years it has consistently delivered double-digit growth (+25% NSV F09 H1) and has a very aggressive growth agenda (including Innovation) going forward.

The Regional Brand Team creates both the brand’s strategy and key growth drivers working closely with the markets and the Guinness GBT. The brand has unearthed two very exciting Activation Platforms – KBB Advertising Campaign (Reach for Greatness) & English Premiership Football Programme – which are performing strongly but with plenty of scope to take them on to the next level.

The Guinness Regional Brand Team consists of one other Marketing Manager (heading up Football), two Senior Brand Managers and one Brand Manager. This role is responsible for driving the brand’s growth driver strategy, for assisting the markets in optimising their strategy & plans, for developing the brand’s KBB Comms and Media Planning Guidelines.

b) Market Complexity

Key to Diageo Africa’s success is its flexible business model. Diageo Africa operates 6 separate business units that range from 100% owned (Cameroon), PLCs in Nigeria, Kenya, Uganda, Seychelles, and Ghana, and Joint Ventures in South Africa, Reunion, Tanzania and Sierra Leone.¬†We also operate in other countries through 3rd party relationship.

The challenge of this role involves developing appropriate growth driver strategy that will deliver strong growth across a wide variety of markets & business dynamics:
> high market share & low market share

> Strong competitors & weak competitors
> businesses in which we are in Joint Ventures with key competitors in our other markets

More info here

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Sunday, January 21, 4:36 pm

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