Job Description :

Purpose:

The Activation Executive supports the Commercial Manager and Customer Planning Manager on the execution of the activation calendar and commercial plan, ensuring its completion within the Cycle Planning and Briefing process and supports evaluation/learning back into the wider business.

The Activation Executive supports the Activation Manager in delivering to the Field Sales, Account Management and Distributor Teams the tools and support materials to drive brilliant execution within the channel/customers, and in setting channel specific brand and category execution guidelines. The role also tracks and evaluates channel in-store execution against well-defined scorecard metrics, ensuring we deliver on time every time to our customers.

Market Context:

The Caribbean and Central America (CCA) market is a Diageo business unit that generates approx.$350m NSV. CCA is the most profitable market in LAC both in terms of absolute operating profit and margin. 90% of our NSV is USD invoiced.

CCA is a very dynamic market with many opportunities. Our geographical footprint covers 37 countries, where different languages are spoken and we have a population of 80m, 52m of whom are LDA+. Our model is a distributor based RTC with over 40 partners. We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology center and principal warehousing operations.

The Scotch category accounts for approx. 70% of Total NSV, predominantly playing in the Premium and Super Premium segments; Diageo share of market in Scotch varies from 45% to 75% across the region – making us the number one player.

Dominican Republic is a market set up for growth as it has had the highest 10yr GDP CAGR growth in the LAC region, combined with the strongest GDP growth expectation towards 2030.

Dominican Republic is a market of approximately $120m NSV and expected to grow to $200m.

Decision Making:

Supports analysis to improve ROI of promotional activities and close volume gaps in order to meet channel business targets, engaging all relevant parties to deliver our business plan.

As the coordinator and responsible of all in-store executions for the respective channel (owning the store back planning execution approach), the activation executive recommends changes and interventions to ensure activation plans are achieved On Time in Full in an efficient and effective way.

Develop pragmatic solutions that overcome operational barriers at the POS.

Financial Responsibility:

Supports Activation Manager ensuring total A&P and Trade Spend budgets are met according to plans in conjunction with Finance, Marketing and Innovation teams.

Responsible for day-to-day A&P & Trade Spend tracking and identifying efficiencies from execution. 

Manages own T&E.

Projects and manages 3rd parties (POS Sourcing, BTL Agencies, Logistic providers, E-Commerce partners), working closely with the Commercial Manager / Market Manager, Procurement and Distributor partners to ensure we are optimizing investment and driving out costs.

Deep understanding of activation results and effectiveness, provides Input on Pre-Evaluations and responsible for Post Evaluations to target the right investment to improve ROI whilst delivering for our consumers, shoppers and customers.
 

Leadership Responsibility :

The role does not have direct reports but needs to work closely and be able to influence and build relationships with distributor partners, external agencies and Diageo internal & external stake holders.

The incumbent supports Activation Manager with the orchestration of the execution of commercial & activity plans, tailors the delivery to our customers and gives the sales force the tools to execute it.
 

Key Outputs/Deliverables :

Supports CP Manager providing input into the planning process.

Responsible to deliver flawless execution of cycle brief activities and commercial calendar and leads weekly executional meetings with distributors and execution agency.

Tracks channel in-store execution compliance with cycle activity plans and promotional plans (Brands and category plans) against well-defined Execution Scorecard metrics (distribution, visibility, SOM, SOV, share of shelf, Scale).

Tracks A&P and Trade Spend highlighting its evolution to CP Manager, work closely with distributor on the budget execution and follows up on claims process to ensure alignment with assigned budget and prepares claims letters with approval from Market Manager / Commercial Manager.

Provides input to CP Manager for Pre-M&Es and responsible for preparing Post M&E’s for all activities within the timeline defined in the M&E Policy.

Ensures delivery of brilliant execution of the Innovation Pipeline

Coordinates special packs and creates/executes in-store/outlet visibility solutions and support materials to drive brilliant execution in the PoS, focusing on channel needs and execution guidelines.

Performs regular trade visits to identify opportunities and provide solutions to drive incremental sales.

Ensures full compliance with CARM and Diageo Code of Conduct and DMC. 

Performs other related duties as assigned.

Qualifications and Experience Required

Bachelor’s Degree required in Business or related field.

English and Spanish required.

Minimum 2 years of experience in sales and / or customer marketing / trade marketing areas (especially in colmados) with specific experience of distributor-based businesses.

Understanding about how the total sales organization operates and how to drive its effectiveness.

Ability to build relationships and work collaboratively internally and externally with good influencing and negotiation skills.

Ability to work around and within a variety of different market conditions and demographic factors.

Strong analytical, presentation and project management skills.

Proactive, self-motivated, tenacious with commercial drive and commercial curiosity.

Excellent knowledge of Microsoft PowerPoint and Excel.

Flexible working options

This role requires a strong presence in “Field” with extensive and regular trade visits within the channel.

This role requires traveling locally within the country or across markets (estimated 20%) and effective usage of virtual communication channels rather than face-to-face meetings with the rest of the CCA organization.

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.

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 new heights 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.

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