Commercial Planning & Activation Manager, Guinness

About the Role

Key Responsibilities

• Leads all aspects of commercial marketing and BTL planning, managing the appropriate budget share for trade marketing programs.
• Collaborates with brand/innovation, trade marketing, and sales teams to deliver brand activity on time and in full (OTIF).
• Provides critical input to commercial and brand reviews, leading course corrections when necessary.
• Owns and drives the activation planning process, ensuring impactful brand activations that support growth and consumer engagement.
• Acts as the commercial advisor for brand plans, ensuring commercial reality is integrated into brand and consumer strategies.
• Monitors and optimizes BTL marketing investments to meet annual targets and support the brand's long-term growth.

Requirements

• 5-7 years of CPG brand or commercial experience in a fast-paced, insight-driven environment.
• Experience with business planning, commercial strategy, and BTL creative skills.
• Comfort with change management and working with customers, ideally in the beverage alcohol sector.
• Knowledge of the 3-Tier RTM (Route-to-Market) is a significant advantage.
• Ability to lead and influence cross-functional teams across marketing, sales, and supply chain.

Nice to Have

• Experience with customer engagement in the beverage alcohol industry.
• Deep understanding of category and channel segment data, insights, and market trends.

Qualifications

• Relevant experience in consumer packaged goods (CPG) or similar environment.
• Experience in a matrixed organization with a focus on commercial strategy and shopper insights.

Benefits & Perks

• Salary range from $105,225 to $175,375.
• Eligibility for additional rewards including annual incentive payments and stock awards.
• Healthcare benefits, retirement benefits, disability coverage, life insurance, wellness benefits, and parental leave (varies by country).