Shopper Marketing Manager, Club and Mass

Diageo

New York, NY

Full Time

Senior

110k-184k

1 day ago

Job Description

About the Role

With over 200 brands sold in nearly 180 countries, Diageo is the world's leading premium drinks company. The company values diversity, inclusion, innovation, and collaboration, offering a culture that supports testing new ideas and learning from them. The Marketing team at Diageo helps build and nurture some of the world's most loved brands by creating meaningful connections with consumers worldwide, underpinned by a deep understanding of consumer behaviors, trends, and technologies. The role of the Shopper Marketing Manager is part of this team, focusing on driving brand growth through impactful shopper marketing strategies in the Club and Mass channels.

Key Responsibilities

Lead the design, execution, and evaluation of shopper marketing campaigns—including in-store promotions, digital activations, and point-of-sale materials—that captivate consumers, drive shopper conversion, and energize retail partners.
Use shopper insights and data analytics to identify trends, understand shopper behavior, and inform programming strategies.
Oversee budget allocation for shopper marketing programs, ensuring efficient use of resources.
Create strong cross-category partnerships with a portfolio of brands.
Bring large-scale creative ideas to life across multiple touchpoints of the consumer journey.
Monitor and analyze the effectiveness of shopper marketing programs, providing regular reports and recommendations for optimization.
Stay updated on industry trends, competitor activities, and emerging technologies to keep strategies ahead of the curve.

Requirements

5+ years in shopper or trade marketing, ideally within spirits or CPG.
Bachelor's degree in Marketing, Business, or related field.
Proven success in leading shopper marketing campaigns and driving KPIs.
Strong data interpretation skills, with functional knowledge in Nielsen, IRI a plus.
Proficiency in Microsoft Office and familiarity with marketing analytics platforms.
Confident communicator with the ability to influence retailers and internal partners.
Self-starter who leads by example and takes ownership.
Creative and curious mindset, able to think big and stay ahead of trends.
Thrives in a fast-paced, multi-tasking environment and works well cross-functionally.

Nice to Have

Experience with Nielsen, IRI, or similar data analytics platforms.
Experience within the spirits or CPG industry.

Qualifications

Bachelor's degree in Marketing, Business, or related field.

Benefits & Perks

Eligible for additional rewards including annual incentive payment and stock awards.
Healthcare benefits, retirement benefits, short-term and long-term disability coverage.
Basic life insurance, wellness benefits, and industry-leading parental leave.
Support for flexible working arrangements.

Working at Diageo

Diageo values an inclusive culture that celebrates diversity in gender, ethnicity, ability, age, sexual orientation, social class, educational background, and experiences. The company fosters collaboration, innovation, and a supportive environment where employees are encouraged to test new ideas, learn, and grow. Diageo aims to be the most trusted and respected consumer products company, transforming its business and building brands for the next generation of celebrations worldwide.

Apply Now