Brand Manager AT Diageo
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Nairobi, Kenya
Job summary
Senior Brand Manager – White Cap at Diageo
About this role
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Role Summary
The Senior Brand Manager will be responsible for growing assigned brands, improving profitability and strengthening their long-term market value through well-planned and effectively executed marketing strategies. The role has overall ownership of the Marketing Business Plan (MBP), covering strategic planning, budgeting, implementation and performance evaluation.
Key Responsibilities
Marketing Business Plan Management
Develop and take full ownership of the annual Marketing Business Plan in line with overall business goals.
Establish brand growth objectives covering volume, revenue and market share.
Identify priority consumer segments and opportunities for brand expansion.
Manage and optimize Advertising & Promotion budgets to maximize returns.
Monitor, evaluate and report MBP performance against agreed KPIs.
Refine marketing strategies based on market performance, consumer insights and available data.
Brand Strategy & Development
Establish and maintain clear brand positioning and identity.
Develop strategies that strengthen long-term brand equity and competitive differentiation.
Manage the innovation pipeline, including new products, packaging formats and product variants.
Maintain consistent brand presentation and messaging across all consumer touchpoints.
Campaign Planning & Execution
Plan and deliver integrated marketing campaigns covering ATL, BTL and digital channels.
Work closely with creative agencies to guide campaign development and execution.
Create opportunities for meaningful consumer engagement through activations and brand experiences.
Ensure high-quality and consistent execution across all relevant channels.
Stakeholder & Cross-Functional Management
Partner with Sales teams to support effective trade execution.
Work with Finance on budget management, financial controls and return-on-investment analysis.
Coordinate with Supply Chain to support product availability and effective market execution.
Manage relationships with external creative, media and digital agencies.
Align internal teams and external partners around brand priorities, strategies and execution plans.
Lead through influence to achieve consistent execution in a highly competitive FMCG environment, including competition from AB InBev.
Performance & Business Ownership
Take accountability for campaign and brand performance against established KPIs.
Use data, market information and consumer insights to guide decisions.
Continuously evaluate results and optimize marketing activities to improve business outcomes.
Qualifications
Bachelor’s degree in Marketing, Business or a related discipline.
6–10 years of experience in FMCG or consumer marketing.
Demonstrated experience in brand management and marketing campaign execution.
Proven ability to manage marketing budgets and deliver measurable business results.
Skills & Competencies
Strong strategic planning and thinking abilities.
Good financial understanding and budget management skills.
Strong analytical capabilities and ability to interpret data effectively.
Ability to develop and apply consumer insights.
Excellent project coordination and stakeholder management skills.
Creative approach with a strong interest in innovation and brand development.