Job Description:
Name of the role: Commercial Planning Manager, Costa Rica
Location: San José, Costa Rica
Type of contract: Permanent
About Diageo:
Celebrating our inclusive and diverse culture is core to Diageo's purpose of "celebrating life every day everywhere". This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity. We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.
Purpose of the role:
The CP Manager works with Diageo Customer Marketing, Diageo Marketing, Diageo Sales, leading the of the commercial calendar and activation plan ensuring alignment with strategies and completion within the Cycle Planning and Briefing process and drives evaluation/learnings back into the wider business.
Incumbent collaborates and provides input on the development of the Market Channel Strategy, and Category/Portfolio Strategy working with Customer Marketing, Growth Team, Marketing and the Sales Leadership Team - and ensures it is reflected in the market Activity Plans.
The incumbent of the role will also act as key interface between CMO, Finance, Marketing and Innovation Teams, plans and lead BTL A&P and executional trade investment, understanding on right size investment programs to optimize promotional tactics across brand portfolio to ensure targets delivery.
Market Context:
- 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 lead 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.
About the role:
Decision Making:
- Leads decision making on the planning of the commercial/ activity calendar and ensures alignment with strategies to unlock growth, working closely with Marketing, Commercial Managers, Customer Marketing and Growth Team.- c, ensuring right optimization of investment and prioritization of execution, and drivers findings and insights into the wider business.
Financial Responsibility:
- Plans and handles BTL A&P and plans executional trade investment behind activity calendar, optimizes promotional tactics and spend across the portfolio working in conjunction with CMO, Sales, Marketing, Finance, and Innovation teams.- Handle own T&E operating budget and is expected to adhere to all related policies, and to not exceed its assigned budget.- Leads measure and evaluation process for the market, with Input from Activation Executive to ensure the right level of investment to improve Rvalueof promotional activities.- Drives deep understanding of activation results and efficiency, responsible to prepares Pre-Evaluations of activity plans and leads Post Evaluations &gathers findings from activations in order to ensure the right investment to improve Rvalue while 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 establish relationships with Diageo internal & external stake holders.- Great relationship builder with different collaborators across teams (Sales, Customer Marketing, Growth, Finance) working closely to build market business plans.
Key Outputs/Deliverables:
- Responsible for ensuring the organization is equipped with business information to delivery flawless Planning through efficient cycle planning & briefing process.- Leads activity selection sessions, planning conversations and activity plans / cycle brief sign off´s. Ensures that all activity and A&P is accurately planned and uploaded in planning tool (ADAPT).- Monitors and supervises A&P and executional trade spend for each project/platform, delivers M&E on activities with input from Activation Executive and drives promotional efficiency (value) and forecasting accuracy of promotional volume.- Prepares and keep M&E Tracker updated according to M&E policy and ensures full compliance with CARM and Diageo Code of Conduct.- Leads M4M planning (BTL A&P and Executional Trade Investment), consolidates input from all areas (Growth, Sales, Marketing) presents, follows up for approval and ensurin