Head of Cmo Chile

hace 3 semanas

Santiago de Chile Diageo A tiempo completo

Job Description:
The Head of Customer Marketing Chile works with Diageo Marketing, Diageo Sales and Distributors to identify brand and category opportunities, developing, managing and executing the commercial calendar and activation plan, ensuring its completion within the Cycle Planning and Briefing process and drives evaluation/learning back into the wider business. Incumbent leads the development of the Market Channel Strategy, and Category/Portfolio Strategy working with Commercial Finance, Category Development, Marketing and the Sales Leadership Team - and ensures it is reflected in the Activity Plans. The incumbent of the role will guide CMO, Growth, Sales, Marketing and Innovation Teams to manage A&P and Trade Investment budgets and right size investment programs understanding how to optimize promotional tactics across brand portfolio to ensure delivery of targets. Ensures Sales and Distributor Teams are fully equipped with tools and support materials to drive brilliant execution “On Time In Full” with customers within channels, setting channel specific brand and category execution guidelines and standards.

Decision Making:

- Supports and influences decision making on the annual strategy (trade / channel / category and game planning) and the related investment and execution plan in key countries.
- Lead Commercial Standards implementation in Chile.
- Lead decision making on the execution of the commercial calendar and activity plan, ensuring its completion with the Cycle Process (Reserve, Innovation, Brand and Category Initiatives), by channel and what customer propositions will be implemented to unlock growth, working closely with Marketing, Commercial Managers, CP&A, and Distributor Partners.
- Decides the performance KPIs to track and make sure all countries comply with Execution Scorecards (Cycle brief & Essentials 365) to report in a timely manner.
- Decides all BTL adaptations for all key activities with the recommendation of CP&A and input of Marketing and Shopper Marketing.
- Key decision maker in S&OP process.
- Decide which RGM strategies and levers should be prioritized by each market according to the specific market climate description.
- Decide the right channel development strategy to optimize RGM levers to deliver sustainable and profitable growth.
- Decide how to deploy Chile structural price strategy and architecture, as part of Annual CAP (Customer Annual Planning) process.
- Recommending Pricing Scenarios and Impact assessment to consistently drive headline pricing interventions.

Financial Responsibility:

- Own and track Chile A&P BTL and Trade investment to maximize the different opportunities
- Manage CMO team T&E budget and adhere to all related policies, not exceeding assigned budget.

Leadership Responsibility:

- The role reports to the Commercial Country Manager Chile.
- The role has 8 direct reports.
- As the functional leader in Chile, he / she has to also coach, mentor and build capabilities within CMO team and across Chile.
- The incumbent needs to influence commercial teams and marketing teams internally and externally with key distributor personnel to focus on building a sell-out organization with passion.
- Great relationship builder with different stakeholders internally and externally. He/she will be exposed to demanding senior leaders and thus needs to show confidence and drive results at all levels.

Key Outputs/Deliverables:

- Responsible for ensuring the organization is equipped with business information to deliver flawless Planning and Execution through efficient cycle planning & briefing process.
- Provide channel and outlet segment understanding, shopper/consumer-based insights and knowledge into JUBP process from category strategy to activity plan.
- Leads the flawless execution of Cycle Planning & Briefing process and holds CP&A accountable for complying with it step by step to deliver each activity OTIF.
- Drive pricing and promotional effectiveness in a compliant way in all channels, collecting pricing and promotional roadmap data, use of standard tools and analytics to measure performance against agreed upon objectives.
- Monitor pricing and promotional calendar execution to identify price and promo opportunities.
- Provides direction to the organization on TBA growth drivers and relevance for category and channel
- Monitors and evaluates in-store execution compliance against well-defined Execution Scorecard metrics and ensures corrective actions are taken by commercial teams to improve performance.
- Monitor M&E on activities and drive promotional effectiveness (ROI) and forecasting accuracy of promotional volume.
- Leads the customer marketing capability building agenda to drive shopper / occasions and customer centricity in the organization to continuously raise the bar in brilliant execution standards.
- Build excellent capabilities to invest our promotional budget in the right brands, in the right channel and in the right promotional mechan

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