Marketing Director MENA

Job DescriptionJob Title: Marketing Director MENALocation: DubaiAbout UsFrom Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing has changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy and reward them with the career-defining opportunities that they deserve.Our ambition is to build the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need world’s very best people.ScopeMENA is a key growth market for Diageo, offering immense potential in our priority areas of tourism, luxury spirits and non-alcoholic beverage offerings. We are proud of the amazing results we have built in the region over the recent past, including but not limited to our leadership in Scotch with the icon that is Johnnie Walker. More recently, we have been bringing Tequila to life in a new way, with a special focus on luxury celebrations.MENA delivers value to Diageo via distributors in 11 markets and 2 dry markets.The Marketing Director MENA is a key member of the leadership team reporting directly into the MD MENA. This highly strategic role will be responsible for driving market share, consumer recognition and brand value in our markets via world class consumer planning, media, culture, brand management and digital marketing across all categories. The role leads and inspires an international team of employees, and the Marketing leadership of our distributors around MENA ambition to create a triple win for our Consumers, our Distributors and Diageo.About The RolePurpose of the roleThe role is central to the companies’ new vision for the MENA region. You will lead the brand agenda accelerating value growth, global best brand practice and client experiences.It is a highly strategic role that will be responsible for driving market share, consumer recognition and brand value on our markets via world class consumer planning, media, culture, brand management and digital marketing across all categories.They will deliver a vastly enhanced non-alcohol position in line with its priority position and ensuring connectivity with the alcohol brands to maintain consumer consistency in terms of messaging and brand look and feel.You will lead and inspire an international team of employees, and the Marketing leadership of our distributors around the MENA ambition to create triple win for our Consumers, our Distributors and Diageo. Whilst in Lebanon providing a distributor / principle role to host MH brandsMarket / Function ComplexityThe region compromises of 11 separate countries and operates across multiple market types and standards with a high degree of complexity & sensitivity.The region contains, monopoly, duopoly, restricted and open markets. The region also contains both dry and sanctioned markets.The region varies drastically from a consumer wealth perspective and ranges from developing to some of the fastest growing HNWI/UHNWI’s countries in the Gulf.The role also plans to explore local production/bottling.Leadership ResponsibilitiesP&L AccountabilityMonitors and influences brand performance to ensure it meets category Annual Operating Plan (AOP) NSV, %GM, CAAP, %CAAP, Price/mix for MENAGrow value share.Develop and deployment of marketing plans for MENA markets that help build brand equity, grow market share and deliver balanced profitable growth.Anticipates and handles upsides and risks to ensure achievement of business targets.LeadershipLeads a full category team in an engaging way to create a successful team, who are inspired to take entrepreneurial risks, encouraged to continuously learn, and develop themselves.Able to build trust and respect through open and honest relationships with their teams and across the business. Develops agile and high performing marketing professionals and future marketing leaders by to unlock performance and growth, in an inclusive environment where everyone can be at their best.Take bold bets on talent underpinned by thorough talent assessment and strong personal development plans and coaching for their teams.Leads change internally and with the distributor teams to realize our strategic brand ambition.Consumer UnderstandingWorks with internal, partner and external sources to understand our markets and consumer preferences and developments (market, brands, competition, media reach & mix).Works with their consumer and shopper planning team to see through category, consumer, and trends to demonstrate strategic idea creation as well as measure effectiveness of the marketing plans.Conducts regular market analysis to understand implications for categories/brands.Applies market competitive information to develop an action plan to strengthen brand position.Category & Portfolio strategic developmentDefine brand strategy to drive performance and sustainable competitive advantage translated into a strong set of growth drivers and marketing assets.For global brands, especially Reserve, work in partnership with global brand teams to ensure the right growth drivers and marketing assets are in place for the market and agree adaptation where required to accommodate local nuances.Ensures key consumer & customer needs are at the core of all key critical initiatives translated into a strong set of growth drivers and marketing assets.Ensure the right innovation pipeline developed and deployed in collaboration with Europe Innovation team.Digital and MediaSupporting the development and deployment of category development and channel activation plans in partnership with the Revenue and Category Growth team.Working with brand teams and media agencies to run and execute the highly interconnected eco system of all media channels. Building and maintaining relationships with media organizations across the full range of media channels, content agencies, influencer advocacy groups.Catalyst for a new form of creativity ideas developed with a connections' plan in mind, using data as a starting point; fast and interactive driven by Data Leverage data to drive increased consumer insight and facilitate better decision making and real time optimization.Leading the overall cultural calendar and our participation in social to ensure our brands show up in culture (TV, movies, fashion, sport) by building relationships with key publishers, spotting opportunities, making deals.About YouA bachelor’s degree is a minimum requirement.A post graduate qualification would be preferential, (e.g., an MBA).Minimum of 10 - 15 years international experience gained in FMCG blue chip organization It is critical that the candidate has experience of this incredibly diverse region and can demonstrate a deep understanding of the regional complexities from both a cultural and legal perspective.You have led multi-market teams and is a proven communicator to both inspire and unite the team behind the new regional vision as well as promote the region internally within the organisation.They will lead the team in creating bold category & brand plans that will super charge the growth of Diageo across the MENA region. An experience in premium, super premium, and luxury alcohol categories is a requirement and the candidate should provide multiple examples of success in this space. They will need to demonstrate a background in finding meaningful consumer insights, and to have developed/implemented category/brand strategies, innovation plans and brand activation plans to drive market share and profitable growth.You should be digital marketing savvy, (especially social media), and understand the regional legalities, sensitivities, and opportunities to ensure an elevated digital brand presence.You should have a proven track record in managing third party distributor partners with multiple case studies to support the successful management of the same in terms of delivering a brand agenda through in market distributors.The candidate will need to build close working partnerships with Global Brand teams and will ideally have proven experience in driving global standard process.The candidate should have a clear commercial foresight both in terms of a proven track record in holding marketing roles with P&L responsibility but also in delivering great value for money by way of return in group profitability as well as brand equity.BenefitsUnique Family Leave opportunityOpportunity to work across market and culturesYou will deal with world class brand portfolioAdditional benefits such as housing allowance, school fee reimbursement, car/ transport allowanceProduct Allowance to purchase company productsFlexibility This is key to success in our business and many of our staff work flexibly in many different ways, including part-time and compressed hours. Please talk to us about what flexibility means to you and don't let anything stop you from applying.Diversity statementCelebrating 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.Worker TypeRegularPrimary Location:DubaiAdditional Locations :Job Posting Start Date2024-03-27