Director, Astral (Fixed Term Contract)

Job Description

This is a 10 month project assignment for Director, Astral

Diageo is a global leader in beverage alcohol with an outstanding collection of over 200 brands in over 180 countries globally, including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness!

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!

Brand Description

Tequila is the fastest growing spirits category, and winning in tequila is one of our most important “Breakout Growth” areas in Diageo’s NAM strategy. Astral Tequila launched in Apr 2022 and plays a critical role in fulfilling that ambition. Astral Tequila is Diageo NAM’s “big bet” launch into the fast-growing super premium ($22-$39) segment of the Tequila category. The name Astral means “of the stars” and is made with 100% blue weber agave that has been nourished by the sun and stars. Our unique recipe includes the use of a tahona (an ancient milling process), and agave fibers (bagazo) during fermentation. This traditional, time-intensive process uses more of the agave plant resulting in an agave-forward tequila. Astral’s flavor profile brightens any cocktail with bursts of citrus and notes of agave. Our tequila is complex yet smooth with bright notes of citrus, clover honey, and white pepper with underlying agave and an abundance of tropical fruit. Sustainability and giving back to our community are also core to our brand - after distillation, the agave fibers are upcycled into adobe bricks which will be used to build homes for the local community. Astral Tequila is highly complimentary to our existing tequila portfolio as it is priced at $24.99, and is designed to win with our women tequila drinker. As we look to the future, Astral Tequila’s ambition is to become a 250k 9L case brand in 5 years. We are seeking an ambitious leader who will lead the growth agenda and fulfill the potential of Astral Tequila!

Profile

This is a Director (L4) position. This role is critical to setting the long-term vision for the brand while also delivering a big acceleration in short term performance. The individual will lead creative brand strategy, optimization and execution of a brand platform across the marketing mix and leading the strategy and execution of a robust media plan - digital first mentality is a requirement. Strong supply and commercial integration is also critical for this role, therefore ability to participate in S&OP processes, lead commercial needs and flex plans to the supply situation is critical. Commercial orientation and ability to work with market level commercial leaders to create integrated business plans to test growth drivers is critical. This person will play a key role within the organization, driving passion and focus around lthe growth agenda for Astral with internal and external partners while helping to set the course for sustained future growth.

We want an entrepreneurial, forward looking strategic problem solver with strong creative and cultural instincts; an experienced and thorough marketer with a bias toward action and experimentation; somebody with an insatiable curiosity about consumers and an ability to translate insights into detailed strategy and commercial execution. The individual needs to be an enthusiastic leader who can inspire followership and enrollment; a natural relationship builder at all levels; and a consistent track record of success. The type of person we are seeking is excited by the opportunity to build Astral Tequila into a successful brand with longevity in mind.

Key Outputs / Results

• Develop Long Term strategy and 5YP
• Partner closely with focus markets on regional integrated business planning approach to prove out growth drivers with intent to scale nationally
• Lead optimization of brand positioning and execution of ATL / integrated campaigns
• Lead optimization of proposition, potentially a pack redesign to improve COGS to support stronger gross margins/P&L.
• Implement annual Marketing Business Plan (MBP), enroll key partners and brief agencies to deliver activity plan
• Lead PR, culture and influencer / partnerships strategy.
• Lead media / connections planning in collaboration with central media team
• Drive agenda for annual and quarterly business reviews
• Participate in S&OP process and all matters related to supply and forecasting
• Inspire and coach team – direct reports, cross functional partners and external agency partners.

Experience

• MBA preferred; undergraduate degree required
• 10+ years marketing experience with track record of creating / implementing brand strategies and campaigns with tangible results
• Consumer goods experience preferred, three-tiered industries or alcohol beverage experience a plus. US experience preferred.
• Ability to demonstrate consumer insight and achieve creative excellence and effective marketing programs
• Strong commercial skill with ability to enroll and motivate a large, complex sales organization
• Highly flexible and demonstrates test and learn mentality and comfort with ongoing pivoting and optimizations.
• Ability to maintain positive outlook amidst challenges and effectively problem-solve and make decisions
• Ability to handle multiple projects effectively, prioritize and drive to action.
• Highly skilled relationship builder and influencer

Worker Type

Fixed Term Contract (Fixed Term)

Primary Location:

3WTC

Additional Locations :

Job Posting Start Date

2023-04-05

Salary Range

Minimum Salary:

$140805

Maximum Salary

$234675

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others. (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.) The salary range displayed is the salary range for the role’s primary location.