- Driving growth through insight-led customer marketing strategies and flawless execution.
- Leading planning and activation across key channels, partnering closely with distributors and top-tier customers.
- Owning, managing, and delivering P&L results, with forecast across shipments, depletions, and A&P spends.
- Building and executing best-in-class in-store experiences and promotions across modern trade, general trade, and e-commerce.
- Collaborating with cross-functional teams in marketing, sales, supply chain, and finance to deliver seamless plans.
- Building and fostering a high-performance culture through coaching and regular business reviews.
📋 Key Responsibilities
- Customer & Channel Strategy:
- Lead joint business planning with key distributors and customers to unlock growth opportunities.
- Translate brand strategies into tailored customer and channel plans.
- Own end-to-end commercial outcomes, including P&L, shipments, depletions, and A&P investments.
- Shopper & Retail Execution:
- Develop best-in-class in-store experiences and promotions across modern trade, general trade, and e-commerce.
- Inspire and lead field teams to deliver high-quality execution.
- Monitor retail standards through trade visits and scorecard reviews.
- Business Planning & Forecasting:
- Build annual channel/customer growth plans aligned with commercial and brand strategies.
- Use data, shopper insights, and market intelligence to drive decision-making and refine plans.
- Cross-Functional Leadership:
- Collaborate closely with marketing, sales, supply chain, and finance to deliver seamless plans.
- Drive internal alignment and influence stakeholders across levels to support customer strategies.
- Capability & Team Development:
- Identify capability gaps and partner with HR and distributors to build commercial excellence.
- Foster a high-performance culture through coaching and regular business reviews.
🎯 Required Qualifications
- Education: Bachelor’s degree; MBA is a plus.
- Experience: 10+ years in customer/trade marketing, preferably in FMCG or retail.
- Required Skills:
- Proven track record in distributor/customer management and delivering commercial results.
- Strong understanding of Singapore’s trade landscape and shopper behavior.
- Excellent stakeholder management, influencing, and communication skills.
- Strong analytical, planning, and problem-solving capability.
- Comfortable with ambiguity, technology tools, and fast-paced environments.
💰 Compensation & Benefits
- Salary Range: Competitive, based on role, experience level, and location.
- Benefits: Flexible working arrangements, competitive rewards package, and an inclusive culture that celebrates diversity.
📌 Applicant Insights
🔍 Company Context
- Industry: Beverage Manufacturing.
- Company Size: 10,001+ employees.
- Founded: 1826 (as Guinness; Diageo was founded in 1997 through the merger of Guinness and Grand Metropolitan).
- Company Description: Diageo is a global leader in premium drinks, with over 200 brands sold in 180 countries. They are committed to celebrating life, every day, everywhere, and creating an inclusive culture where everyone feels valued and can belong.
- Company Specialties: Premium Drinks, Marketing, Innovation, Supply Chain, HR, Sales, Brand management, Premium Wines and Spirits Supplier, Luxury, Super premium, Beer, Consumer goods, E-commerce, beverages, spirits, FMCG, and brand owners.
📊 Role Analysis
- Career Level: Mid-level to senior, depending on experience.
- Reporting Structure: This role reports directly to the Marketing Director or a similar senior position.
- Work Arrangement: On-site, with flexibility for remote work as needed.
- Growth Opportunities: Potential career progression into senior marketing roles, regional management, or other leadership positions within the company.
🌍 Location & Work Environment
- Office Type: Modern, high-rise office in the Ocean Financial Centre.
- Office Location(s): Singapore.
- Geographic Context: Singapore is a multicultural hub with a thriving business ecosystem, offering a high quality of life and numerous entertainment options.
- Work Schedule: Standard full-time hours, with flexibility for remote work as needed.
💼 Interview & Application Insights
- Typical Process: Online application submission, phone or video screening, multiple on-site interviews, and a final presentation or assessment.
- Key Assessment Areas: Problem-solving, strategic thinking, cultural fit, and relevant industry knowledge.
- Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role.
- Prepare for behavioral interview questions that focus on your problem-solving skills, leadership style, and cultural fit.
- Research Diageo's brand portfolio and understand their marketing strategies to demonstrate your industry knowledge.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- CRM software (e.g., Salesforce, SAP CRM)
- Marketing automation tools (e.g., Marketo, HubSpot)
- Data visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello)
- Google Workspace (Gmail, Google Drive, Google Docs)
👔 Cultural Fit Considerations
- Company Values: Celebrate life, every day, everywhere; be bold, curious, and inclusive; and create an environment where everyone feels valued and can belong.
- Work Style: Collaborative, innovative, and data-driven, with a focus on delivering results and fostering a high-performance culture.
- Self-Assessment Questions:
- How do you align with Diageo's value of celebrating life, every day, everywhere?
- Describe a time when you had to manage a challenging stakeholder relationship and how you handled it.
- How do you approach coaching and developing team members to improve their performance?
⚠️ Potential Challenges
- The role requires managing a large portfolio of brands and customers, which can be challenging and time-consuming.
- The fast-paced nature of the role may require working flexible hours and responding to urgent issues.
- The competitive nature of the beverage industry may present challenges in maintaining market share and driving growth.
📈 Similar Roles Comparison
- This role is similar to other customer marketing manager positions in the FMCG or beverage industry, but it offers a unique opportunity to work with a global leader in premium drinks.
- The role requires a strong understanding of the Singapore trade landscape and shopper behavior, which may differ from other markets.
- Career progression opportunities may vary depending on the company's structure and growth plans.
📝 Sample Projects
- Developing and executing a successful in-store promotion for a new product launch.
- Managing a team of merchandisers to improve retail standards and drive sales growth.
- Collaborating with a distributor to optimize trade spend and improve brand visibility.
💡 Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does this role fit into the company's long-term growth plans?
- What are the biggest challenges facing the brand portfolio in the Singapore market, and how can this role address them?
- How does the company support the professional development of its marketing employees?
- What is the company's approach to diversity, equity, and inclusion, and how does this role contribute to those efforts?
📌 Next Steps for Applicants
To apply for this position:
1. Submit your application through the [provided link](https://diageo.wd3.myworkdayjobs.com/Diageo_Careers/job/Singapore-Singapore/Customer-Marketing-Manager-SG_JR1111056).
2. Tailor your resume and cover letter to highlight relevant skills and experiences for this role.
3. Prepare for behavioral interview questions that focus on your problem-solving skills, leadership style, and cultural fit.
4. Research Diageo's brand portfolio and understand their marketing strategies to demonstrate your industry knowledge.
5. Follow up with the hiring manager one week after submitting your application to express your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
