📌 Core Information
🔹 Job Title: Senior Brand Manager
🔹 Company: Diageo
🔹 Location: Lagos HQ
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: July 15, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing marketing business plans for designated brands
- Driving brand market performance and managing advertising resources
- Collaborating with global brand teams to unlock growth opportunities
- Leading and nurturing high-performing teams to deliver results
ASSUMPTION: This role requires a strategic and visionary leader who can make bold choices to drive short and long-term growth.
📋 Key Responsibilities
✅ Develop and execute marketing business plans for designated brands, leading development and execution of strategic growth drivers to achieve desired outcomes
✅ Craft compelling brand and strategic narratives that energize consumers and the business
✅ Lead connections planning as a social native and commercial realist, delivering brand content and experiences in all the moments that matter
✅ Manage the development and distribution of the brand content to consistently engage with consumers in culture to build MDS
✅ Consistently execute plans that beat volume, NSV, and CAAP targets, leveraging understanding of the category, customer profitability, and competitive landscape to deploy activities that create value for customers and the brand
✅ Manage the brand’s P&L levers to grow profitability with optimal use of A&P
✅ Strong creative judgment when evaluating creative ideas and giving simple, effective feedback vs fit to brief
✅ Multi-channel execution: create great plans and distribute content to grow salience and drive reach, recency, impact, and reach among the target audience
✅ Pace and agility: knows what works for consumer and customer, and can guide others, to make the right marketing decisions at the right time
✅ Manages productive relationships with internal and external partners, including C&E, agencies, and influencers, to achieve cultural traction, brilliant creative outputs, and ROI
✅ Works with agencies to ensure optimal media mix; delivers effective and efficient media plans that drive impact, recency, and reach
ASSUMPTION: This role requires a strategic and visionary leader who can make bold choices to drive short and long-term growth.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5+ years of experience in marketing within the IPS and/or FMCG/Luxury goods categories
Required Skills:
- Proactively defines and communicates growth opportunities
- Consumer insight: actively seeks innovative methods to engage with consumers by delving deeper into their motivations and understanding their evolving needs
- Strategic planning: develops robust plans and briefs grounded in a comprehensive understanding of consumers and market dynamics, with a sharp focus on driving sustainable growth
- Creation and execution: leads the development and implementation of brand activities across Above-The-Line (ATL) and Below-The-Line (BTL) channels, ensuring adherence to minimum execution standards for an optimal consumer experience
- Monitoring and evaluation (M&E): guides the business in identifying and prioritizing impactful growth drivers while discontinuing less effective strategies, ensuring resource allocation is aligned with strategic objectives
Preferred Skills:
- Fluency in additional languages
- Experience working in multicultural teams
- Knowledge of the alcoholic beverages industry
ASSUMPTION: Candidates should have a proven track record in brand management, with a strong focus on strategic planning, consumer insight, and execution.
💰 Compensation & Benefits
Salary Range: The salary range for this role is typically between ₦25,000,000 - ₦35,000,000 per annum, depending on experience and qualifications. This is based on industry standards for senior brand management roles in Nigeria.
Benefits:
- Competitive benefits package
- Opportunities for professional development and growth
- Flexible working arrangements
Working Hours: Full-time (40 hours per week), with flexible working arrangements available
ASSUMPTION: The salary range provided is an estimate based on industry standards for senior brand management roles in Nigeria. Actual compensation may vary based on the candidate's qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing
Company Size: 10,001+ employees
Founded: Diageo was founded in 1997, following the merger of Guinness and Grand Metropolitan.
Company Description:
- Diageo is a global leader in premium drinks, with a portfolio of over 200 brands sold in 180 countries
- The company's portfolio includes spirits and beer, with a focus on premium and luxury brands
- Diageo is committed to sustainability and responsible drinking, with a goal to reduce the environmental impact of its operations by 50% by 2030
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
Company Website: diageo.com
ASSUMPTION: Diageo is a global leader in the alcoholic beverage market, with a strong focus on premium and luxury brands. The company is committed to sustainability and responsible drinking, with a goal to reduce the environmental impact of its operations by 50% by 2030.
📊 Role Analysis
Career Level: Senior
Reporting Structure: The Senior Brand Manager reports directly to the Marketing Director or a similar role within the organization.
Work Arrangement: This role is based on-site at the Lagos HQ, with flexible working arrangements available.
Growth Opportunities:
- Progression to a Marketing Director or similar role within the organization
- Expansion of responsibilities to oversee multiple brands or categories
- International assignments or secondments to other Diageo markets
ASSUMPTION: This role offers significant growth opportunities for the right candidate, with a clear path to progression within the organization.
🌍 Location & Work Environment
Office Type: Diageo's Lagos HQ is a modern, professional office environment.
Office Location(s): Lagos, Nigeria
Geographic Context:
- Lagos is the commercial hub of Nigeria, with a vibrant and diverse culture
- The city is known for its bustling nightlife, entertainment, and culinary scene
- Lagos is also a major economic and financial center in West Africa
Work Schedule: The work schedule for this role is typically Monday to Friday, with flexible working arrangements available.
ASSUMPTION: Lagos offers a dynamic and multicultural work environment, with a wide range of cultural and recreational activities available outside of work hours.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening
- In-depth interviews with the hiring manager and other stakeholders
- Final round interviews, potentially including a case study or presentation
- Background and reference checks
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Consumer insight and market understanding
- Leadership and team management skills
- Communication and presentation skills
- Cultural fit and alignment with Diageo's values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for behavioral and situational interview questions, focusing on your problem-solving skills and leadership experiences
- Research Diageo's brand portfolio and industry trends to demonstrate your knowledge and enthusiasm for the role
ATS Keywords: Brand Management, Marketing Strategy, Consumer Insight, Strategic Planning, Creative Judgment, Multi-Channel Execution, Performance Driven, Agility, Influencing, Resilience, External Focus, Talent Development, Collaboration, Market Analysis, P&L Management, Advertising
ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, consumer insight, leadership, and cultural fit.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Docs, Sheets, Slides)
- Marketing automation and analytics tools (e.g., Google Analytics, Adobe Analytics, Marketo)
- Social media management tools (e.g., Hootsuite, Buffer)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: The tools and technologies required for this role may vary depending on the specific brand or project the candidate is working on.
👔 Cultural Fit Considerations
Company Values:
- Be courageous in pursuing opportunities and challenging the status quo
- Focus on winning in the market, while acting responsibly and sustainably
- Celebrate diversity and inclusion, fostering a culture of belonging
- Collaborate and build strong relationships, both internally and externally
- Empower and inspire our people to be the best they can be
Work Style:
- Strategic and visionary, with a focus on driving long-term growth
- Commercially astute, with a deep understanding of the market and consumer trends
- Performance-driven, with a strong focus on delivering results and achieving targets
- Agile and adaptable, able to respond quickly to emerging threats and opportunities
- Collaborative and inclusive, with strong stakeholder management skills
Self-Assessment Questions:
- How do you navigate a matrix organization and build brilliant relationships internally and externally?
- How do you balance short-term performance targets with long-term strategic goals?
- How do you ensure that your marketing strategies are culturally relevant and resonate with consumers?
ASSUMPTION: Diageo values candidates who are strategic, commercially astute, performance-driven, agile, and collaborative, with a strong focus on delivering results and achieving targets.
⚠️ Potential Challenges
- Managing multiple stakeholders and competing priorities
- Balancing short-term performance targets with long-term strategic goals
- Navigating a complex and evolving market landscape
- Adapting to changes in consumer behavior and preferences
- Working in a matrix organization with multiple reporting lines
ASSUMPTION: The challenges associated with this role may include managing multiple stakeholders, balancing short-term targets with long-term goals, and navigating a complex and evolving market landscape.
📈 Similar Roles Comparison
- This role is similar to other senior brand management positions in the FMCG and luxury goods industries
- However, Diageo's focus on premium and luxury brands may require a higher level of strategic thinking and market insight
- Compared to other senior brand management roles, this position may offer more international exposure and growth opportunities
ASSUMPTION: This role is similar to other senior brand management positions in the FMCG and luxury goods industries, but may require a higher level of strategic thinking and market insight due to Diageo's focus on premium and luxury brands.
📝 Sample Projects
- Developing and executing a marketing business plan for a new product launch
- Managing a brand's advertising and promotion resources to drive effective and efficient use of media spend
- Collaborating with the Shopper Marketing team to ensure BTL spend efficiency
- Working with global brand teams to develop key platforms that serve the market's needs
ASSUMPTION: The sample projects listed are representative of the types of initiatives a Senior Brand Manager at Diageo might work on, but the specific projects may vary depending on the brand or category the candidate is assigned to.
❓ Key Questions to Ask During Interview
- How does the company support the growth and development of its brand managers?
- What are the key priorities for this role in the first 90 days?
- How does the company measure the success of its brand managers?
- What are the most challenging aspects of this role, and how can I best prepare for them?
- How does the company foster a culture of innovation and continuous improvement?
ASSUMPTION: Asking these questions during the interview will help you better understand the role, the company culture, and the expectations for success in this position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for behavioral and situational interview questions, focusing on your problem-solving skills and leadership experiences
- Research Diageo's brand portfolio and industry trends to demonstrate your knowledge and enthusiasm for the role
- Follow up with the hiring manager one week after your interview to express your continued interest in the position
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
