- Job Title: State Customer Marketing Executive - Retail
- Company: Diageo
- Location: Dehradun, Uttarakhand, India
- Job Type: Full-time, On-site
- Category: Marketing
- Date Posted: April 21, 2025
- Experience Level: 3 to 6 years
π Job Overview
Key aspects of this role include:
- Managing outlet activities and ensuring brand visibility
- Executing promotional strategies and coordinating with sales teams
- Overseeing budget management and providing training to third-party execution teams
- Collaborating with regional marketing teams and sales teams for improvement and growth
ASSUMPTION: This role requires a strong understanding of consumer behavior, brand management, and promotional activities. Candidates should be comfortable working with cross-functional teams and have experience in managing budgets and providing training.
π Key Responsibilities
- Outlet Management:
- Conduct market recce with the sales team to evaluate and finalize outlets
- Ensure installations and maintenance of signage elements and upkeep of vendor outlets
- Finalize beat plans for outlet mapping and deployment of promotional elements
- Prepare and supervise contracts for rental outlets and get approval through the legal team
- Plan and execute POSMs, display units, and shelf shares for branding and merchandising
- Brand Communication and Visibility:
- Help develop brand communication options at various channels as per brand imperatives
- Coordinate with vendors to oversee execution of signage in the state
- Execute agreed visibility strategy and track and monitor visibility execution
- Use outlets as media vehicles to drive seamless route to consumer effectiveness
- Budget Management:
- Coordinate with manpower agencies for various activities
- Ensure accurate spend of budgets at the state level
- Analytics:
- Monitor and report performance to the Customer Marketing Manager
- Provide feedback to regional marketing teams and sales teams for improvement
- Training:
- Responsible for training and development of third-party execution force through on-the-job training and scheduled training calendars
- Induct and train promoters as per incentive schemes
- Ensure sales teams are aligned to marketing activities and standards through regular communication and formal meetings
ASSUMPTION: This role involves a high level of coordination and communication with various teams and vendors. Strong organizational skills and attention to detail are crucial for success in this position.
π― Required Qualifications
- Education: Bachelor's degree in Marketing, Business, or a related field
- Experience: 3 to 6 years of relevant experience in marketing, with a focus on consumer behavior and brand management
- Required Skills:
- Outlet management
- Brand communication
- Budget management
- Analytics
- Training and development
- Consumer planning
- Market research
- Promotional activities
- Visibility strategy
- Contract management
- Documentation
- Performance monitoring
- Team coordination
- Diversity and inclusion
- Consumer engagement
- Sales alignment
- Preferred Skills:
- Experience in the beverage industry
- Proficiency in data analysis tools
- Fluency in local languages (Hindi, Punjabi, etc.)
ASSUMPTION: Candidates with experience in the beverage industry or related fields may have a competitive advantage. Proficiency in local languages can also be beneficial for effective communication with local teams and consumers.
π° Compensation & Benefits
- Salary Range: INR 8-12 lakhs per annum (Estimated based on industry standards for similar roles and experience levels)
- Benefits:
- Competitive health and wellness benefits
- Retirement savings plan
- Employee discounts on Diageo products
- Learning and development opportunities
- Working Hours: Full-time, Monday to Friday, with occasional weekend work as required
ASSUMPTION: The salary range is estimated based on industry standards for similar roles and experience levels in the beverage industry. Actual compensation may vary based on individual qualifications and company policy.
π Applicant Insights
π Company Context
- Industry: Beverage Manufacturing
- Company Size: 10,001+ employees
- Founded: 1826 (as Guinness Brewery, now part of Diageo)
- Company Description: Diageo is a global leader in premium drinks, with a portfolio of over 200 brands sold in 180 countries. The company is committed to raising the bar in the alcoholic beverage market and is mindful of its impact on people and the planet.
- 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
π Role Analysis
- Career Level: Mid-level marketing role with opportunities for growth and development
- Reporting Structure: Reports directly to the Customer Marketing Manager
- Work Arrangement: On-site, full-time position with occasional weekend work as required
- Growth Opportunities:
- Opportunities to work on high-profile brands and campaigns
- Exposure to cross-functional teams and stakeholders
- Potential for career progression within the marketing function or broader organization
ASSUMPTION: This role offers significant growth opportunities for candidates looking to develop their marketing careers in the beverage industry.
π Location & Work Environment
- Office Type: On-site, with a hybrid work arrangement available for eligible roles
- Office Location(s): Dehradun, Uttarakhand, India
- Geographic Context:
- Dehradun is a city in the Indian state of Uttarakhand, located in the foothills of the Himalayas
- The city has a humid subtropical climate, with warm summers and cool winters
- Dehradun is well-connected by air, rail, and road, with the Jolly Grant Airport serving the city
- Work Schedule: Full-time, Monday to Friday, with occasional weekend work as required
ASSUMPTION: Candidates should be comfortable working in an on-site environment and be prepared to travel as needed for market recce and other activities.
πΌ Interview & Application Insights
- Typical Process:
1. Online application submission
2. Phone or video screening
3. In-depth behavioral and technical interviews
4. Final round with the hiring manager
- Key Assessment Areas:
- Marketing and brand management skills
- Budget management and analytics skills
- Communication and interpersonal skills
- Problem-solving and decision-making skills
- Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Be prepared to discuss your experience with outlet management, brand communication, and promotional activities
- Research Diageo and the beverage industry to demonstrate your understanding of the business and market trends
ASSUMPTION: The interview process is designed to assess candidates' marketing and brand management skills, as well as their ability to work effectively in a team environment.
π οΈ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- CRM software (e.g., Salesforce, Zoho CRM)
- Marketing automation tools (e.g., Marketo, HubSpot)
- Data analysis tools (e.g., Google Analytics, Tableau)
ASSUMPTION: Candidates should be comfortable using Microsoft Office Suite and CRM software. Familiarity with marketing automation tools and data analysis tools is a plus.
π Cultural Fit Considerations
- Company Values: Diageo's values include being courageous, passionate, and inclusive. The company encourages its employees to be bold, creative, and open to new ideas.
- Work Style: Diageo fosters a collaborative and inclusive work environment, with a focus on teamwork and cross-functional collaboration. The company values diversity and encourages employees to bring their unique perspectives to the table.
- Self-Assessment Questions:
- How do you align with Diageo's values of being courageous, passionate, and inclusive?
- How do you approach working in a team environment, and how do you handle conflicts or disagreements?
- How do you stay up-to-date with industry trends and consumer behavior in the beverage industry?
ASSUMPTION: Candidates should be comfortable working in a collaborative and inclusive environment, with a focus on teamwork and cross-functional collaboration. Strong communication and interpersonal skills are essential for success in this role.
β οΈ Potential Challenges
- Role-Specific Challenges:
- Managing a large number of outlets and vendors
- Ensuring consistent brand visibility and compliance with brand guidelines
- Coordinating with multiple teams and stakeholders
- Company/Industry-Specific Challenges:
- Navigating a large, global organization with diverse brands and teams
- Staying up-to-date with industry trends and consumer behavior in the beverage industry
- Work Arrangement-Specific Challenges:
- Occasional weekend work as required
- Potential for travel as needed for market recce and other activities
ASSUMPTION: Candidates should be comfortable working in a dynamic and fast-paced environment, with a high degree of autonomy and responsibility.
π Similar Roles Comparison
- How this role differs from related positions:
- This role focuses on state-level customer marketing for retail outlets, while similar roles may focus on specific brands, channels, or regions
- This role requires experience in outlet management and promotional activities, while similar roles may focus more on brand management or consumer insights
- Industry-specific context:
- The beverage industry is highly competitive, with a focus on innovation and consumer engagement
- Successful candidates should have a strong understanding of consumer behavior and brand management in the beverage industry
- Career path comparison:
- This role offers opportunities for growth and development within the marketing function or broader organization
- Candidates can progress to senior marketing roles, brand management roles, or other leadership positions within the company
ASSUMPTION: Candidates should research the beverage industry and Diageo's portfolio of brands to gain a better understanding of the market and the company's competitive position.
π Sample Projects
- Developing and executing a promotional campaign for a new product launch in the state
- Conducting a market analysis to identify opportunities for brand visibility and growth in key regions
- Collaborating with the sales team to optimize outlet management and improve sales performance
ASSUMPTION: Candidates should be prepared to discuss their experience with similar projects and how they contributed to the success of the initiative.
β Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30-60-90 days?
- How does this role fit into the broader marketing strategy for the company and the brand?
- What are the most challenging aspects of this role, and how can I best prepare for them?
- What opportunities are there for growth and development within the marketing function or broader organization?
- How does Diageo support work-life balance for its employees?
ASSUMPTION: Candidates should prepare thoughtful and insightful questions to demonstrate their interest in the role and the company.
π Next Steps for Applicants
- To apply for this position:
- Submit your application through the [link](https://diageo.wd3.myworkdayjobs.com/Diageo_Careers/job/Dehradun-India/State-customer-marketing-Executive---Retail_JR1112134-1)
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Prepare for the interview by researching Diageo, the beverage industry, and the role's key responsibilities
- Follow up with the hiring manager within one week of the interview to express your interest in the role
β οΈ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
