Consumer Planning Manager at Diageo

Context/Scope:


East African Breweries Limited (EABL) is committed to establishing itself as the world's best performing, most trusted, and most respected consumer products company. Central to this ambition—and deeply embedded in our values—is an unwavering focus on our consumers and customers. This passion underpins our performance goals across every market in which we operate.
As Consumer Planners at EABL, our purpose is to lead the total business with ideas and insights that drive growth. Our stakeholders expect us to consistently apply our distinctive capability to guide the organization in making strategic, commercially astute, and evidence-based decisions—responsive to the evolving realities of our consumers' and customers' lives.
Our function is grounded in a philosophy of Planning that extends well beyond traditional research. We have built an industry-recognized reputation for thought leadership, shaping brand-building strategies and influencing the way marketing is executed across EABL.
We are dedicated to attracting exceptional leaders and inspiring them to do the best work of their careers. Within the Consumer Planning community, we are committed to investing in our people—through capability building, coaching, and cultivating strong relationships internally, across functions, and with our agency partners.


Dimensions:


The role of Consumer Planning manager involve consumer, market and innovation insights that inspire big, strategic & scalable ideas that drives sustainable growth in EABL -Kenya


Financial:


Manage consumer planning full year budget


Market Complexity:


Kenya (East Africa Assignments)


Role Responsibilities:


Externally curious
Shows an interest in others' drivers and motivators
Encourages thoughtful risk taking
Looks for opportunities for themselves and others to learn
Reads the situation and uses breadth of influencing and interpersonal styles get the best out of them
Amplifies EABL's purpose through their own actions
Develops ambitious plans and brings clarity to others
Proactive at engaging immediate stakeholders regularly, purposefully and without constant prompt
Brings data into discussions in a relevant and insightful way. Is able to make clear recommendations based on the information
Tries new ways and challenges complacency
Is creative in solving problems


Accountabilities:


Identify and articulate strategic opportunities for growth across brands, categories, and markets.
Synthesize insights from diverse quantitative and qualitative data sources, connecting them in meaningful and actionable ways.
Uncover deep consumer insights and translate them into implications that drive innovation and growth.
Leverage measurement and evaluation findings to enhance the productivity of advertising and promotional investments in innovation.
Prioritize resources rigorously, focusing on high-impact activities that deliver maximum value to the business, while delegating or discontinuing lower-value tasks.
Influence business decisions effectively, ensuring they are grounded in consumer and shopper insights and aligned with commercial objectives.
Challenge and inspire the organization by introducing consumer- and shopper-led provocations that drive meaningful change.
Maintain external vigilance on cultural trends, market dynamics, and emerging forces to anticipate factors that may enable or constrain growth.
Lead the Kenya planning team in identifying and pursuing innovative opportunities to accelerate recruitment across the total beverage alcohol portfolio.
Enhance marketing investment effectiveness by embedding a culture of learning and applying world-class systems, tools, and capabilities.
Build exceptional talent and capability within the Kenya team to secure the next generation of planning leadership, fostering individual and collective growth and creating sustainable long-term career paths at EABL.


Experience / skills required


Bold, influential leader who are inspired by proactively shaping the business and future trends
Deeply curious about consumers, shoppers, innovation, our brands and markets
Immersed in culture and obsessive about harnessing it
Innovative and creative but also intellectually rigorous in the thinking - a master of both the art and the science of Planning
Truly collaborative, a key team player but an objective voice of reason
An industry thought leader and agitator
Extensive and proven experience in multi-market, complex environments.
Insatiable curiosity for understanding consumers and the world they exist in, with evidence in applying this to drive brand growth
An individual who has the ability to influence across senior levels in the Category and Brand Communities
7+ years relevant experience in research related fields
Master's degree in data science or any other related field
Proficiency in Data handling and manipulation tools: Power BI as minimum base requirement