Senior Brand Manager - Spirits at Diageo

About the role:

The Senior Brand Manager is responsible for driving the growth, profitability, and long-term equity of assigned brands through the development and execution of effective marketing strategies. This includes full ownership of the Marketing Business Plan (MBP) —from planning and budgeting to execution and performance tracking.

Role Dimensions:

Financial Accountability (Budget/Revenue):


Deliver volume, revenue and profitability targets
Monitor market share and competitor activity and relevant marketing investment spend


Role Responsibilities:


Strategic & MBP Leadership: Own and drive the Marketing Business Plan (MBP), setting brand direction and ensuring delivery of growth, profitability, and brand equity targets at East African Breweries Ltd.
Cross-Functional & Stakeholder Influence: Lead through influence by aligning internal teams and external partners to deliver strong, consistent in-market execution in a competitive landscape
Execution & Performance Ownership: Ensure excellence in campaign execution, track performance against key performance indicators, and take accountability for results through data-driven decision-making and continuous optimization


Marketing Business Plan (MBP) Management:


Develop and lead the annual MBP aligned to business objectives
Define brand growth targets (volume, revenue, market share)
Identify key consumer segments and growth opportunities
Manage and optimize A&P (Advertising & Promotion) budgets
Track, analyze, and report MBP performance against critical metrics
Adjust strategies based on in-market performance and insights


Brand Strategy & Development:


Define and maintain brand positioning and identity
Build long-term brand equity and differentiation
Lead innovation pipeline (new products, packaging, variants)
Ensure consistency across all consumer touchpoints


Campaign Planning & Execution:


Develop and implement coordinateded marketing campaigns (ATL, BTL, Digital)
Lead creative development with agencies
Drive consumer engagement through activations and experiences
Ensure excellence in execution across channels


Stakeholder & Cross-Functional Management:


Collaborate with:

Sales (trade execution)
Finance (budget control & return on investment tracking)
Supply Chain (product availability)
External agencies (creative, media, digital)


Ensure alignment on brand priorities and execution plans


Skills and Experience:

Qualifications:


Bachelor's degree or equivalent experience in Marketing, Business, or related field
6 - 10 years' experience in FMCG/consumer marketing
Tried experience in brand management and campaign execution
Experience running budgets and delivering business results


Skills & Experience:


Critical thinking and planning
Financial competence and budget management
Strong analytical and data interpretation skills
Consumer insight development
Project and collaborator management
Creativity and innovation mentality