From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve. Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people. Feel inspired? Then this may be the opportunity for you.

Context/Scope

UBL is a subsidiary of EABL who owns 98.2% of UBL and 100% of IDU. Diageo in turn own 50.03% of EABL. UBL operates within a multi-cultural, multi-national environment. UBL is further categorised into Demand and Supply functions. The Supply business is involved in the production of beer and spirits.  The Demand business is involved in marketing and selling the product through RTM partners and retailers to consumers. This role is located within the Demand/Sales business function, reporting to the Consumer Planning & Media Manager, Uganda.

About the role

The Media and Digital GMT role is critical to the overall UBL short, medium- and long-term strategy in developing and driving our marketing strategy and operational excellence within the marketing function, most especially now that the Diageo business is more deliberate in focusing and embedding the digital agenda across all its markets.

The emergence of mobile phone technology as the primary medium of communications within East Africa and the increased access to the internet has led to a dramatic shift in the emphasis from conventional to emerging media.

This role focuses on the step-change in investment and management of Digital Media in Africa and beyond.

In this role, the individual will manage the full breadth of the digital marketing agenda focused behind priority brands – Bell, Tusker Lite, Guinness, Uganda Waragi and Johnnie Walker.

The job holder works closely with the both the local brand teams and regional digital teams to ensure growth drivers are executed in line with brand strategies; Global Digital Marketing teams; Advertising agencies for effective brand communication; Media agency for development of strategy; PR agencies for content development.

Dimensions

Financial

• Management and accountability for implementation of A&P spend on digital, efficiencies and evaluation

• Cost negotiation of 3rd party suppliers with Procurement.

Market Complexity

EABL (U) demand has 51 % value share of beer market.  EABL (U) demand is the No.1 FMCG Company in Uganda and East Africa and also markets IDU brands.

EABL operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach.

The company invests heavily in A&P, Media buying, sponsorships and events to build brand equity and increase operating economic profit. Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated.  This requires proactive marketing to maximise company market share. Trade is evolving and being more sophisticated especially at retail level.

Leadership Responsibilities

• A motivated and engaged individual to develop a deep understanding of the Media market and digital landscape from the consumer perspective and from the environment in which different channels are consumed to the cause and effect of media on consumers.

• As a result, this should drive first class thought leadership in the development of digital marketing and lead brand teams to deliver creative excellence in the Digital space.

• Embed clear frameworks and guidelines for Digital marketing, ensuring that there is compliance with the Diageo Digital Code across.

• Establishment of processes, tools and Ways of working for collaboration with group brand teams, in-market marketing teams in creative development.

• Inspire and motivate agencies to deliver great creative work – you will be working with a full breadth of agencies: creative, media agencies and PR.

• Work with in-market teams to ensure their commitment and engagement in the digital plans, in order to deliver flawless execution.

• Be a brilliant team player.

• Interface with the Global Brand teams and Diageo Africa team as required.

Purpose of Role

Drive leadership in the development of solid Digital Marketing communications platforms across our brands driving brilliant execution and advertising excellence.

Top Accountabilities

Best Practice Connections Planning

• Lead and manage Connections Strategy & Planning approach within marketing, partnering with agency partners and Brand teams to deliver excellence and best practice Connections thinking across Owned, Earned, Shared & Paid

• Own the Diageo through-the-line campaign development process to ensure effective campaigns for all our brands including partnering with brand teams as a key input into all Connections briefs, translating our business objectives into clear and inspiring briefs

• Embed best practice metrics and measurement approaches for all campaigns

• Lead the development of the media capability of the wider marketing team

Media Planning & Investment Excellence

• Consult on development and optimisation of effective media plans and working with brand teams and media agency to manage and execute the highly interconnected eco system of media channels & connection points

• Managing media investment and plans at a portfolio level, ensuring we are maximising our impact in market

• Lead portfolio media investment negotiations in partnership with Marketing Procurement and Media Agency to ensure maximum commercial impact across our portfolio investment

• Drive a data-led approach to media planning to continually optimise our campaigns and focusing on media delivery & KPI’s

• Champion media innovation and challenging the status quo to ensure we are always at the leading edge of connections & media thinking

Agency Partnerships Management

• Ownership of media agency relationship and responsible for driving collaboration across broader agency village, playing a lead ATL (Creative) agency management role

• Leading in partnership with Procurement the negotiation of agency scope and contractual deliverables to ensure best media agency partnerships for UBL.

• Deliver best practice agency management including regular Quarterly Business Reviews and agency evaluation.

Digital Management

• Lead Digital Marketing compliance agenda across the business Ensure that all our websites & pages social media accounts are following the Diageo Digital Code Compliance guidelines.

• Develop a plan to close brand team capability gaps in the area of digital marketing.

• Provide training to brand teams including sharing best practice, rolling out new tools.

• Provide training to agency partners

• Develop and drive, with commitment and participation from key stakeholders and markets, the digital marketing strategies including:

• Stay updated on industry best practices and indicate opportunities for digital innovation (partnerships, new platforms) within the market

Qualifications and Experience Required:

Qualifications

• A Bachelors degree in marketing/ business related field.

• Proven experience of Digital marketing strategy development and implementation (min 1 years)

• Ability to work under own initiative/ pro activity

• Proven and strong Brand/ Communications experience (+4 years)

Experience

• 4+ years excelling in communications (connections) planning & media preferably within a media management role in a marketing led organisation within a Media Agency.

• Experienced in managing large budgets and well versed in media & digital planning and execution

• Resilient and able to handle multiple challenges and move them ahead at the same time

• Can demonstrate excellent commercial judgement and acumen.

• Experience of working on Digital activation platforms.

• Driving results and innovation drive.

• Fluency in oral and written communication.