Job Opportunity : Marketing Manager, Spirits

Job Opportunity : Marketing Manager, Spirits

Job Opportunity : Marketing Manager, Spirits

Job Title:Marketing Manager, Spirits (Guinness Cameroon)
Level:Cat 11; (Diageo Level 4)
Reports To:Marketing Director, Guinness Cameroon


Key Markets Facts:

Guinness Cameroun S.A. (GCSA) is a Total beverage alcohol supply and demand business. It is a subsidiary of Diageo Plc, a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer, sold at almost every price point, in every category to meet consumer demand.

The Cameroon alcohol beverage market is highly competitive - GCSA is currently the No 2 player in the country by value in the beer market and N°1 in the Spirits market, with a clear ambition to be No. 1 in value in Total Beverage Alcohol. Operating in a market that is highly competitive with a significant value to mainstream segments, the GCSA Spirits portfolio includes J&B, Johnnie Walker, Baileys, Tanqueray, Dimple, Cardhu, Singleton of Duff town, Black & White, VAT 69, White Horse. In line with its ambition, GCSA installed a manufacturing line in 2016 to produce mainstream spirits.

Our vision is to be the most trusted and most respected consumer goods company.

With over 400 employees working across Supply & Demand with entrepreneurial spirit and determination, we have a significant investment underway behind our people's agenda to ensure that Guinness Cameroun is truly Best Place to Be. We are also proud of the contributions we make in the communities in which we operate both economically and socially; for example, our commitment to provide safe access to drinking water to 1million people each year.

 The role is based in Douala (Cameroon) and reports to the Marketing Director GCSA. There is frequent contact with the GCSA Executive team, Customer Marketing team, Premium Trade Sales team, local and regional marketing agencies, and with the Global Brand Team-based majorly in London.

 The Marketing Manager Spirits is directly responsible for a team and leads the Brand ATL and BTL agenda. He plays a lead role in driving high standards in CARM, controls, and procedures, and has a key role in strategic planning and performance.


Spirits have shown consistent growth in recent years and are year on year a more prominent contributor to GCSA total NSV. The plan is to contribute up to 30% in F24

The role will be responsible for:

Develop a profitable spirits portfolio to hit our NSV ambition by closely collaborating with the Head of Innovation and Finance team

Managing A&P budget

•              Managing Travel & Entertainment budget

•              Proposing resource allocation

Market Complexity

-  The Cameroon alcohol market is highly fragmented, with a complex route to market, a combination of direct delivery and service through specialized Distributors and Wholesalers.

Most points of sales are Bars and Clubs, located in major cities, with little central buying/distribution.

The outlets are more demanding, as they become more profit units/driven. There is an emergence of professional entrepreneurs venturing into groceries, specialists, and bars business.

Counterfeit and contraband related risks are a particular feature of the spirits category and require sensitive, commercially imaginative, and pragmatic advice.

Purpose of Role

Identify growth opportunities and drive strategy and execution to deliver value to the business

Lead the development of profitable growth strategies for spirits brands

Support the Marketing Director in the development of a consumer and portfolio strategy for GCSA in line with business growth strategy.

Ensure brilliant execution of superior marketing programs

Deliver the key projects and activities to achieve this growth


Top 3 Leadership Capabilities for this role:

Create possibilities

Turn big dreams into reality: energize and inspire others to deliver the exceptional

Provide context to allow people to Think, Decide and Act – authentic, self-driven internal communicator

Build and sustain trust with others through real relationships

ability to make sure our Marketing is Industry-leading – a benchmark for others.

Consistently deliver great business performance

Demonstrate deep personal accountability for high performance

Stay focussed on priorities – demonstrate rigor and brilliant execution

Drives fast implementation of big & scalable ideas that are executed brilliantly.

Bring the Diageo purpose to Life

Be an ambassador for Spirits business externally

Top 3-5 Accountabilities

Top 3 Functional Capabilities for this role:

Create strategies that win 

Anticipates business/external developments, recognize critical challenges & opportunities, develop strategies for brand/category to exploit these

Translate into focused, differentiating and commercially relevant Marketing Business Plans that deliver growth in the short, mid and long term

Drive enduring competitive advantage from customer and consumer insight

Seeks out deep consumer/shopper understanding and insight that drives competitive consideration and conversion activity

Use strong understanding and knowledge of Diageo and competitor brands/categories and why consumers/customers purchase them to generate breakthrough

 Drive value commercially for Diageo and our customers

Has a firm grasp of the commercials (spend, volume, margin) as they relate to the role and use this information and understanding to make sound business decisions that drive profitable growth for Diageo and its customers

Champions compliance and ethics in business delivery

Can influence and lead cross-functionality to define and achieve Spirits objectives, aligning relevant Customer Marketing and Spirits sales team colleagues to shared outcomes.



Achieve Category, Brand Health/Volume, and Profitability Targets.


Quality of Marketing Business Plan, brand strategies, Communication &Media

Effectiveness and Efficiency of Activities

Team delivery of Projects/ Activities (time, quality, budget)

Active and quality development plans for self and team

Team effectiveness and Team spirit

Qualifications and Experience Required

Commercial graduate qualification, Master's Degree as a minimum


5-7 years leadership and execution experience in a similar role, ideally within an FMCG environment

Cross-functional experience across sales/marketing with passion and flair to unlock the magic and uniqueness of our brands

A track record of Thought Leadership

Key Skills

Secure Consumer Marketing Experience, and a clear understanding of the Commercial requirements for brilliant execution

Comprehensive commercial and financial decision-making experience including brands profitability and targeted trade investment

Knowledge of spirits and competitors, distributors and key customers:  their businesses and their shoppers/consumers in the Spirits universe

Excellent relationship skills: proven ability to influence across functions

Great Storyteller with experience of working with external stakeholders

An expert coach and trainer of both functional and leadership capability development

Stakeholder management and influencing at all levels across Commercial & Country teams to align on consistent TTL plans executed brilliantly at scale.


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