Trade/Customer Marketing Manager, German Retail

About The Role

As a Trade/Customer Marketing Manager, German Retail at Diageo, you will hold end-to-end customer marketing ownership for either Kaufland & the Whisky category or REWE & the Liqueurs category. This involves shaping category growth through outstanding execution across iconic brands such as Johnnie Walker or Baileys.

This role sits at the heart of the business, requiring close collaboration with our sales teams. Your objective will be to equip them with the insights, growth drivers, and tools necessary to brilliantly execute Diageo's commercial plan. This plan aims to shift consumer and shopper behavior, ultimately achieving Diageo’s financial and market share ambitions. This position offers a significant opportunity to demonstrate your strategic competence in a multifaceted environment, providing substantial business impact.

Key Responsibilities

• Act as a commercial business partner within a matrix organization and cross-functional teams, employing transparency and a robust strategic method to attract collaborators for joint POS initiatives.
• Develop and maintain a deep understanding and overview of customer and shopper needs and trends to assess category growth potential.
• Utilize shopper and market insights to define brand and customer Point of Sale (POS) strategy and to set related execution targets in close collaboration with Commercial Execution and Marketing teams.
• Develop and ensure fast implementation of integrated 360-degree POS activations that align with overall brand and portfolio priorities.
• Orchestrate all elements of commercial activation with precision – from material and POS development to cross-functional briefings with key accounts, field sales, and agency partners, while managing budgets with authority and efficiency.
• Lead external shopper marketing agencies to develop outstanding, data-driven concepts that elevate shopper engagement and drive conversion at the point of sale.
• Manage and steer a dedicated category and channel budget.
• Employ an analytical approach to review POS executions and results, deriving related improvement opportunities.

Your Profile

• 5+ years of experience in Sales or Marketing, with a proven track record in delivering business growth results.
• First-hand, in-depth understanding of the German retailer landscape and Fast-Moving Consumer Goods (FMCG) dynamics.
• Strong analytical skills (e.g., familiar with NielsenIQ important metrics).
• Project management experience.
• Excellent communication and collaborator leadership skills to build partnerships with internal and external partners.
• Problem solver & solution-based team player who can deal with ambiguity & adapt quickly.
• Hands-On mentality and independent, structured working style.
• Strong presentation skills to win and engage Commercial Teams for shared POS targets and priorities.
• Fluent in both spoken and written German & English.

Our Offer

• An inclusive company culture that prioritizes employee development.
• A competitive salary with bonus and many benefits.
• 30 days of vacation.
• An excellent parental leave policy.
• An office with a view in Hamburg City.

Key skills/competency

• Trade Marketing
• Customer Marketing
• German Retail
• FMCG Dynamics
• Shopper Insights
• POS Activation
• Budget Management
• Stakeholder Management
• Project Management
• Analytical Skills