Activation Director - CPWS West Markets

Diageo North America

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Aliso Viejo, CA

Job Description

As posted by the hiring company

Job Overview:

Job Description :

Activation Director, CPWS West Markets

We are a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer! We produce an assortment of over 200 outstanding brands – old and new, large and small, global and local – that are enjoyed in more than 180 countries around the world!


The Activation Director West role is a key member of the activation leadership team and a critical contributor to the business / brand performance agenda at a regional and customer level. Will lead and advise the activation team in their market level planning, Distributor communications/alignment, special programming development and the key regional link person for all centrally crafted activity deployed in their markets. All activity developed and or deployed in your region must be consistent with and in service of our US Spirits Brand Strategies, Commercial, Critically Important, Market/Activity Investment plans, reflect market requirements, abide always to local/federal laws & regulations and deliver against Diageo’s short & long-term business and reputational ambitions.

This role translates brand strategies into winning regional and market level plans and then provides clear direction, including stretching objectives with the Activation Managers and their counterparts in the Distributor network at a state level. This role must influence a broad audience of market and above market level partners – including distributor/broker leadership teams’, Diageo in-market sales teams, CP&A, Brand and Activation personnel, On Premise, Strategic Account & 3rd party agencies, vendors/customers/promoters etc. This position is critical in orchestrating and maintaining active collaboration that promotes partnerships across a wide network of functions and agendas – all in service of growing our brands, our category/market share and delivering on our financial objectives.

Complexity of Role/Key Requirements:

This role is highly sophisticated and requires an experienced influencer and problem solver with a strong bias towards action. The role is primarily centered on providing clear and useful direction to distributor sales and trade development teams – aligned with other Diageo functions in market. Lead the strategic planning, communications, and tactical activation components to the role. It will lead the following:

  • Deploying and activating brand, portfolio, and channel programming directly with Distributor/TDD Sales teams, State Customers & Diageo Sales teams to promote the growth of our brands and the Spirits Category for our customers.
  • Developing & implementing regional/local on, off & non premise marketing strategies, growth drivers and tactics rooted in “Next Generation Marketing” principles and passionate about consumer engagement and conversion to purchase. Your outputs must always be aligned with state regulations and consistent with the 3-tier system, improving our relationship with our market distributor partner. Should be able to translate and align consumer and channel insights with shopper & customer needs. Candidates must work seamlessly across Internal/External Sales, Customers, Marketing, Innovation, CP&A, Finance, and other functions. Must have the ability to influence and run multiple business priorities.
  • Recruiting, growing & leading outstanding talent – ensuring Diageo continues to be recognized as a great place to work and somewhere where you can always be your authentic self.

Management Responsibility

The Activation Director reports to the VP, Activation. This role will lead the activation team responsible for CA, WA, HI, NE & AK. You will directly lead a team of 5. The successful candidate must lead, mentor, and effectively influence the distributor trade development teams. The Activation Director in partnership with sales leadership will consistently review activity/investments to ensure the business unit remains on track to achieving short & long-term goals. They will lead A&P planning & input directly to the annual operating plan and ongoing into the monthly / quarterly planning calendars, working with brand/CP&A and local teams to adjust where vital.

  • Develop state and channel specific programs based on MBP’s/National Calendar activity.
  • Deploy National Programs – break down national programs into monthly/quarterly priorities and provide distributor with information needed for them activate perfectly.
  • Play a lead role in our share growth agenda – partnering with local and NY based teams to resource the market to win.
  • Make choices on investment strategies and always lead with an efficiency and sustainability mind set – ensuring efficient investment always.

Qualifications and Experience Required:

  • Validated team leadership, mentorship & talent development in a fast paced and high-performance culture.
  • Commercial Marketing experience – ideally in a 3-tier industry with chain / national account redefined markets.
  • Expert budget & financial control management – working with Anaplan/CPS and SAP or similar planning systems to cascade and lead spend.
  • Trade Marketing and/or Brand Management Experience including experience with Key Account/Shopper marketing execution.
  • Insight into and understanding of both On and Off Trade business / growth drivers.
  • Must have strong influencing, negotiation skills across a sophisticated and matrixed corporate environment.
  • Must have a shown capacity to promote & build a diverse and inclusive working environment.

Worker Type :


Primary Location:

Aliso Viejo

Additional Locations :

Off Site California

Job Posting Start Date :