Media Manager, Reserve at Guinness Nigeria Plc

Guinness Nigeria PlcLagos, Nigeria Digital Marketing

Full Time

Guinness Nigeria is the story of a truly successful company with a rich heritage and a great track record of growth and strong performance. Guinness Nigeria is not only regarded as an iconic African company, renowned internationally for its brands of unmatched quality, but also as a company that believes in enriching the communities within which it operates, through investment and active participation in the positive evolution of society. Guinness Stout was first exported to Sierra Leone in 1827 and soon became popular across West Africa. In 1963, Ikeja in Lagos Nigeria was chosen as the first location outside the British Isles to brew the iconic dark beer. Two years later, in 1965, Guinness Nigeria was listed on the Nigerian Stock Exchange. Steady growth in markets for Guinness Stout and Harp Lager during the next 30 years prompted the building of three more major breweries in Nigeria. In 1974, the company built a second brewery in Benin, where it produced Harp lager beer. This facility was later expanded to accommodate a second stout brewery, commissioned in 1978. In 1982, a fourth Guinness brewery was built in Ogba, Lagos to brew Harp Premium Lager beer. This site too, was expanded to include Guinness Stout. Several years later, in 2004, Guinness Nigeria commissioned a new brewery at Aba, Abia State. In 2011, the Benin and Ogba breweries were expanded to further increase capacity and meet the growing demand for Guinness Nigeria products which include the acclaimed brands: Guinness Foreign Extra Stout, Guinness Extra Smooth, Malta Guinness, and Harp Lager beer. Other brands include Gordon’s Spark, Smirnoff Ice, Armstrong Dark Ale, Satzenbrau Pilsner, Top Malt, Harp Lime, Dubic Extra Lager and most recently, Malta Guinness Low Sugar. Guinness Nigeria is committed to enriching the communities in which it operates and plays a leading role in the socio-economic development of its host communities. To ensure that efforts can be as effective as possible and are sustainable, the company concentrates on these focus areas: the provision of clean potable water (through the Diageo Water of Life initiative), Health and Education.

Context / Scope

Diageo is a global organisation with over 28,000 talented people and a presence in 180 countries. Across our 21 markets, our brand portfolio represents our biggest strength, and our biggest passion. Be it our global giants, local stars, or premium brands, we use our vision, creativity, and courage to drive the growth of our products worldwide. We invent strong brands for today and for the future, upholding the quality of our products and taking personal accountability for both the history and for the future of our brands.
Africa businesses account for over 10% of Global Diageo revenue, with a workforce of more than 6,000 employees. We create wealth both directly through our operations and indirectly through our broader value chains where we support development and growth in partnership with businesses and communities.
We are committed to delivering sustainable performance and our vision is to be destination of choice for Diageo investment. We are building a track record of attracting, retaining, developing, and exporting best-in-class diverse talent for Diageo and unleash people to deliver great performance. We are a force for good in communities and care about the planet with focus on water, farming, and education among others, which are the most critical components for our communities.
Today, Africa is a predominantly beer region and we will continue to growth beer fast. We also recognise an even greater opportunity in spirits and recently reorganised our business to put focus on transforming and accelerating spirits to double its current revenue through the SWC organisation.

Market Complexity

Southern, West and Central Africa (SWC) covers more than 14 countries across Southern, Central and West Africa. It has statutory presence in 7 countries including two listed companies (Ghana and Seychelles) and one JV (Angola) and oversees manufacturing in four countries. It also manages partnerships to manufacture and distribute the Diageo portfolio across around 35 countries in Sub Saharan Africa. It manages a full TBA portfolio: beer, RTD’s (Ready-To-Drinks), local spirits, international spirits and top end luxury spirits.
The countries’ economies vary significantly and present different levels of opportunity and challenge for business growth as well as language diversity. There is a high level of volatility across the countries and fierce competition within the beer and spirits portfolio given Africa has the largest vibrant and growing LPA -34 consumer base.
In Diageo Africa context, the margin profile is attractive, with a higher focus on spirits and outsourcing of beer manufacturing. Our extensive and exciting brand portfolio serves consumers across diverse demographics and delivers against consumers’ in-culture premiumisation experiences.
Our extensive and exciting brand portfolio serves consumers across diverse demographics and occasions and delivers against consumers’ in-culture premiumisation experiences. It is also well positioned to tap into future trends.
Distributor and creative partnerships are critical for driving growth for this remit as well as strategic choices to be made on portfolio, production, logistics and route to market.
Given its scale and margin profile, SWC is critical for the success of Diageo in Africa. and there is also significant scope of business expansion – new territories, new categories and new routes to market.

Purpose of Role

The Content and Media team is charged with supporting brand building with a focus on connected availability by overseeing the development, implementation and continuous improvement of media strategies that support delivery of MBP objectives.
This includes overseeing the creation of engaging content that are fit for platform/media channels, consistently executing OTIF and fully funded media plans that build salience. This team is also expected to establish and maintain strategic partnerships with agency partners plus lead and shape content and media innovation
This role will be responsible for transforming how our brands connect with consumers efficiently and effectively. The role will implement the key principles of the Future Media Model which include a) Greater collaboration b) Local-led Insight c) Joined-up thinking d) Elevated effectiveness e) Enhanced efficiency. The role will serve as a holistic media expert responsible for delivering world class data-driven media strategy and plans for our brands that are activated brilliantly working seamlessly with the category brand teams. The purpose of this role is to ensure that all the brands have brilliant media plans with digital programs, including e-commerce, as a core element.
The role will also select and work with all our content creation, digital and media agency partners to ensure we can get the most out of them and that we are doing rigorous performance measurement to deliver optimal media effectiveness.

Top Accountabilities
Media Buying and Implementation:

Develop and execute innovative, future fit and efficient word class media plans in line with MBP objectives, ensure OTIF plan approvals and LPOs to guarantee consistent brand building.
Evaluate media plan scenarios based on budget parameters and brand objectives showcasing trade-offs between options. Work with Agency to make sure scenarios take into account media best practices.
Provide ongoing recommendations on optimization of media plans to account for changes throughout the year (e.g., incremental A&P, budget cuts, initiative changes, media landscape shifts) leveraging Diageo tools where applicable.
Facilitate connections to E-Commerce and delivery of a more holistic ecosystem across all connection touchpoints.
Help drive a performance marketing mindset and culture when it comes to media optimization to drive marketing effectiveness to ensure delivery of ROI on A&P spend by identifying vehicles to drive this.

Media Innovation:

Seek out data-driven and/or technology opportunities to connect with consumers in a meaningful way.
Manage partnerships with external vendors that deliver on media innovation.

Agency Management & Partnerships:

Oversee the performance of the media agency of record to ensure they are delivering on value, performance, and effectiveness.
Key liaison between the media agency (local, regional ad global) and brand teams, ensuring agency is delivering on key tasks in a timely and effective manner.
Represent EABL at the Regional Media Hub and Global Media Hub and provide input to decisions that affect the markets.

Qualifications, Experience, and Leadership

Bachelor’s Degree in Business, Marketing or related field.
5 years+ experience in media strategy and planning of media on a portfolio client within a marketing/agency environment.
Expert knowledge of performance advertising, media strategy, consumer research.
A passionate media expert that has a deep understanding of the media landscape within a CPG business model and the P&L levers that drive growth.
Have a deep understanding of consumer behaviour across all media channels and an eye on the future to ensure Diageo is always at forefront of change.
Proven ability to craft media planning strategies and activations that have delivered YoY growth
Confident digital native: proven strategic planning ability across all digital channels and platforms (social, display, video, etc) understanding the roles each plays within the consumer journey.
Analytical mindset understands continuous testing and improving based on details and data. I able to transform them into a media plan and performance such as A/B tests and optimization.