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South Africa Research Manager, Premium Core

  • Location
    (SOUTH AFRICA) and Johannesburg
  • Job Reference
    20556
  • Functional Area/Experience
    Marketing, advertising and PR / 3 Years

Job Description & Qualifications

Reports To: Head of Consumer Planning – Southern, West and Central Africa

About Diageo

Diageo is a global organization 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 recognize an even greater opportunity in spirits and recently reorganized our business to put focus on transforming and accelerating spirits to double its current revenue through the SWC organization.

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 premiumization experiences.

Our extensive and exciting brand portfolio serves consumers across diverse demographics and occasions and delivers against consumers’ in-culture premiumization 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, SAPM 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 role of the Research Manager in the Consumer Planning team is to proactively provide a holistic, end-to-end view of the growth opportunities in our market and to guide the development of interventions to harness these opportunities from a culture, consumer and shopper point of view. This team is expected to uncover deep penetrating insights about occasions, purchasing and consumption behaviours and use these insights to inspire marketing strategies and plans which ensure we drive purchase through all channels.

This role is focused on delivering consumer research insights that are shareable across the region.

Top Accountabilities

  • Apply measurement and evaluation insights to enhance A&P spend efficiency and innovation.
  • Influence strategic decisions through consumer and shopper-led insights.
  • Drive change by fueling the business with consumer-led provocations and understanding.
  • Identify opportunities for brand, category, and market growth.
  • Synthesize data from various sources to provide actionable insights.
  • Stay externally attentive to cultural, trend, and market dynamics for growth detection.

Qualifications, Experience, and leadership

  • 3 - 5 years relevant experience in research related fields
  • Deeply curious about consumers, shoppers, innovation, our brands and markets
  • Immersed in culture
  • Strong knowledge of marketing research methods, statistical analysis approaches, and research terminology.
  • Innovative and creative but also intellectually rigorous in the thinking - a master of both the art and the science of Planning                                                        
  • An individual who has the ability to influence across senior levels in the Category and Brand Communities
  • Excellent analytical skills to integrate and draw conclusions from multiple data sources.
  • Proficiency in transforming data into actionable insights for informed decision-making.
  • Strong communication skills, leadership behavior, project management skills, and ability to work under pressure


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