Diageo is the world’s leading premium drinks company, with an exceptional collection of over 200 brands that span spirits and beers, loved and recognized in over 180 countries. Our internationally acclaimed brands such as Johnnie Walker, Guinness, Smirnoff, Tanqueray, and local champions including Tusker, Kenya Cane, and Chrome Vodka form the foundation of our business. With a strong presence across global markets and deep roots in local communities, we combine heritage with innovation, ensuring we continue to shape and lead the future of alcohol responsibly.
As part of our ongoing strategic expansion and deep commitment to the Kenyan market, we are seeking a dynamic, commercially savvy, and consumer-focused professional to join our Nairobi-based team as a Shopper Manager – Core Mainstream Spirits. This is a mid-level role positioned at Level L5 (Associate/Junior Manager), reporting to the Spirits Shopper Marketing Manager.
The successful candidate will play a vital role in championing and executing shopper marketing strategies for our core mainstream spirits portfolio in Kenya, a segment that is integral to our sustained growth and market leadership. If you are passionate about consumer behavior, have a strong commercial orientation, and thrive in a collaborative, fast-paced environment, this could be the perfect opportunity for you.
About Diageo and the Role’s Context
Diageo UDV Kenya has consistently delivered outstanding year-on-year performance across its mainstream business segment. This remarkable trajectory has been driven by bold strategies that align closely with local consumer needs, market dynamics, and scalable execution plans. We have cemented our market presence through innovations that enhance both consumer experiences and retail partnerships.
The Shopper Manager will play a pivotal role in sustaining and amplifying this momentum by serving as a commercial bridge between brand marketing and field sales. As Diageo continues to raise the bar on execution and market responsiveness, the Shopper Manager will focus on creating advantage at the point of purchase across all channels by crafting impactful Below-the-Line (BTL) activations and programs.
Purpose of the Role
The core purpose of this role is to translate brand strategies into compelling shopper experiences that drive sales and brand loyalty. The Shopper Manager will be responsible for the physical availability priorities of the mainstream spirits portfolio across retail and on-trade outlets using an integrated omni-channel approach. This involves orchestrating data-driven decisions on where, how, and at what level to invest in shopper marketing initiatives that align with Diageo’s brand ambitions.
This position is integral in shaping commercial strategy at the “moment of choice”—that crucial point where consumers decide what to buy. The impact of this role will be felt in the growth of brand equity, market share, and overall business performance.
Key Responsibilities
- Trade Marketing Leadership
- Lead the end-to-end BTL planning, development, and execution of all shopper and trade marketing programs.
- Drive “fewer, bigger, better” activations that significantly influence purchase behavior and consumer loyalty.
- Manage BTL agencies and vendors to ensure efficient delivery of shopper programs on time and within budget.
- Collaboration and Commercial Alignment
- Work closely with Brand Managers, Field Sales, CPM (Customer Planning & Marketing), Finance, Supply Chain, and Legal teams to ensure seamless integration and execution of trade plans.
- Align shopper marketing initiatives with broader commercial and brand objectives, influencing internal stakeholders through data and insight.
- Serve as the voice of the trade and shopper during brand planning cycles and strategy reviews.
- Budget Management and ROI Delivery
- Steward a portion of the A&P (Advertising & Promotion) and TI (Trade Investment) budget to support shopper programs.
- Monitor spend versus outcomes, ensuring a positive return on investment and optimal use of financial resources.
- Support budget forecasting, tracking, and reporting for shopper initiatives.
- Insight-Driven Strategy
- Utilize shopper insights, category data, and retail intelligence to design impactful programs that deliver against key performance metrics.
- Stay informed about market trends, emerging channels, and competitive activities to maintain category leadership.
- Performance and Capability Development
- Contribute to the performance ambition of the team by driving execution excellence and achieving commercial goals.
- Lead by example and mentor junior team members, nurturing a high-performance culture that reflects Diageo’s leadership standards.
- Performance Review and Governance
- Participate in key governance forums such as Brand Performance Meetings (BPM), Quarterly Business Plans (QBPs), and Brand Board sessions.
- Provide input and commercial course correction where necessary to optimize marketing and sales execution.
- Drive Innovation in Execution
- Champion creative, disruptive shopper marketing executions that resonate with consumers and customers alike.
- Collaborate with design, digital, and activation teams to ensure experiential and visual appeal in every shopper interaction.
Qualifications and Experience Required
The Shopper Manager role demands a unique blend of creativity, commercial insight, and project execution capability. Diageo is looking for candidates who are not only analytically sound but are also motivated by a deep understanding of consumer behavior and retail environments.
Minimum Requirements:
- Graduate qualification, ideally in Marketing, Business, or related discipline.
- At least 3 years of proven experience in customer marketing, trade marketing, sales capabilities, or key accounts management.
- A strong track record of performance with evidence of driving growth through consumer and shopper engagement.
- Proficiency in planning, executing, and measuring shopper marketing programs.
- High cognitive ability with a proven ability to influence cross-functional teams and senior stakeholders.
Key Competencies and Personal Attributes
- Action-oriented with a passion for results and a bias for execution.
- Strategic thinker who combines creativity with analytical rigor.
- Strong project management skills and experience in leading cross-functional initiatives.
- Excellent communication and stakeholder management skills.
- Curiosity for market trends, consumer behavior, and innovation in marketing.
- Entrepreneurial drive and willingness to challenge the status quo.
- Flexibility and adaptability to navigate a fast-paced, evolving business landscape.
Working at Diageo – Culture and Values
At Diageo, we believe in celebrating life every day, everywhere. We are committed to building a sustainable and inclusive business that empowers individuals to thrive, regardless of their background. Our inclusive culture values diverse perspectives and creates an environment where everyone is supported to grow and succeed.
We support flexible working arrangements, recognizing that our people are at their best when their personal and professional lives are in balance. Whether that means part-time schedules, remote work, or adjusted hours, we want to hear what works best for you.
What We Offer
- A competitive rewards and benefits package aligned to your role and performance.
- Learning and development opportunities to support your personal and professional growth.
- The opportunity to work with global brands that are deeply rooted in local culture.
- A vibrant team of professionals passionate about creating market-leading consumer experiences.
- The chance to make a lasting impact by shaping the future of Diageo’s mainstream spirits business in Kenya.
Diversity and Inclusion Statement
Diversity is not just something we value – it’s central to who we are and how we work. At Diageo, everyone is welcome. We celebrate the richness of our teams and communities, encouraging contributions from people of all genders, ages, ethnicities, abilities, sexual orientations, social backgrounds, and more.
Our aim is to be one of the most trusted, respected, and best-performing consumer product companies in the world – and we know that starts with our people. By embracing diverse perspectives and creating a sense of belonging, we enable innovation, growth, and shared success.
About Diageo Globally
Diageo is listed on the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). Our operations span across continents and industries, backed by a heritage of bold entrepreneurs such as Arthur Guinness, John Walker, and Charles Tanqueray. Today, over 30,000 people across more than 180 countries continue to drive their vision forward, supported by world-class resources, cutting-edge insights, and a culture of innovation.
Our DRINKiQ platform offers tools and information to help people make informed choices about alcohol and supports our long-standing commitment to positive drinking.
For more information, visit:
- www.diageo.com
- www.DRINKiQ.com
Job Details at a Glance
- Job Title: Shopper Manager – Core Mainstream Spirits
- Location: Nairobi, Kenya
- Job Level: L5 (Associate/Junior Manager)
- Reports To: Spirits Shopper Marketing Manager
- Start of Job Posting: 26th June 2025
- Employment Type: Regular
If you’re excited by the idea of shaping the future of our iconic brands, driving commercial success, and making a real impact on consumers and communities across Kenya, then this may be the opportunity for you.
