Head of Shopper Marketing, CCV

Job Description :

About us

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. From global icons like Johnnie Walker, Guinness and Tanqueray to Smirnoff and Don Julio, we create brands consumers love. Bring your passion and use your curiosity as you explore, collaborate and innovate. Together with passionate people from all over the world, you’ll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

About the Function:

Marketing is where our brands show up in culture and stay there.

This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.

From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.

You’ll be part of a team that’s curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.

About the role:

 The Shopper Marketing Head is responsible for the Shopper Marketing capability across CCV and acts as a lead role for this function for LAC, defining how Diageo brands win with shoppers at the point of purchase. The role owns the shopper agenda by translating brand strategies into shopper-centric activation principles that influence purchase decisions and accelerate commercial growth across channels. 

By leveraging shopper and customer understanding, the role establishes the strategic frameworks, governance and activation standards that enable markets to consistently execute against shopper needs while maintaining flexibility for local adaptation. As the functional leader for Shopper Marketing, the role builds organizational capability, develops high-performing teams and embeds shopper-centric thinking across Brand Management, Commercial and Customer Planning. 

Ultimately, the role bridges the gap between brand strategy and commercial execution, ensuring every brand strategy is transformed into meaningful shopper experiences that improve conversion, strengthen execution and drive sustainable business growth. 

This role has 2 Direct Reports but manages multiple stakeholders across different markets and levels of seniority.

Context

 CCV operates across a highly diverse distributor-led environment where shopper behaviors, channel dynamics and customer needs vary significantly across markets. While Brand Management creates consumer demand and Channel Development drives commercial growth, there is currently limited dedicated capability focused on understanding shopper behavior and defining how brands should influence purchase decisions at the point of sale. 

Establishing Shopper Marketing as a dedicated capability enables the organization to evolve from execution-led planning toward shopper-led decision making. Through a structured understanding of shopper missions, motivations, barriers and purchase occasions, the function ensures brand strategies are translated into consistent activation principles, category platforms and shopper experiences that can be effectively deployed across markets. 

The Shopper Marketing Lead therefore plays a critical role in embedding shopper-centric thinking into the regional operating model while strengthening collaboration between Marketing and Commercial functions. 

 

Functional & Leadership Responsibilities 

The Shopper Marketing Lead is responsible for establishing Shopper Marketing as a strategic business capability across CCV and by embedding shopper-centric thinking into planning, execution and organizational decision making. 

• Lead the Shopper Marketing strategy: Define and continuously evolve the regional Shopper Marketing strategy, ensuring shopper-centric thinking is embedded throughout the annual planning process. Establish the operating model, governance and activation principles that consistently translate brand strategies into shopper conversion across markets. 

• Own shopper understanding and conversion strategy: Lead the regional shopper learning agenda by developing a deep understanding of shopper journeys, missions, motivations, purchase occasions and barriers. Transform shopper and customer insights into activation strategies, conversion interventions and execution principles that influence purchase decisions and create competitive advantage at the point of purchase. 

• Build shopper platforms and activation standards: Own the development of Winning Moments, annual shopper activation calendars, category platforms and shopper toolkits. Define scalable activation principles and execution standards that enable markets to adapt execution while preserving strategic consistency and delivering a superior shopper experience. 

• Drive cross-functional integration: Partner closely with Brand Management, Consumer & Shopper Insights, Channel Development, Commercial and agency partners to ensure shopper priorities are fully integrated into brand planning and commercial execution. Act as the functional bridge between brand strategy and market execution, ensuring every activation is rooted in shopper understanding and aligned with business priorities. 

• Build organizational capability: Lead the development of Shopper Marketing as a core organizational capability by establishing governance, ways of working, tools and best practices that strengthen functional maturity across the region. Champion continuous improvement, capability building and knowledge sharing to embed shopper excellence into everyday decision making. 

• Lead, coach and inspire high-performing teams: Lead and develop two Shopper Marketing Managers (L5B) while fostering a culture of accountability, collaboration and continuous learning. Empower the team to challenge conventional thinking, build functional expertise and consistently deliver best-in-class shopper solutions that create value for brands, customers and consumers. 

• Measure performance and drive continuous improvement: Define the performance framework for Shopper Marketing by monitoring shopper conversion, activation effectiveness and return on investment. Leverage insights and learning to continuously optimize strategies, scale successful initiatives and improve business performance across the region. 

• Key Outputs / Deliverables 

• Regional Shopper Marketing Strategy and Operating Roadmap, defining the long-term vision, annual priorities and capability-building agenda for Shopper Marketing across CCV. 

• Shopper Understanding Framework, including shopper journeys, missions, motivations, purchase occasions, barriers and conversion opportunities that inform regional and market activation strategies. 

• Winning Moments & Category Platforms, establishing the priority shopper occasions and scalable activation platforms that guide brand activation throughout the year. 

• Annual Shopper Activation Calendar, aligning brands, channels and shopper opportunities into an integrated activation roadmap that supports business priorities across the region. 

Key Deliverables

• Regional Shopper Toolkits & Activation Principles, providing clear guidance on shopper activation mechanics, execution standards, visibility principles and conversion requirements that markets can adapt while maintaining strategic consistency. 

• Shopper Marketing Governance & Capability Framework, including ways of working, functional standards, decision rights, capability-building plans and best practices that strengthen Shopper Marketing maturity across CCV. 

• Performance Measurement & Learning Agenda, incorporating shopper conversion KPIs, activation effectiveness, return on investment, post-activity reviews and continuous learning to optimize future strategies and scale successful initiatives across markets. 

 

Experience and Required Qualifications 

• Bachelor's degree in Marketing, Business Administration or a related discipline. MBA preferred. 

• 12 years of progressive experience in Shopper Marketing, Brand Marketing, Commercial or Customer Marketing within FMCG or Spirits. 

• Proven experience leading regional or multi-market initiatives and developing high-performing teams. 

• Demonstrated ability to translate insights into scalable commercial activation strategies. 

• Strong track record influencing senior stakeholders and leading cross-functional transformation initiatives. 

• Travel availability. 

• Fully bilingual (Spanish & English). 

Flexibility is key to our success. Talk to us about what flexibility means to you, so that you’re

supported to manage your wellbeing and balance your priorities from day one.

We recognize and value performance, offering our people a highly competitive Rewards and Benefits package including:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to new heights and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Recruitment Scam Warning

Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we'll never ask for money.

Worker Type :

Regular

Primary Location:

Panama City

Additional Locations :

Job Posting Start Date :

2026-08-13