Brand Manager at Diageo

Job Description

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.

Purpose of Role:

The Brand Manager is responsible for driving the growth, profitability, and long-term equity of assigned brands through the development and execution of effective marketing strategies. This includes full ownership of the Marketing Business Plan (MBP)—from planning and budgeting to execution and performance tracking.

Role Dimensions:

Financial Accountability (Budget/Revenue)

• Deliver volume, revenue and profitability targets
• Monitor market share and competitor activity and relevant marketing investment spend

Leadership Responsibilities

• Strategic & MBP Leadership: Own and drive the Marketing Business Plan (MBP), setting brand direction and ensuring delivery of growth, profitability, and brand equity targets at Kenya Breweries Limited.
• Cross-Functional & Stakeholder Influence: Lead through influence by aligning internal teams and external partners to deliver strong, consistent in-market execution in a competitive landscape including AB InBev.
• Execution & Performance Ownership: Ensure excellence in campaign execution, track performance against KPIs, and take accountability for results through data-driven decision-making and continuous optimization

Top Accountabilities:

Marketing Business Plan (MBP) Management

• Develop and own the annual MBP aligned to business objectives
• Define brand growth targets (volume, revenue, market share)
• Identify key consumer segments and growth opportunities
• Manage and optimize A&P (Advertising & Promotion) budgets
• Track, analyze, and report MBP performance against KPIs
• Adjust strategies based on in-market performance and insights

Brand Strategy & Development

• Define and maintain brand positioning and identity
• Build long-term brand equity and differentiation
• Lead innovation pipeline (new products, packaging, variants)
• Ensure consistency across all consumer touchpoints

Campaign Planning & Execution

• Develop and execute integrated marketing campaigns (ATL, BTL, Digital)
• Lead creative development with agencies
• Drive consumer engagement through activations and experiences
• Ensure excellence in execution across channels

Stakeholder & Cross-Functional Management

Collaborate with:

• Sales (trade execution)
• Finance (budget control & ROI tracking)
• Supply Chain (product availability)
• External agencies (creative, media, digital)
• Ensure alignment on brand priorities and execution plans

Qualifications:

• Bachelor’s degree in Marketing, Business, or related field
• 3–7 years’ experience in FMCG/consumer marketing
• Proven experience in brand management and campaign execution
• Experience managing budgets and delivering business results

Skills & Experience:

• Strategic thinking and planning
• Financial acumen and budget management
• Strong analytical and data interpretation skills
• Consumer insight development
• Project and stakeholder management
• Creativity and innovation mindset