About Guinness Cameroon:

Guinness Cameroun S.A. (GCSA) is a subsidiary of Diageo PLC, with an outstanding track record of success since its creation.

The Cameroon alcohol beverage market is highly competitive – GCSA is currently the No 2 player in the country by value in beer market behind SABC and ahead of UCB and N1 in Spirits market, ahead of Pernod Ricard, with a clear ambition to be No. 1 in value in Total Beverage Alcohol. Operating in a market that is highly competitive with a significant mainstream segment, current GCSA beer portfolio includes: Guinness, Harp, Smirnoff Ice, Orijin & Malta Guinness. GCSA Beer brands are accounting for >90% of total GCSA portfolio and ~95% of total GCSA NSV.

Guinness Cameroun S.A. (GCSA) is a subsidiary of Diageo PLC, with an outstanding track record of success since its creation.

The Cameroon alcohol beverage market is highly competitive – GCSA is currently the No 2 player in the country by value in beer market and N1 in Spirits market, behind SABC/Pernod Ricard and ahead of UCB, with a clear ambition to be No. 1 in value in Total Beverage Alcohol. Operating in a market that is highly competitive with a significant mainstream segment, current GCSA beer portfolio includes: Guinness, Harp, Smirnoff Ice, Orijin & Malta Guinness. GCSA Beer brands are accounting for >90% of total GCSA portfolio and ~95% of total GCSA NSV.

The role is based in Douala (Cameroon) and reports to the Marketing & Innovations Director Manager Beer. There is frequent contact with the Brand teams and Consumer Planning & Connection team as well as Finance & Procurement teams, Customer Marketing & Sales and team, Finance team, Global Brand teams, Supply team, agencies and sometimes GCSA Executive team and global brand teams.

Purpose of the role:

• To develop impactful media strategies for our portfolio delivering against our reach, frequency and impact KPIs as well as ROI/CPM and share growth
• To develop and coordinate delivery of the key projects and activities to achieve this growth

Top 5 accountabilities:

• Strategy: Development and delivery of World class Media plans and ecosystems
• Content: rooting the brand and the brand purpose in culture
• Brand Performance: Effective M&E to select and learn from activities. Evaluation plans agreed with key stakeholders. Frequent brand performance and competitor analysis.
• Effective & efficient media spend: monitoring media plan execution to ensure effectiveness of spend and drive efficiencies through regular review of rate cards
• Close collaboration with Consumer Planning & Connection team to ensure delivery of great ATL activities. Excellence in Project Management: Time, cost and quality.

Relationships

• Marketing brand teams, Consumer Planning & Connection, Procurement, Finance
• Marketing Agencies, Global Brand Teams.

KPI’s

Overall

• Achievement of Brand Health Targets
• Achievement of SOV, ESOV & reach targets
• Achievement of market share targets
• Achievement of ROI & CPM targets

Specific

• Activity M&E completed to on time and in quality
• Projects completed OTIFNE and within budget
• Accurate Budget management

About the role:

1) Financial:

• Strong understanding of Cameroon Media landscape and pricing structure allowing GCSA to buy media spaces at best rates
• Delivering strongest media mix plans in order to reach highest reach, frequency and impact with given A&PA&P management for assigned brands. Ensure budget spends are in line with approved plan. Follow correct A&P phasing through GRs.
• Support the productivity agenda by delivering ROI & CPMC targets
• Supports to negotiate media costs of third party suppliers of goods and services(incl ATL & BTL taxes) through procurement

2) Market Complexity:

• The Cameroon alcohol market is a 8.8m EU market with 6.5m EU done in beer & RTD.
• Beer & Spirits brands spend on average xxm XAF per year on media (TV & OOH). TV & OOH are the highest reach channels and especially the OOH landscape is getting very cluttered making the brand impact more difficult. Digital has seen a strong growth in consumers’ life but is yet underused by GCSA.
• The taxation (ATL & BTL) in Cameroon is not well structured, especially BTL tax rates are free to be fixed by the city councils and municipalities. This is making it more complex to get the right information and ensure GCSA complies with the local reglementations in due form.

3) Leadership Capabilities:

Win through execution: essential to advanced

• Act like owners of Diageo by holding self and others to account for highest standards
• Scan the environment constantly and adapt plans with pace
• Inject a restlessness to win
• Demand brilliant execution to ensure we always win at the point of purchase

Inspire through Purpose: essential

• Create meaning, pride and belief for others through Diageo’s purpose
• Build trust and respect in Diageo through open and honest relationships
• Celebrate frequently the impact of living our purpose

Shape the Future: essential

• Insist on sufficient data and insights that quickly move us to action
• Take the wider context into consideration. Be curious and consistently try to experiment to unlock opportunities for growth

Invest in Talent: advanced

• The ability for the person to be active on his development, seek for feedback and act on it at pace
• Act with pace and be resilient in achieving great results

4) Functional Capabilities:

Creates Strategies that Win

• Understanding and providing clarity to brand/business issues and leading the business to win through media mix delivering reach, frequency & impact by creating multi-channel plans and distribute content that comply with Next Generation Marketing (NGM) media principles.
• Uses metrics, measurement and real time optimization to evaluate the effectiveness of A&P spend and uses the information to guide the investment plan.
• Translates strategy in to highly commercial and differentiated plans.

Inspires Agency and cross-functional teams to deliver breakthrough content

• Influential and Inspires work that is rich in flair, encourages people to take risk and delivers results
• Creates joined-up teams and effective ways of working (Brand team/Media Agency team/ Digital Agency team/ Consumer Planning & Connection team)
• Influencer network: Successfully executes the programmes we create with partners in our influencer network.
• Ensures that brands are included in the Cultural Calendar as appropriate to the brand’s purpose, objectives and Marketing business plan.

Leads competition-beating execution

• Takes personal accountability for holistic performance
• Drives agile decision making, makes things simpler.
• Creates culture where brilliant execution is a way of life.
• Recognizes the importance of hitting agreed timings and deadlines without jeopardizing the quality of decision making.
• Consistently applies best practice project management skills to execute marketing programmes with excellence. Finds creative ways of activating the programme to ensure flawless execution and stand-out delivery.

Complies fully with DMC and company processes

5) Qualifications & Experience required

Experience

• Ideally 3-5-year previous work experience in Media, Communication, Marketing, or agency roles outside GCSA including:
  • Exposure to ATL development.
  • Media planning.
  • Agency Management.
  • Budget management.
  • Cross-functional project management (strong sales/commercial liaison and teamwork).

• Experience as company trainee

Qualifications

University degree or tertiary professional qualification in Social Sciences, Communication or Marketing

6) Barriers to Success in Role:

• Inability to manage and influence a spectrum of key stakeholders and elicit buy-in and support.
• Office addict with low interaction with field to connect with consumers and media landscape
• Inability to learn fast, adaptation to a new, flexible role.
• Inability to manage more than one project at the same time.
• Inability to analyse and act with pace.

7) Flexible Working Options:

• 20% mobility rate
• Based in Cameroon

Type d’employé :

Régulier

Site primaire :

Douala

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