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Baileys senior global planning manager

Dublin
Diageo Great Britain Ltd
Planning manager
€80,000 - €100,000 a year
Posted: 12h ago
Offer description

Baileys Senior Global Planning Manager

Baileys is one of the top five global giants within the Diageo portfolio representing the lion's share of the liqueur category worldwide. In 2016, the brand was repositioned as an adult treat due to its product truth – part booze, part cake, pure pleasure. This strategic shift has been transformational in unlocking new value pools to source growth from.

Our marketing team are creators, helping to build and nurture some of the world's most loved brands. We craft amazing connections with people around the world to celebrate our brands' legacies and reimagine them for the world today, and into the future. Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies.


About the role

Baileys is looking for a seasoned planner to collaborate with us in driving growth by uncovering insights and identifying key growth drivers within our existing strategy.

Treating has never been more relevant. Little Treat Culture is taking over social feeds, and key treating categories such as coffee, chocolate, and ice cream are experiencing stellar growth rates across the world. With some of the top performing spirits work and industry‑leading ROIs across markets, this is your chance to join a high‑performing team and deliver career‑defining work.

There is a clear recipe for success:

* Category: Anchor Baileys in the adult treats category with delicious Baileys (part cake; part booze; pure pleasure) at the heart
* Behaviour: Develop a deep understanding of shopper behaviour both within TBA and adult treating to unlock new adult treating occasions that will drive recruitment and incrementality
* Playful Brand World: A consistent, playful, impulsive brand world representing Baileys point of view
* Purpose informs all brand activity: Baileys is your co‑conspirator in the pursuit of pleasure
* Integration across the brand: Mental and physical availability working together to maximise impact and build KBAs. This is essential given our focus on deploying an impulse‑driven marketing model
* We are now looking to make the next breakthrough. Join us as we flip this delicious adult treat brand into a famous show‑stopper


Key outcomes

* Provide expertise and leadership to shape the future of our Marketing Brand Plans by delivering deep insights into consumers, trends, and behaviours that influence authentic recruitment and growth
* Partner with the GBD, global brand teams, and local markets to define strategic opportunities for brand, portfolio, and market growth
* Be the driving force to combine data, insights, and innovation to create meaningful connections
* Influence senior stakeholders and key markets to make the right consumer‑and‑shopper‑led strategic decisions, instigating change where needed and creating conditions for future growth
* Champion creativity with precision by ensuring data-driven decisions using Catalyst and other M&E tools to improve A&P effectiveness
* Stay attuned to consumer trends and opportunities that shape how people treat themselves and socialize today
* Partner with the GBT to prepare Marketing Brand Plan (MBP) guidance
* Key interfaces include Brand Directors (GBT’s), project leads, innovation teams, in‑market brand teams, Global CP team, market Consumer Planning teams, Marketing Effectiveness team, and agency partners


Functional Skills

* Extensive experience in similar roles, ideally within FMCG organisations
* Agency experience (advertising, marketing, or market research) is beneficial. Must have experience managing insight partners and running workshops, insight, or creative sessions
* Strong quantitative and qualitative research skills. Able to draw deep conclusions beyond what is presented in a deck to guide thinking


Leadership Skills

* Thrives in a fast‑paced, constantly changing environment with high ambiguity
* Excellent communication skills and ability to interact with people across different backgrounds, seniority levels, and cultures
* Deliver results at pace with a commitment to outstanding delivery
* Confident to challenge existing thinking and beliefs on shopper, consumer, brand, and activity strategies
* Global perspective on culture, consumers, and customers, combined with curiosity about evolving consumer behaviours and attitudes
* Excellence in execution: expertise in translating insights into tangible consumer and customer‑facing initiatives, providing guidance and coaching for brand/marketing managers, and inspiring strategic thinking while ensuring insight implementation


Flexible Working Statement

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.

Our purpose is to celebrate life, every day, everywhere, creating an inclusive culture where everyone feels valued and can belong. We embrace diversity in the broadest possible sense, welcoming and celebrating people for who they are.

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 the next level and build new ones, shaping the next generation of celebrations for consumers worldwide.

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

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

To be considered for this role you will be redirected to and must complete the application process on our careers page. To start the process click the Continue to Application below.

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