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’s category globally. 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.
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 like 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 showstopper.
Key outcomes
* Provide expertise & leadership to shaping the future of our Marketing Brand Plans by providing a deep understanding of consumers, trends and behaviours that influence how we authentically drive recruitment and share growth.
* Partner with the GBD, global brand teams and local markets to define and articulate strategic opportunities for the brand, portfolio and market growth.
* Be the driving force to effectively combine data, insights and innovation to drive meaningful connections.
* Effectively influence senior stakeholders and key markets to make the right consumer & shopper led strategic decisions to instigate change where necessary and create the conditions for future growth.
* Champion creativity with precision by ensuring that we make data-driven decisions, using Catalyst and other M&E tools to improve our A&P effectiveness.
* Have your finger on the pulse in relation to consumer trends and the opportunities these present in leading and shaping how people both treat themselves and socialise today.
* Partner with the GBT to prepare Marketing Brand Plan (MBP) guidance.
* Key interfaces: Brand Directors (GBT’s) and project leads, Innovation teams, in-market brand teams, Global CP team, key market Consumer Planning teams, Marketing Effectiveness team and agency partners.
Functional Skills
* Extensive experience in similar roles ideally within FMCG organisations.
* Experience of an agency environment is beneficial (advertising, marketing or market research), and must have experience of managing insight partners and running workshops / insight / creative sessions.
* Strong experience in quantitative research and qualitative research. Can draw deep conclusions beyond what is presented in a deck to make connections and guide thinking.
Leadership Skills
* Thrives in a fast-paced, constantly changing environment and can work with high ambiguity
* Great communication skills and ability to interact with those of a variety of different backgrounds and levels of seniority, as well as different cultures and perspectives.
* Delivering Performance: Knowing when and where to intervene, delivering at pace with a commitment to outstanding delivery of results.
* Confident to challenge existing thinking / beliefs on our shopper, consumer, brands and activities
* Shape the Future: Has a global perspective on the world and in touch with culture, consumers and customers along with a deep curiosity for ever evolving consumer behaviours and attitudes
* Excellence in Execution: Expertise in translating insights into tangible consumer & customer facing initiatives and by providing guidance and coaching for the brand / marketing managers. Important to have the ability to inspire with strategic thinking but has the ability to see insights through to execution.
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. 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 the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.
Worker Type
Regular
Primary Location
St James Gate
Job Posting Start Date
2025-10-10
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