Head of Shopper Marketing (CCV)

About the role

The Head of Shopper Marketing (CCV) leads Diageo’s shopper‑marketing capability across the Consumer‑Choice‑Value (CCV) portfolio, shaping how brands connect with shoppers at the point of purchase. Reporting to senior commercial leadership, this senior role translates brand strategy into shopper‑centric activation principles that drive purchase decisions and commercial growth.

Key responsibilities

• Define and own the shopper agenda for CCV, turning brand strategies into actionable shopper‑centric plans.
• Develop strategic frameworks, governance models and activation standards that enable consistent execution across diverse markets while allowing local adaptation.
• Build and nurture a high‑performing shopper‑marketing team, including two direct reports, and embed shopper‑centric thinking across Brand Management, Commercial and Customer Planning functions.
• Partner with Channel Development and Brand Management to ensure shopper insights inform commercial planning and execution.
• Manage stakeholder relationships across multiple markets and seniority levels, driving alignment and execution of shopper‑focused initiatives.
• Monitor and analyse shopper behaviour, channel dynamics and market trends to continuously improve conversion and growth.

Required profile

• Proven senior leadership experience in shopper marketing or related consumer‑goods marketing functions.
• Strong track record of building capability, leading teams and influencing cross‑functional stakeholders.
• Deep understanding of shopper behaviour, channel dynamics and distributor‑led environments, preferably within the LAC region.
• Strategic thinker with the ability to translate insights into commercial‑ready activation plans.

Required skills