Customer Marketing Manager

Job Title- Customer Marketing Manager

About us-

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks

company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you’ll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

Given that US sanctions regulations apply to Cuba and the need to ensure absolute compliance to these regulations, this creates a degree of complexity and special management of the brand within Diageo.  It is important to note that no “US person” shall be considered for this role.  “US person” is defined in the US sanctions regulations to include individuals who are citizens or residents of the United States, including any current “green card” holders. 

About the Function-

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. Using our genius and creativity, we unlock our brands’ uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we’re celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you’ll be celebrated and supported in our inclusive culture.

Role Summary

The Customer Marketing Manager for Ron Santiago de Cuba will play a pivotal role in developing and executing customer‑focused marketing plans that accelerate brand performance across the GB market. This role sits at the intersection of brand strategy, customer activation, and commercial execution—ensuring that RSdC shines across priority channels, key retail partners, and the on‑trade.

You will be the go-to expert on how the brand shows up in‑customer, driving visibility, conversion, and advocacy while supporting the commercial team with best‑in-class materials, insights, and activations.

Key Responsibilities

1. Customer Activation & Channel Strategy

• Translate the Ron Santiago de Cuba brand strategy into powerful customer marketing plans for GB retail and on‑trade.

• Develop tailored activation toolkits for key customers, ensuring seamless execution at point of purchase.

• Partner with commercial managers to build joint business plans that strengthen distribution, visibility, and rate of sale.

2. Trade Marketing & POS Development

• Own the creation, production, and deployment of RSdC point‑of‑sale materials across priority channels.

• Ensure all trade assets reflect the brand world, premium positioning, and tone of voice.

• Manage the POS budget efficiently and track ROI of all trade marketing investments.

3. Commercial Support

• Provide the sales team with compelling sell‑in stories, decks, shopper insights, and activation toolkits.

• Support customer meetings with data‑led category rationale and activation recommendations.

• Track performance across key customers, identifying growth opportunities and tactical levers.

4. Brand Execution Excellence

• Ensure consistent, high‑quality execution of the brand across the GB market, adhering to global guidelines.

• Work closely with the global RSdC brand team to localise global assets for GB needs.

• Manage the brand calendar across customers and channels, coordinating launches, campaigns, and activation bursts.

5. Insights, Performance & Reporting

• Monitor channel, shopper, and category insights to inform execution plans.

• Analyse the commercial impact of customer activations and recommend ongoing improvements.

• Track competitor activity across the rum category, identifying threats and opportunities.

6. Cross‑Functional Collaboration

• Work closely with brand marketing, commercial, finance, supply chain, and global brand partners.

• Build strong relationships with external agencies (creative, POS, activation, shopper marketing).

About You:

Essential

• Experience in customer marketing, trade marketing, shopper marketing, or commercial roles (ideally within FMCG or drinks).

• Strong understanding of retail and on‑trade environments.

• Ability to translate brand strategy into customer‑specific activation plans.

• Great project management and organisational skills.

• Excellent communication skills—able to influence both internally and externally.

• Data‑driven mindset with the ability to interpret insights and turn them into action.

Preferred

• Experience working with premium spirits brands.

• Knowledge of the rum category and GB drinks market.

• Experience managing agencies and budgets.

Competencies

• Commercial competence

• Collaboration and business partner management

• Creative problem‑solving

• Critical thinking

• Accountability and ownership

• Passion for building brands in‑customer

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.

Diversity statement-

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.

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

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