Head of Shopper Marketing, CCV

Diageo
Panama
Workplace: OnsiteFull timeFunction: Marketing & GrowthEducation: bachelorsSkills: ["Leadership","Cross-functional collaboration","Stakeholder management","Strategic thinking","Continuous improvement"]

Lead Shopper Marketing for CCV across LAC, owning the shopper agenda and translating brand strategies into shopper-centric activation principles that drive conversion. Build regional shopper understanding and conversion strategy, develop winning moments, shopper activation calendars, category platforms, and toolkits, and embed governance and standards for consistent execution. Partner with Brand Management, Insights, Channel Development, Commercial, and agencies to bridge brand strategy to market execution while building capability and performance measurement across multi-market teams.

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FursaFursa
Diageo
Diageo
1 day ago

Head of Shopper Marketing, CCV

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Last checked: 10 hours agoStatus: Live

Job Summary

Lead Shopper Marketing for CCV across LAC, owning the shopper agenda and translating brand strategies into shopper-centric activation principles that drive conversion. Build regional shopper understanding and conversion strategy, develop winning moments, shopper activation calendars, category platforms, and toolkits, and embed governance and standards for consistent execution. Partner with Brand Management, Insights, Channel Development, Commercial, and agencies to bridge brand strategy to market execution while building capability and performance measurement across multi-market teams.
Location: Panama
Workplace: Onsite
Employment Type: Full time
Job Function: Marketing & Growth
Seniority: Sr. Director level

Key Responsibilities

  • •Define and continuously evolve the regional Shopper Marketing strategy, operating model, governance, and activation principles.
  • •Lead the shopper learning agenda and convert shopper/customer insights into activation strategies and conversion interventions.
  • •Own the development of Winning Moments, annual shopper activation calendars, category platforms, and shopper toolkits with scalable activation standards.
  • •Partner with Brand Management, Consumer & Shopper Insights, Channel Development, Commercial, and agency partners to integrate shopper priorities into planning and execution.
  • •Lead and develop two Shopper Marketing Managers, establish governance and ways of working, and measure performance to drive continuous improvement.

Key Requirements

  • •Bachelor's degree in Marketing, Business Administration, or a related discipline; MBA preferred.
  • •12 years of progressive experience in Shopper Marketing, Brand Marketing, Commercial, or Customer Marketing within FMCG or Spirits.
  • •Proven experience leading regional or multi-market initiatives and developing high-performing teams.
  • •Demonstrated ability to translate insights into scalable commercial activation strategies.
  • •Strong track record influencing senior stakeholders and leading cross-functional transformation initiatives.
Experience:FMCGSpirits
Education:Bachelor's in Marketing or Business Administration (related discipline)
Skills:LeadershipCross-functional collaborationStakeholder managementStrategic thinkingContinuous improvement
Languages:SpanishEnglish

Company Brief

Diageo
Global beverage alcohol company producing and distributing spirits, beer, and ready-to-drink beverages. Owns major brands like Johnnie Walker, Smirnoff, Guinness, and Baileys, operating across multiple markets with a broad retail and hospitality presence.
Industry: Food & Beverage
Company Size: Enterprise (1,001+ employees)
Revenue: USD 1B+
Growth: Public Company
Valuation: Public Company (Market Cap in USD)
Funding: IPO / Publicly Listed
Headquarters: London, United Kingdom
Founded: 1997
WebsiteLinkedIn