Head of Sales

2 weeks ago

London, United Kingdom Diageo España SA Full time

Head of Sales & Marketing, Old Brewer’s Yard
Old Brewer’s Yard (OBY) is a new Guinness neighbourhood in London that will inspire the best in brewing, food, retail and culture. Consisting of 52,000 square feet of heritage buildings and central courtyard in the historic brewing quarter in Covent Garden, OBY will become a key growth driver for Guinness, placing the brand in culture, driving relevancy and brand saliency amongst a new generation of drinkers. GB is the biggest Guinness market globally and Guinness is enjoying a period of exceptional growth and cultural magnetism, with the brand growing by around 50% since 2019 to the biggest it has ever been in value, volume and market share in the brand’s 264-year history.
The role holder will be responsible for setting and implementing the sales, marketing and digital strategy of a multi-million pound business, and building a progressive digital pathway to deliver this. You will work very closely with the Diageo GB marketing and finance teams to ensure that marketing campaigns and sales activity are closely aligned to deliver quality sales and brand saliency.
This role will craft and ignite OBY commercial growth strategy and help lead the future development of the business. The role requires a deep understanding of how to drive footfall into visitor experiences and food and beverage venues. This person will have a strong ability to drive quality growth, help build world class experiences, understand the digital landscape and have a strong creative and innovative flair. They will also possess sound commercial judgement, outstanding leadership and marketing skills, and have a ruthless focus on world class execution.
The type of person we are looking for is bursting with energy and drive. You will be passionate about a digital first approach and the role technology can play in brand and visitor experiences. You will be accountable for creating a strong commercial organisation and implementing the marketing programs necessary to step-change profitability and growth creation.
Achieve targets in customer acquisition, yield/occupancy management, sales, revenue, and profit targets
Analyse the performance and value of marketing plans, campaigns, new product launches, brand activations and seasonal promotions
Develop an end-to-end digital strategy to meet commercial targets and deliver on Guinness Brand objectives. Take full ownership of the OBY website to ensure that it meets clearly defined performance metrics.
Lead the Data and CRM strategies and plans for OBY to ensure that the business both collects high quality, opted in data, and designs CRM campaigns to drive repeat visits or repeat retail spend
Develop a programme of annual events that lead to cut through in culture and communion in a way that OGCD (Only Guinness Can Do) and that support the local community
Work closely with the Marketing/Brand, Innovation, Retail and Finance teams to develop products and experiences that grow quality sales and support brand saliency
Eight years plus in a marketing or sales leadership position with an FMCG company, international visitor attraction, large scale event management company, travel, hospitality brand or specialty retailer. Track record of achieving operational metrics yield/occupancy management, sales, revenue and profit targets.
Proven ability to develop sales and growth plans across multiple platforms, including digital, and to develop yield and pricing strategies to optimise revenue.
Proven track record in building strategic marketing plans that have influenced a major market, visitor attraction or retailer.
Experience and understanding of implementing end to end digital strategy including D2C e-commerce with proven commercial and brand advocacy results.
Ability to navigate and understand the end-to-end digital landscape, world class website development, SEO and experience of working with CRM systems.
Previous experience developing and maintaining commercial partnerships and ecosystems within the FMCG, event, retail or hospitality sector.
Ability to ensure the right data and analytic infrastructure is in place and to use data to organise and interpret campaign results.
This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we’re building are rooted in culture and local communities. Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Just bring your ambition, curiosity and ideas, and we’ll celebrate your work and help you reach your fullest potential.

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