Job Title: Shopper Marketer
About the Function
This team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to make sure our brands are part of moments that matter everywhere.
It’s a dynamic, people-focused environment where curiosity, commercial thinking and strong relationships make the difference. You’ll have the opportunity to grow your network, develop your skills and see the direct impact of your work every day.
Purpose of Role
The Shopper Marketer role at East African Breweries Limited (EABL) is a key trade marketing position responsible for developing and implementing in-store/bar programs for a designated category or brand). This role acts as the "bridge" between brand marketing (conceptualization) and customer marketing (execution), focusing on driving physical availability, shopper insights, and category growth at the "moment of choice".
The Shopper Manager – Premium Spirits is responsible for driving premiumisation and conversion at the point of purchase by translating brand strategy into world-class shopper experiences across retail and on-trade environments.
This role is responsible for developing and implementing channel strategies to drive sales, distribution, and market penetration through premium core retail and distribution channels. This role involves building a strategy and framework geared towards optimizing channel performance and collaborating with cross-functional teams to achieve business objectives.
Role Responsibilities
· Channel Marketing and Promotioncreate and carry out marketing and promotional campaigns customized for particular channels and brands to increase traffic, enhance sales, and raise brand awareness. Collaborate with marketing and creative departments to produce channel-specific marketing materials, Point of Sale (POS) displays, and promotional content. Track and evaluate the effectiveness of marketing and promotional activities by measuring return on investment. Modify approaches as needed.
· Shopper Marketing Strategy: Craft category and brand Shopper Marketing programs for scaled execution across multiple channels (on-trade/bars and off-trade/retail).
· In-Outlet Program Execution: Manage the cycle of in-outlet brand programmes, from initial brief to toolkit development, customer proposition, and final measurement & evaluation (M&E).
· Commercial Accountability: Own the in-outlet programme creation budget and deliver category growth (driving brand growth ahead of the category).
· Agency Management: Lead BTL (Below-the-line) marketing agencies to deliver high-quality, industry-leading POS materials and activations.
· Cross-functional Leadership: Work with Sales, Brand, and Supply teams to align on marketing business plans
· Distribution Management: optimize product distribution strategies to improve availability, reach, and shelf presence in target channels and markets; monitor and evaluate distribution network performance, finding opportunities for expansion, consolidation, or optimization; develop sales plans, targets, forecasts to drive market share growth.
· Market Analysis and Insights: conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape; apply market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel; stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance.
· Budget Management: develop and manage the category/brand budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and return on investment potential. Optimize spending to improve channel impact and efficiency.
· Governance: Ensure End To End (E2E) compliance of set standards in Channel & Shopper activities, agency management and Resource Utilisation.
Experience / skills required:
Key Skills & Competencies
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, attitudes, 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.
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.
Worker Type :
Regular
Primary Location:
Portbell Brewery
Additional Locations :
Job Posting Start Date :
2026-06-02
Diageo's official LinkedIn account. We're a global leader in premium drinks, across spirits and beer, a business built on the principles and foundations laid by the giants of the industry.
With over 200 brands sold in 180 countries, our portfolio has remarkable breadth. From centuries-old names to exciting new entrants, and global giants to local legends, we're building the very best brands out there, and with over 30,000 talented people based in over 135 countries, we're a truly global company. With such diversity, we're able to truly represent our broad consumer base and think differently about the future.
To maintain our position as leaders in the alcoholic beverage market, we always invest in the future and are mindful of the impact we have. Because just like the legends of our past, we're here to raise the bar – for people as well as the planet.
