Customer Marketing Manager

Guinness Nigeria Plc is a major market for Diageo: Guinness Nigeria operates in the unique and fast-growing alcohol industry of over 15mhl beer potential. It is the only company that does Total Beverage Alcohol (TBA) in Nigeria. It’s an on-trade-dominated market but with a fast-growing off-trade channel.

We are recruiting to fill the position below:

Job Title: Customer Marketing Manager

Job Requisition ID: JR1131090
Location: Ikeja, Lagos
Employment Type: Full-Time

About the role 

• To drive the development and execution of customer marketing plans for Diageo Nigeria’s IPS business through effective collaboration with the IPS Partner.
• The role translates Diageo’s brand and commercial strategies into jointly planned customer marketing initiatives that strengthen brand presence, drive customer engagement and contribute to sustainable business growth.
• Working closely with the IPS Partner and internal cross-functional teams, the Customer Marketing Manager ensures alignment on business priorities, effective planning and execution of activations, disciplined deployment of marketing investments and measurement of business outcomes.
• The role serves as the key customer marketing interface between Diageo and the IPS Partner, driving execution excellence, partner alignment and continuous improvement within the partnership model.

Key Responsibilities
Joint Business Planning and Customer Marketing Strategy:

• Translate Diageo’s brand strategies and commercial priorities into customer marketing plans aligned with the IPS business objectives.
• Work with the IPS Partner to develop and agree joint customer marketing plans, activation calendars and execution priorities.
• Identify opportunities to improve brand visibility, customer engagement and commercial performance through relevant customer marketing initiatives.
• Ensure plans are informed by market insights, customer needs, channel dynamics and business performance.
• Align customer marketing activities with Diageo’s brand priorities and the IPS Partner’s business objectives.

IPS Partner Collaboration and Relationship Management:

• Build and maintain a strong working relationship with the IPS Partner to deliver agreed customer marketing objectives.
• Serve as the key interface between Diageo’s customer marketing function and the IPS Partner on planning, activation and performance management.
• Drive alignment on activation priorities, resource requirements, investment plans, roles and responsibilities.
• Influence the IPS Partner to deliver agreed customer marketing commitments and uphold Diageo’s brand and execution standards.
• Establish regular planning and performance review meetings to assess progress, resolve challenges and agree corrective actions.
• Share insights, recommendations and best practices to strengthen the effectiveness of the partnership.

Customer Marketing Activation and Execution:

• Lead the planning, coordination and monitoring of customer marketing activities executed in collaboration with the IPS Partner.
• Develop clear activation briefs, implementation plans, activity calendars and execution guidelines.
• Coordinate the delivery of approved customer and trade activations, brand visibility initiatives, consumer engagement programmes, events and other relevant marketing activities.
• Ensure timely execution and adherence to agreed quality standards, brand guidelines and responsible marketing requirements.
• Monitor in-market execution, identify gaps and work with the IPS Partner to implement corrective actions.
• Evaluate activation outcomes and incorporate lessons learned into future planning.

Marketing Investment and Business Effectiveness:

• Collaborate with the IPS Partner to develop customer marketing investment plans aligned with agreed business priorities.
• Monitor approved budgets, expenditure and implementation against agreed plans.
• Assess activation effectiveness against defined KPIs, including execution quality, customer engagement, brand visibility and relevant commercial outcomes.
• Work with the IPS Partner and internal Commercial Finance and Business Effectiveness teams to improve investment transparency and effectiveness.
• Conduct post-activation reviews and recommend improvements to future activities and investment allocation.
• Ensure customer marketing resources are deployed efficiently and in line with established approval processes.

Cross-Functional Stakeholder Management:

• Collaborate with Sales, Brand Marketing, Commercial Finance, Category Development and other relevant internal teams to deliver integrated customer marketing plans.
• Align internal stakeholders and the IPS Partner on objectives, deliverables, timelines and performance expectations.
• Provide feedback on market developments, customer opportunities, activation results and business performance.
• Support the Head of Customer Marketing & Business Effectiveness, APM, in implementing customer marketing frameworks, standards and best practices.

Performance Management, Governance and Continuous Improvement:

• Establish clear KPIs and reporting mechanisms for customer marketing activities delivered directly and with the IPS Partner.
• Track performance against agreed plans, budgets, timelines and execution standards.
• Ensure timely reporting, post-activation reviews and implementation of agreed improvement actions.
• Ensure all activities comply with Diageo policies, responsible marketing standards, applicable laws and financial controls.
• Drive continuous improvement through performance insights, structured reviews and effective ways of working.

Key Performance Indicators

• Delivery of agreed joint customer marketing plans and activation commitments.
• Quality, consistency and timeliness of in-market execution.
• Contribution of customer marketing activities to agreed commercial and brand objectives.
• Effectiveness and governance of customer marketing investments.
• Strength of collaboration and alignment with the IPS Partner.
• Improvement in brand visibility, customer engagement and relevant execution measures.
• Timeliness and quality of performance reporting and post-activation reviews.
• Compliance with Diageo standards, responsible marketing requirements and financial controls.