Shopper Manager Tusker and Bell job at Diageo

About Us

East African Breweries PLC (EABL) is East Africa’s leading branded alcohol beverage business with an outstanding collection of brands that range from beer, spirits and adult non-alcoholic drinks (ANADs), reaffirming our standing as a total adult beverage (TAB) company.

EABL has extensive operations in Kenya, Uganda and Tanzania with breweries, distilleries, support industries and a distribution network across the region. It also runs a growing export operations business within and outside of the wider Eastern Africa region. The group’s diversity is an important factor in delivering the highest quality brands to East African consumers and long-term value to East African investors.

EABL operates within a multi-cultural, multinational, multi-currency environment, dealing with various regulatory, tax and compliance requirements.

EABL is a Public Listed Company (Plc) listed on the Securities/Stock Exchange in Kenya, Uganda and Tanzania.

Purpose of Role

Lead the development and execution of in-store/bar Shopper Marketing programmes for designated categories and brands. Responsible for crafting commercially viable, insight-led shopper programmes that drive category growth and UBL brand growth ahead of the category, driven with excellence across multiple channels.

Role Dimensions

Market/Function Complexity

• Broad reach across UBL, covering all channels and all brands within the designated category.
• Must operate within Marketing Business Plans while acting on specific category and customer insights to deliver initiatives across multiple divisions and channels.
• Must be the recognised specialist in developing brilliant in-store/bar programmes — balancing creative excellence with commercial rigour.
• The role requires approximately 30% travel across UBL divisions to support field execution and customer engagement.

Financial Accountability (Budget/Revenue)

• Programmes developed by the Shopper Manager directly contribute to delivering UBL’s P&L and the P&L of their designated category/brands.
• Responsible for the in-outlet programme creation budget.
• Measured against UBL growth targets and the key battlegrounds related to designated categories.

Leadership Responsibilities

• Reports to the Head of Customer Marketing.
• Serves as the link between Brand & Consumer Marketing and Commercial teams.
• Key internal stakeholders: Marketing & Brand Managers, Innovation Managers, Innovations Commercialisation Manager, Channel Development Manager, Finance, Supply, Business Integrity and Legal teams.
• Key external collaborators: BTL agencies and key UBL customers — builds positive relationships to deliver differentiated shopper solutions.
• Freedom to deliver best-in-class work within programme parameters, with the directive to drive category and brand growth.

Top Accountabilities

• Develop and own in-store/bar Shopper Marketing programmes for designated categories/brands, from initial brief through to final toolkit development and customer proposition.
• Create category and brand Shopper Marketing programmes designed for scaled execution across multiple channels.
• Ensure all programmes are commercially viable and drive category growth and brand growth ahead of the category.
• Manage the in-outlet programme creation budget, ensuring effective allocation and spend discipline.
• Support execution of programmes in the field and lead final measurement and evaluation (M&E) to assess impact and identify improvement opportunities.
• Build strong relationships with BTL agencies, inspiring them to deliver outstanding work against programme briefs.
• Work closely with key UBL customers to develop differentiated shopper solutions tailored to their channel and shopper profile.
• Collaborate with Channel Development and Innovation Commercialisation Managers to ensure shopper programmes align with trade strategy and innovation launches.

Qualifications, Skills And Experience

• University degree or equivalent experience in Marketing, Business, Commerce or a related field.
• Proven track record in Marketing and/or Sales.
• Strong creative judgement combined with sound commercial understanding of customers and their shoppers.
• Ability to get things done within UBL — strong influencing skills across a broad organisational network.
• Action-oriented: balances strategic thinking with decisive execution.
• Ability to encourage agencies to deliver great work.
• Experience working with key retail or on-trade customers.
• Strong communication, teamwork and stakeholder management skills.

Working with us

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.

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

• Develop and own in-store/bar Shopper Marketing programmes for designated categories/brands, from initial brief through to final toolkit development and customer proposition.
• Create category and brand Shopper Marketing programmes designed for scaled execution across multiple channels.
• Ensure all programmes are commercially viable and drive category growth and brand growth ahead of the category.
• Manage the in-outlet programme creation budget, ensuring effective allocation and spend discipline.
• Support execution of programmes in the field and lead final measurement and evaluation (M&E) to assess impact and identify improvement opportunities.
• Build strong relationships with BTL agencies, inspiring them to deliver outstanding work against programme briefs.
• Work closely with key UBL customers to develop differentiated shopper solutions tailored to their channel and shopper profile.
• Collaborate with Channel Development and Innovation Commercialisation Managers to ensure shopper programmes align with trade strategy and innovation launches.

• Strong creative judgement combined with sound commercial understanding of customers and their shoppers.
• Ability to get things done within UBL — strong influencing skills across a broad organisational network.
• Action-oriented: balances strategic thinking with decisive execution.
• Ability to encourage agencies to deliver great work.
• Strong communication, teamwork and stakeholder management skills.

• University degree or equivalent experience in Marketing, Business, Commerce or a related field.
• Proven track record in Marketing and/or Sales.
• Experience working with key retail or on-trade customers.