Head of Customer Marketing Off-Trade

Job Title

Head of Customer Marketing Off-Trade

Location

Hamburg, Germany

Contract terms

Permanent

About the Function

Sales is where our brands meet the real world. 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.

About the role

Top Accountabilities

• Orchestrates the annual activation calendar across customers and channels, balancing business priorities, shopper opportunities and customer needs.
• Drives Excellence in Execution by establishing best-in-class activation standards, continuously challenging the status quo and ensuring consistent implementation across all off-trade touchpoints.
• Aligns and steers execution priorities in close partnership with the National Field Force Manager to maximize in-store impact and return on investment.
• Partners with Commercial Off-Trade Channel and Category Leads to develop customer-centric and competitive omnichannel growth plans.
• Leads the development of customer activation strategies, commercial selling stories and negotiation support materials for annual customer business planning and negotiation cycles.
• Owns performance management of Off-Trade BTL activation investments, ensuring spending decisions are rooted in clear KPIs and robust post-evaluation processes to drive continuous improvement.
• Leads and develops a high-performing Customer Marketing Off-Trade team of 5, fostering a culture of accountability, collaboration and continuous improvement.
• Builds organizational capability and succession pipelines within the team to ensure sustainable business performance.

Qualifications

• Bachelor’s degree in Business, Marketing, Economics or related field; MBA or relevant Master’s degree preferred.
• Strong expertise in Shopper Marketing, Customer Marketing and Commercial Planning.
• Good understanding of Category Management and Category Development principles.
• Solid knowledge of the DACH retail landscape and customer environment.
• Advanced analytical skills and experience with tools such as Excel, Power BI and shopper panel data sources (e.g. NielsenIQ).
• Experience 8+ years of experience in FMCG/Consumer Goods, including significant exposure to customer-facing commercial roles.
• Proven track record in developing and executing channel- and customer-specific activation strategies and commercial plans.
• Demonstrated leadership experience, including coaching and developing high-performing teams.
• Experience managing significant activation budgets and investment allocation decisions.
• Strong ability to influence senior stakeholders and drive alignment across functions.
• Demonstrated ability to operate effectively at the intersection of Sales, Marketing and Category functions.
• Experience working in complex matrix organizations and leading cross-functional initiatives.

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

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

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.

Company Overview

With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 29,000 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 ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world. Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you’ll collaborate with talented people from all corners of the world. Together, you’ll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of. With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you’ll be empowered to be you. Just bring your ambition, curiosity and ideas, and we’ll celebrate your work and help you reach your fullest potential.