Job Title: Emerging Channels Manager
Organisation: Diageo (Uganda Breweries)
Duty Station: Kampala, Uganda
About Organisation:
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.
Job Summary: To develop and execute the Emerging Channels strategy (DTEU, 3rd & 4th Space, and E-commerce collaboration), delivering commercial results while creating compelling, culturally relevant, consumer-first experiences. The role owns the performance, capability, and expansion of these channels ensuring they contribute significantly to the Annual Operating Plan (AOP) and Diageo’s long-term growth ambition.
Key Duties and Responsibilities:
Channel Strategy, Planning & Commercial Execution
- Own and evolve the Emerging Channels Strategy (DTEU, 4th Space & 3rd space) with a clear roadmap that supports AOP delivery.
- Define and develop tailored route-to-consumer (RTC) models that reflect evolving consumer behavior, using digital tools, insights, and cultural trends.
- Create and deliver channel-specific Joint Business Plans (JBPs) with partners and stakeholders to unlock growth.
- Set and steward channel KPIs, ensuring flawless execution, performance tracking, and course correction.
- Embed measurement and evaluation tools that link activity to NSV, volume, profit, and ROI.
Direct-to-End-User (DTEU) Leadership
- Build the DTEU proposition for Uganda, delivering ‘moments that matter’ at consumers’ convenience—whether it’s gifting, ‘dial-a-party’, or concierge experiences.
- Drive commercial partnerships and bundled offerings that elevate brand accessibility and visibility beyond traditional retail.
- Lead execution of Always-On Gifting, DIY party bundles, personalized brand engagement, and logistics partner integration.
- Collaborate with the e-commerce team to ensure back-end readiness, last-mile delivery, consumer data capture, and channel-specific activations.
3rd & 4th Space Activation & Experience Creation
- Design and lead immersive, experiential activations that connect consumers with our brands in unconventional cultural spaces, from private soirees and rooftops to curated lifestyle events.
- Ensure brand experiences meet Diageo’s standards of execution, delivering prestige, advocacy, and brand love.
- Work closely with advocacy and brand teams to integrate mixology, serve rituals, and storytelling into every event.
- Develop a quarterly and annual calendar of 3rd & 4th Space activities that amplify product trial, premium storytelling, and portfolio education.
Strategic Partnerships & E-Commerce Collaboration
- Build and nurture commercial and operational partnerships that strengthen execution across DTEU, 3rd & 4th Spaces.
- Act as the bridge between Emerging Channels and E-commerce—supporting day-to-day digital activations, platform readiness, and fulfillment models.
- Collaborate with the marketing, commercial ops, and IT teams to ensure seamless omnichannel experiences for consumers.
- Leverage e-commerce data and insights to optimize campaign planning and performance.
Capability Building & Team Leadership
- Lead, coach, and inspire a small team of internal and 3rd-party agency resources to execute brilliantly.
- Partner with global and regional teams to roll out best practice models and toolkits from more mature Diageo markets.
- Develop training programs for partner agencies, brand teams, and outlet staff to drive consistency, compliance, and cultural alignment.
What Success Looks Like:
- Emerging Channels contribute +5% of NSV to business performance.
- DTEU, 3rd & 4th Spaces become culturally relevant, commercially viable, and consumer-loved platforms.
- Seamless partnership with E-commerce drives brilliant delivery of marketing and sales activations.
- Quarterly and annual activity calendars are executed with excellence, efficiency, and clear ROI.
- Strategic partnerships drive reach, visibility, and advocacy.
- High team engagement and capability uplift across internal and external partners.
Qualifications, Skills and Experience:
- Bachelor’s degree in business, Marketing, Sales, or related field.
- Postgraduate certification in Digital Marketing, Customer Experience, or Project Management is an added advantage.
Experience:
- 5+ years of experience in Sales, Trade Marketing, or Consumer Marketing within FMCG or premium goods sectors.
- Proven track record in project management and launching innovative commercial models.
- Experience with experiential marketing, D2C, or e-commerce enablement highly preferred.
- Ability to handle agency relationships and work cross-functionally in a matrixed environment.
Capabilities & Mindset:
- Commercial Acumen: Understands channel profitability and can optimize spend for NSV and margin growth.
- Innovative Thinking: Embraces ambiguity and thinks beyond traditional models to create future-ready solutions.
- Cultural Intelligence: Understands cultural cues and uses them to create relevant, modern brand moments.
- Collaboration & Influence: Can align diverse stakeholders across sales, marketing, digital, and external partners.
- Executional Discipline: Delivers brilliantly against plans with an eye for detail, operational efficiency, and ROI.
- Leadership: Leads by example and builds team capability through coaching, feedback, and empowerment.
- Compliance & Governance:
- Ensure full adherence to Diageo’s Code of Business Conduct and compliance frameworks.
- Partner with Commercial Operations to track spend, handle assets, and ensure documentation for GAR audits.
- Ensure adherence to safety, legal, and ethical standards in all aspects of execution, particularly in consumer-facing experiences.
How to Apply:
If you desire to join the world’s leading premium drinks business, Diageo, in the aforementioned capacity, please click web link below.
Deadline: 30th June 2025
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