Context / Scope
The Meta Abo breweries vision is to become the most celebrated business in Ethiopia
Our goal is to be ’winning at the moment of choice’ to ensure we are winning bigger and beating the competition. This, along with putting the customer at the heart of everything we do, will deliver sustained, mutual growth for our brands, categories, customers and partners.
Growing our share will be driven by deploying the full portfolio where appropriate and expanding with the market. Currently the beer business has 4 main brands (Meta, Malta, Kuru, and Azmera). Diageo International Premium Spirits are imported through 3rd party distributors, so a deployment of full portfolio within TBA, will be crucial to the growth aspirations of our Ethiopia business.The business is guided by Diageo’s purpose of Celebrating Life, Every Day, Everywhere and in this context consideration is given to operating in a sustainable manner and contributing to the economic and social development of the continent given our scale and reputation on the continent. As a consequence of Diageo activities in Africa, Diageo is regarded as a leading private sector player on the continent and is regularly asked to participate in governmental and non-governmental thinking and actions to support the economic and social development of the continent.
Defines Strategy (F17 – market insight, pricing, promotion, brand objectives)
Monitors performance and course corrects strategy
Localise Global Content with local agency
May creates content for local brands (if sufficiently capable, or will be handed off to ARM flexible expert resource)
Develops media brief
Develops Influencer/PR brief
Develops sampling brief
Develops customer/promotional brief
Develops 365 essentials brief
Conducts M&E evaluation and learnings across the brand
University degree in marketing / business
Strong leadership potential as demonstrated by involvement in school/university leadership roles outside of academic achievements is optional.
Minimum 3-4 years Brand Management experience.
Demonstrable experience in the execution of marketing programmes based on consumer insights - ATL & BTL activities.
Agency management - Experience working with 3rd party agencies and other strategic partners.
Effective Budget management
Effective team player - Proven ability in team-working. Able to demonstrate success in Cross functional Team Working
Computer literacy (Word, Excel, PowerPoint and Microsoft Project)
Ability to learn fast and adapt to a new experience
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