Head of Consumer Connections & Planning, CCV at Diageo · Panama…

Head of Consumer Connections & Planning, CCV

Location: Panama City, Panama

Job Description :

About us

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.

Join us and play your part in making life’s moments mean a little more.

About the function:

About the role:

Purpose of the Role

Lead the Consumer & Shopper Insights function for the market, ensuring consumer, shopper, customer and channel understanding drives category growth, activation excellence and commercial performance.

Act as a strategic partner and trusted advisor to the Category & Brand Director, contributing to key planning processes such as Integrated Business Planning (IBP) and Annual Strategy Conference (ASC), while ensuring insight is translated into clear business actions and growth opportunities.

Drives marketing effectiveness and develops long-term category value while maximizing return on investment.

Establishes clear consumer & shopper insights together with competiive intelligence to imput into functional strategy & execution team to maximize market share gain, resource allocation, execution plans and converstion at the point of sales.

Market Context

Caribbean, Central America, and Venezuela market (CCV) is a very dynamic market with a large geographical footprint (38 countries) that operates mostly under a distributor based RTC model. CCV office hub is in Panama, with dedicated teams located in Dominican Republic & Venezuela. CCV is a Diageo business unit where Scotch category accounts for 70% of sales, predominantly playing in the Premium and Super Premium segments. Diageo share of market in Scotch varies from 45% to 75% across the region – making us the number one player within CCV.

Functional & Leadership Responsibilities

• Best in market Competitive advantage insights (industry, consumer, and shopper)

• Champion consumer-centric thinking by ensuring all brand strategies are rooted in deep consumer, shopper and cultural insight building competencies against the competition.
• Inputs into the LAC long-term Category growth strategy, identifying opportunities to accelerate premiumization, recruitment and value growth across CCV.

• Improve marketing effectiveness through robust measurement and learning plan.

• In Market Learning Plan

• Contribute to Share and Brand Performance narrative

• Executes Consumer & Shopper Insights Generation & Capabilities for the organization
• This Role has 5 direct reports (3 Direct & 2 Indirect).

Key Outputs / Deliverables

• ASC Market Strategy rooted on best in class insights

• Market Business Plan by key brand (rooted on best in class consumer, shopper, industry insights)

• P&L and Market Share gain with clear ROI by discipline

• Best in class Insights Capabilities across the organization

Experience and Required Qualifications

• 12+ years of experience in Consumer & Market Insights either in FMCG companies or agencies.

• Expertise in leveraging deep understanding of consumer & shopper behavior, market & channel dynamics, and emerging trends to drive brand growth and developing innovation.
• Demonstrated strategic thinking to develop a robust learning plan in service of business goals.
• Well versed in consumer and market research fundamentals, integrating multiple sets of information, including shopper research techniques, marketing mix modelling, and other M&E approaches.
• Strong ability to influence decision-makers and stakeholders at all levels of the organization
• Excellent communication and project management skills in fast-paced environments.

• Skilled in AI applied on market research and personal / team productivity.

• People management skills

• Bilingual in English and Spanish (required).

• Willingness to travel up to 20%

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.

Recruitment Scam Warning

Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we'll never ask for money.

Worker Type :

Regular

Primary Location:

Panama City

Additional Locations :

Job Posting Start Date :

2026-10-16