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Consumer Planning Manager L Gin, Luxury & Positive Drinking @Diageo
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WORK HISTORY
Consumer Planning Manager L Gin, Luxury & Positive Drinking @Diageo
Lead the consumer growth agenda for Gin and Luxury brands in Brazil while shaping the Positive Drinking strategy at category and brand level- Define and embed consumer-led growth priorities into annual brand planning and 3-year roadmaps- Translate consumer, cultural and market intelligence into portfolio and positioning decisions- Own brand equity diagnostics and performance narratives (penetration, share, salience, distinctiveness), influencing investment priorities- Lead the research roadmap, ensuring innovation and communication strategies are insight-led and commercially grounded- Partner with Marketing, Innovation and Corporate Relations to embed responsible drinking into business strategyBusiness Impact- Contributed to a consumer-led turnaround of the Gin category by reframing occasions and simplifying consumption rituals- Strengthened Tanqueray’s brand equity, delivering significant uplifts in Meaningfulness, Distinctiveness and Salience- Elevated Positive Drinking from compliance narrative to strategic growth pillar, influencing LT discussions and long-term planning
EDUCATION
Faculdade Cásper Líbero
Publicidade e Propaganda, Publicidade
ESPM
Pós Graduação em Gestão Empresarial com ênfase em Marketing, Gestão de Marketing
ABOUT VIVIAN JENCKEL
Consumer strategy and insights leader with 10+ years of experience translating consumer, cultural and market intelligence into growth decisions for global CPG brands.Currently leading Consumer Planning for Gin, Luxury and the Positive Drinking agenda at Diageo Brazil, shaping brand positioning, portfolio priorities and category expansion initiatives.I operate at the intersection of data, culture and business — connecting evidence-based insight to brand investment, innovation and long-term growth roadmaps.My experience spans category turnaround, brand equity strengthening and embedding responsible drinking into core business strategy.I\'m passionate about building brands that grow through distinctiveness, relevance and sustainable impact.
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