Meet Jenny Dobson, Tanqueray and Gordon’s Brand Manager
Hear from Jenny as she discusses innovating some of our most iconic brands and the rising popularity of ‘ready-to-drink’ options.
Feature 10 MAY 2021
Jenny joined the Diageo Sales and Marketing Graduate Programme in 2016, and today she works with our gin brands, Gordon’s and Tanqueray as a Brand Manager.
What has your Diageo experience been like since joining to your current role now?
I joined Diageo on the Sales and Marketing Graduate Scheme in 2016 and have worked in a variety of roles from then until now. From selling Guinness to our On-Trade customers and ensuring they are consistently pouring the ‘perfect pint’, to working on our gin brands where I’ve led media campaigns, culture and influencer partnerships, as well as exciting product launches.
Tell us more about your current role at Diageo?
I’m currently working across our two delicious gin brands, Gordon’s and Tanqueray. As a gin lover, it really is the dream job! Working in Marketing at Diageo requires the perfect mix of analytical rigour and creative ideas. We use data and insight to develop our plans and couple this with creativity to produce campaigns that will deliver real value for our customers and consumers.
Highlights from my role include managing Gordon’s social media and partnership activity including a recent Christmas campaign with Stylist magazine and some of the nation’s best-loved celebs, to working on some of our recent flavour launches such as Gordon’s Mediterranean Orange and Gordon’s White Peach. I also manage our ready-to-drink gin portfolio, recently leading the launch of the new Tanqueray and tonic ready-to-drink cans.
Explain the reasoning behind the Tanqueray and tonic can innovation and what it’s been like behind the scenes to get this to launch and into the hands of customers and consumers.
With summer around the corner and lockdown restrictions easing, we knew people were going to be out and about enjoying a drink with friends in the park or their gardens. For occasions when people want a delicious G&T experience with none of the fuss, we wanted to provide a convenient option that didn’t compromise on taste. That’s why we decided to launch Tanqueray London Dry and Tonic, and Tanqueray Flor de Sevilla and Tonic that recreate our signature serves in every can.
From working with design agencies on the packaging, to working with our supply teams on the production of the cans, to managing photoshoots and creating marketing assets, as well as liaising with our sales teams to ensure customers were ready to launch in store – a lot of exciting work goes on behind the scenes to get products into consumers hands!
What are the most exciting and challenging aspects of launching innovation?
The most exciting part of an innovation project is seeing something come to life from a drawing on a computer screen, to when the first samples are delivered in real life! It’s a huge cross-functional challenge and relies on great teamwork from many people in the business. That is also what makes this such a great role as you get to interact with many different teams and really put your project management skills to the test.
How do innovations have a personal impact as well as affect business performance?
Innovation at Diageo exists to meet the needs of our customers and consumers and ensure we are providing exciting products that can be enjoyed responsibly and in many different occasions. Working on marketing innovation projects is diverse, fast-paced and exciting! As a custodian of our brands, I’m proud to carry on the legacy of the rich heritage and history in which they were founded, as well as having the freedom to explore exciting new ways to deliver unforgettable experiences through our products.