Background

Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.

Purpose of Role:

Ensure priority customers experience one connected EABL team that is easier to work with, delivers reliable service and grows customer categories.

Ensure customer and channel growth translates into stronger profit, better investment productivity and sustainable value for customers, consumers and EABL.

Top Accountabilities

Regional Go-to-Market (GTM) & Route-to-Consumer (RTC) Excellence

• Define regional GTM principles, market archetypes and minimum channel standards across EABL markets.
• Establish channel frameworks and success criteria for On Trade, Modern Trade, Convenience, Traditional Trade, Wholesalers, Distributors, Digital and B2B.
• Own the regional frameworks for RTC, Distributor Excellence and strategic RTM partnerships.
• Establish best-practice standards for outlet coverage, service frequency, execution quality and route productivity.

Strategic Partnerships & Commercial Capability Development

• Create and govern a Strategic Regional Partnerships platform to elevate EABL's external partnerships and expand route-to-market reach and execution effectiveness.
• Define the regional partnership architecture, operating principles and value realization framework for key strategic partners.

Revenue Growth Management (RGM) & Commercial Effectiveness

• Lead the development and deployment of regional Revenue Growth Management frameworks, methodologies and capabilities.
• Establish regional standards for customer profitability, price/mix optimization, promotional Return on Investment, trade investment effectiveness and cost-to-serve analysis.

Customer Development Strategy & Value Creation

• Define the EABL Customer Development value-creation framework.
• Establish integrated customer planning standards encompassing category growth, assortment, innovation, activation, pricing, promotions, supply, data-sharing and joint value creation.
• Define regional requirements and priorities for Outlet IQ, On-Shelf Availability (OSA), route visibility and other commercial enablers, with Digital & Technology responsible for technical delivery.

Qualifications, Skills and Experience:

• Degree holder
• Minimum 7 years’ leadership and execution experience in a similar role, either within an FMCG (incl. drinks/luxury) environment or within the trade environment (e.g., hotel, bar or restaurant senior F&B experience)
• Solid understanding of P&L and budget management.
• Ability to lead, coach, and develop a team.
• Strong commercial and financial planning and decision-making skills, including channel profitability and targeted trade investment management.
• A passion for luxury and Reserve with an understanding of competitors, distributors and key customers: their businesses and particularly their shoppers/consumers in the Reserve universe
• Outstanding relationship skills: proven ability to network and influence across functions and levels.
• Knowledge and ability to coach others
• Experience of change management, complex stakeholder management and participation in leadership teams.
• Cross functional and multi-cultural working experience

• Define regional GTM principles, market archetypes and minimum channel standards across EABL markets.
• Establish channel frameworks and success criteria for On Trade, Modern Trade, Convenience, Traditional Trade, Wholesalers, Distributors, Digital and B2B.
• Own the regional frameworks for RTC, Distributor Excellence and strategic RTM partnerships.
• Establish best-practice standards for outlet coverage, service frequency, execution quality and route productivity.
• Create and govern a Strategic Regional Partnerships platform to elevate EABL's external partnerships and expand route-to-market reach and execution effectiveness.
• Define the regional partnership architecture, operating principles and value realization framework for key strategic partners.
• Lead the development and deployment of regional Revenue Growth Management frameworks, methodologies and capabilities.
• Establish regional standards for customer profitability, price/mix optimization, promotional Return on Investment, trade investment effectiveness and cost-to-serve analysis.
• Define the EABL Customer Development value-creation framework.
• Establish integrated customer planning standards encompassing category growth, assortment, innovation, activation, pricing, promotions, supply, data-sharing and joint value creation.
• Define regional requirements and priorities for Outlet IQ, On-Shelf Availability (OSA), route visibility and other commercial enablers, with Digital & Technology responsible for technical delivery.

• P&L and budget management
• Ability to lead, coach, and develop a team
• Commercial and financial planning and decision-making skills
• Channel profitability
• Targeted trade investment management
• Understanding of competitors, distributors and key customers
• Relationship skills
• Networking and influencing across functions and levels
• Coaching others
• Change management
• Complex stakeholder management
• Participation in leadership teams
• Cross functional and multi-cultural working experience

• Degree holder
• Minimum 7 years’ leadership and execution experience in a similar role, either within an FMCG (incl. drinks/luxury) environment or within the trade environment (e.g., hotel, bar or restaurant senior F&B experience)