Diageo Context
Diageo was created in 1997 but its business is built on the principles and foundations laid years before by giants of the industry - Arthur Guinness, John Walker, Elizabeth Cumming and many more. Today, Diageo is a world class leader in beverage alcohol, producing an outstanding collection of over 200 brands and owning the top two largest spirit brands in the world, Johnnie Walker and Smirnoff and 20 of the world's top 100 spirit brands. Its portfolio also includes Crown Royal, J&B, Buchanan's and Windsor Whiskies, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo has built a strong platform for growth - through investment in its own brands, and by acquisition to broaden the geographical footprint and category depth and range. The company's strong local business units are well-positioned to win in increasingly competitive and fast-paced environments. Diageo's portfolio is well-diversified across price-tiers, enabling it to participate where consumer opportunity is greatest, and to capture shifts in consumer preference.
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Diageo's culture is built and maintained by the five values that underpin its business and guide how Diageo works. At Diageo, employees are passionate about its customers and consumers and want to be the best. They give each other the freedom to succeed and value each other. Employees work hard so they can be proud of what they do and how they do it. While Diageo moves at pace, constantly evolving and improving, its values remain consistent. Diageo wants that employees live these values every day, everywhere so that Diageo can be proud of what they do and be the best that they can be.
More about Diageo is available at its web site: https://www.diageo.com/
Role Dimensions
Diageo invest significantly in direct to consumer brands building but we must partner with our customers to influence the point of purchase activation, and this is where significant portion of our A&P investment sits. Most shoppers and consumers buy from a repertoire of brands and their behaviour can be easily influence by what they see or don't see at the point of purchase.
The CP&A Off Trade Executive plays a critical role in developing and executing commercial strategies to achieve business objectives. This position involves creating and implementing plans that optimize market presence, drive sales, and enhance the overall commercial performance of the company within Traditional Trade channel.
In this role, you will sit right at the heart of business supporting & working as business partners with our commercial partners teams to ensure they have all the insight, growth drivers & tools they need to deliver brilliant execution of Diageo's commercial plan to shift consumer & shopper behavior to achieve Diageo's financial and market share ambition.
Top Accountabilities
Functional:
- To inspire and coach internal & external stakeholders to develop and implement commercial strategies aligned with overall Company channel objectives.
- Collaborate with cross-functional teams to ensure integration of commercial plans with marketing, sales, RGM and finance efforts.
- In collaboration with commercial partners, implement programs and initiatives to drive sales growth, including promotions, incentives, and training for Off Trade channel.
- Analyze sales data, market trends, and competitor activities within the Off Trade channel.
- Collaborate with Innovation teams to ensure that products meet market needs and are positioned effectively.
- Establish key performance indicators (KPIs) to measure the effectiveness of commercial plans.
- Ensure efficient management of the budget for point of purchase activation for the channel.
- Work closely with our commercial partners to ensure we are constantly improving our plans to drive greater ROI (M&E model).
Leadership:
Win through Execution
- Sets and pursues direction without guidance and takes a wide view of their accountabilities
- High energy and ambition to achieve successful outcomes and high standards
- Balances analysis and execution and adjusts thinking in the face of new information
- Actively spots opportunities or issues and identifies which are urgent and important
- Generates a range of workable solutions, decides what should be done and takes action
Shape the Future
- Sees the big picture and possibility from multiple angles and through a creative lens
- Frames issues in a way that creates clarity and incorporates others' best thinking
- Accurately digests large amounts of information and breaks down complex problems thoroughly
- Challenges themselves and others to take on new or unfamiliar tasks and ways of working
Inspire through Purpose
- Finds broader meaning in their work and aspires to make a significant difference
- Reads their environment and understands how culture and context influences people's perspectives
- Is actively aware of the impact they have on others and tunes in to the needs of individuals around them
- Communicates in a compelling, persuasive and impactful way
- Draws on a variety of influencing styles to engage different audiences
Invest in Talent
- Displays confidence in their ability to meet challenges and succeed
- Maintains belief and optimism and bounces back quickly from setbacks or failures
- Demonstrates a realistic and thoughtful awareness of their own capabilities
- Proactively seeks feedback and development for growth and takes action
Ideal experiences / Qualifications / capabilities
- Bachelor's degree in Business, Marketing, or a related field; MBA or equivalent is a plus
- Cultivate and maintain strong relationships with key commercial partners
- Strong understanding of Off Trade dynamics, retail operations, and consumer behavior.
- Can build powerful relationships and work collaboratively within a team.
- Problem solver & solution-based team player who can deal with ambiguity & adapt quickly
- Strong analytical and strategic thinking skills
- Remote communications Skills.
This role requires a deep understanding of Off Trade dynamics, strong collaboration skills, and the ability to develop and execute effective strategies to meet business objectives in this specific channel environment.
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