Descrição
Job Description:
Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. With over 200 brands in 180 countries and a global network of entrepreneurial individuals, our teams blend a diverse range of experience, knowledge and skills. We connect customers and consumers to our iconic products and create innovative experiences that bring people together to celebrate life.
Business Context
Our ambition is for Diageo Mexico to achieve and sustain consistent excellence as an extraordinary sales organization
A fundamental piece of this journey is ensuring we have the best performing and most diverse sales and strategy team possible who are given the freedom and capability to partner with our on-trade premise customers and build sustainable growth in our sector. As we help people Celebrate Life, Diageo’s brands have a chance to create a deeper and more significant connection with consumers and customers that drives outstanding performance and execution every single day.
This role will build an inflection point for the Mexican business, building a reputation as a sales leader, driving our profit share and clearly positioning Diageo as the best partner to our customers.
Diageo is already well on its way to achieve the performance ambition of becoming the best performing, most trusted and respected consumer products company in the world. Over the last five years, Diageo Mexico has achieved significant double digit growth in sales and increased share of market through amazing brand building, extraordinary Commercial partnerships and brilliant execution in a wide range of categories: Whisky, Single Malts, Rum, Tequila, Vodka, Gin, Mezcal, Liquor, Beer and RTD; contending in different market segments: Emerging Middle Class, Premium and Luxury.
In order to deliver our performance ambition, we need to become the best Marketing and Sales organization focussed on winning every day, everywhere with customers and consumers. To achieve this, Customer Marketing plays an instrumental role in laying down a winning strategy and putting strong plans in place that ensure we have the right brand, in the right place and at the right price for shoppers to buy and consumers to enjoy, thus fulfilling Customer Marketing’s purpose of igniting the power of our brands in the trade.
In the last 5 years, Diageo has doubled the size of the On Trade business achieving +30% SOV. We have expanded our portfolio and improved our execution at the moment of choice by nailing our 365 essentials and creating amazing brand experiences in restaurants, bars and nightclubs all across the country. Scotch Whisky is the heart and soul of this company and now more than ever we need to make sure we win BIG, particularly with Johnnie Walker and Buchanan’s. In order to do so, we need to develop and implement innovative growth drivers that will set our brands up for success, inject vibrancy and recruit a new generation of consumers into the Scotch Whisky category and protect the Tequila Category for our company.
After Covid started, we relaunched a lot of activities, being a priority the Scotch Side, co-creating, analyzing and being able to bring new experiences to the consumers very fast and very efficient.
Market Complexity
In Mexico, volume and value sales of spirits have been on the rise and so has Diageo’s share in the Off and On Trade channels. However, as the market expands our competition has become brighter and stronger, whilst more and more players continue to pop up giving Diageo a run for our money.
In recent years, Tequila has grown in popularity particularly amongst younger consumers ultimately sourcing volume from Scotch. However, Diageo has every right to win in this category with two very powerful brands in the Mexican market: Johnnie Walker and Buchanan’s.
New consumer trends are emerging and changing the On Trade channel in texture whilst spirit brands continue to act the same way they did decades ago. Consumers are demanding better experiences and Diageo as the market leader needs to rise up to the challenge and reinvent the way we do brand building in the On Trade and 3rd Space.
Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.
Purpose of Role
To lead the development and execution of strong growth drivers and innovative brand experiences in the On Trade and 3rd Space that will deliver balanced growth for all our Brands, developing an outstanding team to bring the strategy alive.
Key Functional Responsibilities
- Develop the 2024 On Trade Revamp and 3rd Space strategy
- Build Scotch growth drivers, experiences and 365 essentials for the On Trade and 3rd Space
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