Head of Commercial

1 maand geleden

Amsterdam, Nederland Diageo Voltijd

Job Description:
Head of Commercial & Transformation - Whisk(e)y Portfolio

12 month Secondment/ Fixed Term Contract

Location: Amsterdam or UK

Closing Date: Nov 8, 2024

Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future.

Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies. Using our genius and creativity, we unlock our brands’ uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we’re celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you’ll be celebrated and supported in our inclusive culture.

The Whisk(e)y Portfolio team is a key team within the newly created Global Whisk(e)y Category team, with a focus delivering a $2.8B NSV contribution to our $12B Global Whisk(e)y ambition by F34, as well as premiumising from 55% to 75% Premium+.

The team has strong momentum, and has recently built a new strategy to accelerate recruitment and transform the business by:
Doubling Buchanan’s (Diageo’s 2nd biggest Whisk(e)y brand) to $1B NSV by F34. Relaunch and re-engineer Old Parr to double the brand and improve profitability by F34. Rest of world expansion of SP+ North American and Irish Whiskey brands to become no.1 by F34. Defending value share of J&B. Continuing to selectively compete in Primaries, with a focus on Black & White.

The role is a unique opportunity for a commercially strong, high influence and transformation focused individual with a “GM mentality” to play a truly leading role in how Diageo participates in Whisk(e)y today and into the future.

Role Responsibilities:
Lead and own the commercial and transformation agenda across the Whisk(e)y Portfolio of brands (Buchanan’s, Old Parr, Bulleit, Roe & Co, J&B & the Primaries in service of Diageo becoming the no.1 Undisputed Leader for International Whisk(e)y. Specifically:
End-to-end Whisk(e)y and portfolio strategy: Partner with the Global Brand Director and Planning Director to lead key elements of the end-to-end Whisk(e)y and portfolio strategy ensuring a powerful long-term commercial strategy lens.

Commercial Strategy & code for growth: Playing the commercial expert role in translating top-down (GBT to Market) and bottom-up (market to GBT) commercial viewpoints and being the overall link between the marketing and commercial community. Partner with the matrix Global Whisk(e)y Commercial & Global RGM team to lead end to end commercial planning across brand and market archetypes to ensure quality of plans across GBT & markets and unlock value creation.

Revenue Growth Management: Owning the ongoing design, sell in and tracking of all GBT channel & outlet level RGM strategies across all 5 levers. Become an invaluable business partner to regional FDs / RGM & markets to both design their annual RGM plan and participate in specific deed dive market workstreams where necessary.

Annual financial / share / A&P planning: Work with matrix Global Whisk(e)y Commercial & Global RGM team to lead i) all elements of AOP / MBP financial planning on behalf of the GBT & within that ii) ensure IW value pool / market share target planning has the same rigour as financial planning.

Performance management: Oversee all above market commercial reporting (financial, execution and share metrics) & A&P investment and shape (including media).

Commercial execution: Partner with the GBT Heads of Brand to amplifying the impact of all growth driver development with commercial insight and strategy.

Innovation: Be the Global ICM i) Bring commercial & commercialisation expertise across the pipeline & ii) Lead all elements of financial Innovation planning.

Regional x market lead: Orchestrate overall market engagement across levels and be the leader responsible for the market x GBT relationship, quality of market plan and in year delivery.

Experience:
This is a truly global role with significant complexities due to a portfolio of brands with different contexts, market focus and growth models. Therefore, strong leadership and functional skills are required across all elements of business/ brand strategy, RGM & Customer Marketing.
- Rounded leader: Broad and end-to-end commercial experience across Commercial Strategy, Customer Management and RGM & channels and with great examples of groundbreaking delivery in roles.
- Drive: Highly driven to quickly have a material impact on the business, brand, people and our consumers.
- Commercially strong: Brings strong commercial and numerical skill with attention to detail to drive the total performance of the business.
- Influence and inspire: Ability to construct and deliver engaging narratives to build confidence a

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