Description
The Category & Channel Development Head will define and lead the commercial channel strategy for Diageo Mexico, establishing how categories and portfolio will win across On Trade, Off Trade, wholesalers, distributors, traditional trade, modern trade and digital commerce.
This role requires a holistic understanding of the commercial value chain: from consumer demand, shopper behaviour and category dynamics to customer economics, route to market, execution capabilities and financial performance.
Key Responsibilities:
- Define and lead category and channel strategy for Mexico, driving sustainable, profitable growth.
- Lead end-to-end commercial planning, integrating brand, category, shopper and customer priorities.
- Translate market trends, consumer behaviour and shopper insights into actionable growth opportunities.
- Define channel roles, customer segmentation, portfolio priorities, assortment and execution standards.
- Partner with Revenue Growth Management and Finance to embed pricing, promotion, portfolio mix and investment effectiveness.
- Align channel strategies with route-to-market capabilities, distributor business models and customer needs.
- Monitor category, channel and execution performance, using data and customer feedback to refine priorities.
- Lead and develop the team while influencing cross-functional stakeholders.
Experience & Qualifications:
- Bachelor’s degree in Business Administration, Marketing, Economics, Engineering or a related field.
- At least eight years of experience in category development, channel strategy, customer marketing, trade marketing or sales within consumer goods.
- Proven experience developing strategies across multiple channels, with strong knowledge of the Mexican market and distributor-based businesses.
- Strong commercial and financial acumen, including P&L understanding, pricing, promotional investment and profitability.
- Experience leading commercial planning processes and translating strategic priorities into measurable business outcomes.
- Strong analytical, communication, presentation and project management skills.
- Advanced proficiency in Excel and PowerPoint; experience with business intelligence tools.
- Fluent English and Spanish.
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