Description
As the Head of Category & Brand – Rum, Gin, Liqueurs & Beer, you will lead the growth agenda for these categories across Southeast Asia, driving category strategy, brand performance and commercial outcomes across a diverse portfolio.
Operating within Diageo's new category-first operating model, you will lead a distributed team across multiple Southeast Asian markets, developing category strategies, annual brand plans and market activation toolkits that deliver sustainable growth while balancing regional consistency with local market relevance.
You will also act as the key coordination point for Indonesia, partnering closely with cross-functional teams to ensure effective execution and alignment across the business.
Key Responsibilities
- Own the growth strategy and performance of the Rum, Gin, Liqueurs and Beer categories across Southeast Asia.
- Develop category strategies, annual brand plans and growth drivers aligned with business objectives.
- Lead media, digital, innovation and activation strategies to strengthen brand equity and accelerate category growth.
- Partner with Global and APAC Brand teams to localise global strategies and campaigns for Southeast Asian markets.
- Drive portfolio development, innovation, pricing and pack recommendations through strong consumer and commercial insights.
- Partner closely with Commercial, Customer Marketing, Revenue Growth Management, Finance, Supply, Legal and Corporate Relations to execute category priorities.
- Lead and develop a high-performing team of Brand Managers across Southeast Asia, building capability and fostering collaboration across markets.
- Monitor category performance, identify opportunities and lead interventions to improve market share, NSV contribution and marketing effectiveness.
- Serve as the Indonesia business coordination lead, ensuring alignment on key business priorities while maintaining category ownership across the region.
What You'll Bring
- Bachelor's degree in Marketing, Business or a related discipline (MBA is advantageous).
- 10+ years' experience in Brand Marketing, Category Marketing or Commercial Marketing within FMCG, beverage alcohol, beer or premium consumer goods.
- Demonstrated success leading brand strategy, portfolio management, innovation and integrated marketing campaigns.
- Strong understanding of consumer insights, commercial strategy and marketing effectiveness.
- Experience managing regional or multi-market portfolios within a complex matrix organization.
- Proven people leadership experience, with the ability to coach and develop high-performing teams.
- Excellent stakeholder management skills, influencing senior leaders across multiple functions and markets.
- Strong commercial acumen with the ability to balance long-term brand building with short-term business delivery.
- Experience working across Southeast Asia and understanding diverse market dynamics is highly desirable.