Description
About the Function
The Sales team at Diageo builds relationships that bring products to life, partnering with customers across markets, channels, and occasions.
About the Role
Lead the commercial development and execution of the Supermarkets channel across Bogotá and Cundinamarca, driving sustainable growth, distribution expansion, portfolio development, and in-store execution excellence.
Key Responsibilities
1. Supermarkets Channel Development
- Lead the commercial agenda for supermarkets across Bogotá and Cundinamarca, ensuring sustainable volume growth, market share development, and profitability.
- Identify new business opportunities through customer acquisition, distribution expansion, and portfolio optimization.
- Develop customer plans focused on assortment, pricing, promotional effectiveness, and execution excellence.
- Strengthen relationships with key customers and distributor partners.
2. Mass Channels & Route-to-Market Development
- Support the regional strategy to accelerate numeric distribution and market coverage across Traditional Trade (TAT) and Local Consumption channels.
- Partner with the Mass Channels team to identify distribution gaps, prioritize territories, and unlock growth opportunities.
- Drive route-to-market initiatives to improve commercial productivity, customer reach, and portfolio availability.
3. Commercial Capabilities & Team Development
- Act as a capability development partner for the Mass Channels team, strengthening commercial execution, customer management, and business planning.
- Promote best practices in territory management, sales effectiveness, portfolio execution, and performance tracking.
- Influence and mobilize cross-functional and distributor teams to deliver regional priorities.
4. Business Performance & Execution Excellence
- Monitor key commercial KPIs, including sales growth, numeric distribution, rate of sale, market share, and execution standards.
- Translate business insights into actionable commercial plans to address performance gaps and capture growth opportunities.
- Collaborate with Sales, Customer Marketing, Revenue Growth Management, and distributor partners to maximize investment effectiveness.
Experience / Skills Required
Experience
- Experience in commercial roles within FMCG, preferably in Modern Trade, Supermarkets, Traditional Trade, or distributor management.
- Proven ability to manage commercial negotiations, customer relationships, and business development initiatives.
Functional & Leadership Skills
- Commercial Acumen: Strong understanding of customer profitability, portfolio management, pricing, and promotional effectiveness.
- Strategic Thinking: Ability to identify market opportunities and translate commercial priorities into executable plans.
- Route-to-Market & Distribution: Knowledge of distribution models, territory development, numeric distribution, and sales productivity.
- Performance Management: Strong analytical capabilities and ability to manage KPIs, identify gaps, and implement corrective actions.
- Influencing & Collaboration: Ability to engage, coach, and mobilize teams without necessarily having direct reporting lines.
- Execution Excellence: Results-oriented mindset with strong planning, prioritization, and follow-through capabilities.
- Adaptability & Ownership: Ability to operate in dynamic environments, challenge existing ways of working, and proactively drive business improvements.
Key Success Measures
- Sustainable sales growth and market share development in the Supermarkets channel.
- Expansion of numeric distribution and customer coverage across priority territories.
- Improvement in rate of sale and portfolio execution across key channels.
- Increased commercial productivity and effectiveness of the Mass Channels team.
- Strong execution of regional commercial plans and effective collaboration with distributor partners.