Job Description :
Role Title : Head of Future Channels
Diageo Ireland is on a mission to grow +5% and sustain high single digit growth trajectory. The On Trade business is the biggest contributor of profit generated by Diageo Ireland.
It operates in a highly competitive environment with a wide portfolio, with Guinness at its heart and innovation as it’s rocket fuel.
Growing share of the core pub business across Guinness, beer and spirits are the key priorities.
Consumers are changing their drinking habits, consuming a wider portfolio of brands in pub and consuming more outside the pub on more occasions with Food playing a much more central role in the pub proposition.
The Head of Future Channels will lead the development of the food strategy and activation tools across both pubs and new channels.
As well as helping Sales Managers unlock the opportunity in pubs, they will directly lead a restaurant field team to unlock the restaurant opportunity sustainably, taking into account the best practice in Europe and pushing beyond that to lead thinking across Europe.
The Head of Future Channels will also lead the non alcoholic agenda beyond pubs, exploring how and where we can help consumers celebrate life, everyday, everywhere with our brands.
This a key transformation role in the sales organisation and will help set the future shape of Ireland’s Route to Consumer.
To lead this agenda you will have excellent levels of commercial capability, leadership impact and real resilience. You will be a key part of the On Trade leadership team and be required to create and leverage amazing relationships internally and externally to succeed.
You need to create the conditions to WOW our customers through brilliant insight, market and consumer understanding and idea generation.
Key outcomes :
Business Performance :
Deliver transformational NSV, volume, trading profit and cash targets beer and spirits.
Optimise and create a sustainable and attractive ROI of the Food Team Model.
Deliver Share growth for Guinness, Beer and Spirits within the Channel.
Agree and deliver distribution, visibility and brand activation targets on beer and spirits .
Develop food strategy and activation plans for Pubs, Hotels and Restaurants.
Use market intelligence and Europe resources to keep abreast of an ever-changing market to determine Diageo’s future strategy.
Manage risk and opportunities financially, reputationally and for share.
Due to fluidity of the market there is a continuous need to review and amend strategy where required in a restless and agile manner.
Actively manage the call file and call frequency rates to optimise the impact and ROI.
Trade & Investment :
Develop and lead the customer investment strategy across restaurants and emerging channels.
Develop and manage the process that rigorously monitors, measures and evaluates the investment.
Manage A&P budgets.
Customer Relationships :
Inspire customers to partner with Diageo as No.1 supplier with amazing consumer and customer insights, occasion focus and creative and tailored brand and investment solutions.
Deliver best in class customer partnership using both physical and digital resources.
Collect and collate market information across outlets to advise on future strategy.
Develop & Operate a High Performing Team
An agile and effective sales team is ranked #1 in On Trade with our customers
The teams are trained, motivated, directed, coached and equipped to deliver brilliant customer service, consultancy and solutions for growth.
Sustains a high performance entrepreneurial, sell out team culture to consistently deliver transformational volume performance, margin growth, share performance and consistently beats the competition
Builds a team that are focussed on growing our customers business through delivery of brilliant and simple brand solutions underpinned by strong business acumen, occasion focus, creative thinking and bold activation bias.
Builds a high performing team that delivers against all key executional and output metrics, operating in line with Diageo Way of Selling principles and in a fully compliant manner.
Growth Orientated, Sell Out Culture
Growth opportunities are identified and executed at a tactical and strategic level balancing options and choices. Low value activities have been stopped.
Guinness is the jewel in our brand portfolio in action as well as word. It disproportionately gets focus and activation from our team to drive agreed outcomes.
Non Alc agenda is fully embraced and exploited.
Game changing innovation (high frequency and margin enhancing) is commercialised brilliantly and is a cohesive part of our customers plans.
The team is flexible and adaptable with a culture of breakthrough performance delivery, customer service and doing what matters .
Sales Effectiveness, Relationship Building, Compliance and Process are Tools
A compliance culture is embedded amongst the full team.
Collaborative relationships are built at all levels internally and across a wide range of functions, influencing to gain support in delivery of major initiatives in the business unit.
Accountabilities, decision authorities and business processes are clear. Adhering to process is valued and recognised as contributing to our performance success.
Brilliant Execution at the Heart of Success
A mixture of data, knowledge and experience informs the development of effective strategies making Diageo an indispensable partner to our customers.
At all levels of the sales team there is expert business performance management. Leaders use a range of metrics to be aware of current status, identify key areas of focus, assess the alternatives and take decisive action to course correct where necessary.
The conditions are created for continuous improvement through process, capability and technology interventions
Decision maker for :
Customer Investment Strategy : Leads the investment choices within restaurant channel and food occasion.
Business Performance Mgt : Monitoring, intervening and managing business performance to achieve business unit objectives.
o Allocate spend versus opportunities to deliver growth
o Evaluating and repositioning investment based on under- or over-performance- market evolves consistently so quick informed decision making on investment is crucial
o Lead decision on investing in new outlets
Worker Type : Regular