Head of Commercial, Gins, Rums, Liqueurs

Job Description :

Job Title: Head of Commercial, Gins, Rums, Liqueurs

Contract: permanent

Location: London

About the Function

Marketing is where our brands show up in culture and stay there.

This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.

From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.

You’ll be part of a team that’s curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.

About the role 

Gin, Rum & Liqueurs (GRL) represent c.$50bn in global retail sales value, with Diageo the global leader and a portfolio of iconic brands including Tanqueray, Gordon’s, Captain Morgan, Baileys and Zacapa amongst many others. Our ambition is to strengthen our competitive position and return to sustainable share growth.

The Head of Commercial is the Commercial General Manager of GRL and a member of the GRL Leadership Team. The role defines how GRL wins with customers and at the shelf, setting the commercial framework that turns category and brand strategy into share and NSV growth.

Working as a peer to the Gin, Rum and Liqueurs Category Directors, the role partners the Heads of Brand, Heads of Shopper and the GRL Head of Finance. It works in close collaboration with Regional CMOs, Regional Customer Development Directors and key market Commercial Directors.

Key Accountabilities

1. Commercial framework. Define the GRL commercial framework: strategic pricing and indexation guidance, price pack architecture, and promotional guardrails. Recommend choices to the Category Directors, who sign them off, and validate them for value-creating growth with the Head of Finance.

2. Commercial growth drivers and customer proposition. Write the commercial growth drivers in each brand GTM plan (customer, distribution, formats, price) and define the category customer proposition. Set commercial principles by channel and move proven learning across markets.

3. Commercial challenge. Bring customer, shopper, channel and competitive perspective into category and brand plans, with the authority to challenge and stop what is not commercially sound.

GRL Commercial Community. Build and lead the GRL Commercial Community, connecting the Heads of Shopper with regional and market GRL leads.

Key Competencies

1. Commercial & Revenue Growth Leadership. Outstanding commercial judgement across pricing, price pack architecture, channel and customer strategy. Makes bold, evidence-based choices that build competitive advantage and deliver share and NSV growth.

2. Customer, Shopper & Channel Excellence. Deep understanding of how leading consumer brands win with customers and shoppers across very different markets. Turns that understanding into simple principles markets can apply.

Leadership through Influence. Leads across a matrix without line authority. Reaches joint decisions with Category Directors, mobilises regional and market teams behind a clear commercial agenda, and builds a community people want to belong to.

Experience/skills required

 1. Senior Commercial Leadership. Extensive senior commercial leadership experience in a leading global consumer business, with significant accountability across markets, categories or brands. Deep expertise across Revenue Growth Management, customer strategy and commercial execution.

2. Proven track record of growth & transformation. Demonstrated success leading large, complex businesses through growth or transformation, with a track record of building competitive advantage, gaining share and delivering sustainable value.

3. Global & multi market leadership. Substantial experience operating across multiple markets and regions, ideally spanning developed and emerging markets. Proven ability to influence senior leaders and mobilise global, regional and local teams behind major commercial priorities.

4. Broad business leadership. Strong general management mindset and the ability to connect Marketing, Commercial, Finance and Supply choices. Comfortable operating beyond functional expertise and shaping decisions at enterprise level.

Working with Us 

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one. 

We recognise and value performance, offering our people a highly competitive Rewards and Benefits package including:  

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible. 

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team. 

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more. 

Ready to bring your best? This could be your opportunity. 

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application. 

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