Job Description :
Job Title: Route to Consumer Development Manager
Level: Mid-Level Management
Reports to: Head of Route To Consumer
About the Function:
Our Sales team love building relationships, connecting with customers to sell our much-loved brands in new and vibrant markets where they can thrive. They help sell our iconic brands across 180 countries every year.
We’re operating across different markets, channels, and areas of expertise. Using your curiosity and passion, you’ll make the most of consumer insight and digital platforms, reaching new customers, markets, and celebrations to help us achieve our growth potential. We’ll support your learning and growth as you develop your career with us and work with people across our business to realise your fullest potential.
About the role:
1. Overview
The Diageo Sales vision is to become the best performing most trusted and respected Consumer Packaged Goods company in the world and in every market we operate. Our goal is to be ‘winning at the moment of choice’, winning big and beating the competition. This along with putting the consumer at the heart of everything we do, will deliver sustained, mutual growth for our brands, categories, customers and partners.
The Route to Consumer Development Manager role is critical in delivering this vision with specific focus to Spirits and Route to Consumer Development in the Kenyan market.
2. Market Complexity:
KBL operates in a very competitive environment that has seen the entrance of new players in the total adult beverage category. Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening of the economic trading blocs allowing in-flow of products from other markets. Consumers are becoming more sophisticated. This necessitates the need for pro-active business approach especially in management of total portfolio. The nature of competition is complex with established players operating within a market that has regulatory challenges. The Route to Market (RTM) chain is long, uncontrolled and competitive with margins being key deciding factor for listing. In some channels, the RTM is not well defined and needs to be developed to reach the consumer.
The KBL mission is to grow Total Business Alcohol market share by growing spirits from 47% to 70% by 2022 whilst protecting beer share currently at 97% volume share of market. There is thus needed to prioritise transformation. The national distribution structure within the Kenyan alcohol market is key to KBLs spirits delivery of both volume growth and market share.
Role Responsibilities:
Leadership Responsibilities:
- Be authentic: consistency in own behaviour, treat others fairly, show courage in the face of opposition, adapt to changing business needs and work with integrity:
- Consistently deliver great performance EDGE: be willed to take action, set priorities, drive for results and build collaborative relationships
- Connect to the Diageo purpose: reinforce the Diageo values, generate excitement and passion about our brands and take personal responsibility for brand quality.
- Find solutions: creativity & decision quality, problem solving & process management and demonstrates commercial acumen
- Grow yourself builds self-awareness and listens, learns from both experiences of success and failure, constantly works for self-improvement and proactively seeks feedback from others.
Operational Responsibilities:
- To drive RtC strategy across KBL value chain by building a world class route to consumer system.
- To create advantaged Route to Consumer in all markets, focusing on salesforce effectiveness, distributor management, advantaged trade terms, commercial plans and demand forecasting.
- Ensure brilliant execution of our customer and consumer programmes and therefore transform Route to Consumer in order to establish this as an area of competitive advantage and a key enabler to the achievement of both our Marketing and Sales Strategy to deliver NSV and OP objectives.
- To ensure we win in market, now and in the future, Diageo needs inspired, motivated and equipped commercial managers capable of exceeding the goals asked of them.
- This is a commercial position aimed at building RTC Development knowledge and awareness and adoration within the salesforce as well as key stakeholders, driving and inspiring customer loyalty and demand, which will in turn transform into consumer demand.
- Own, develop and drive the relationships and commercial agenda through influencing customers – this is a customer facing role.
- Develop customer management capability.
- Deliver breakthrough business performance through influencing and working with others
- Identify and manage Spirits distribution (listing) opportunities as defined for the fiscal year.
- Overarching role is to drive sprits strategy across KBL value chain.
- Sizing up the Net revenue Management opportunity in a bid to drive a mix that positively impacts on the profitability of the business.
- To develop a proper route to market leveraging on our strong beer distribution channel and propose deliverable actions, plans and initiatives to accelerate growth in existing whilst also proactively tapping into emerging channel.
- Increasing coverage and distribution to Gold Distributor standards.
- Implementing distributor operational effectiveness to required standard (warehousing stock management).
- Reviewing distributor performance on Distributor Management System to gain insights and target impactful activities with desired Return on Investment (ROI).
- Own the regional business P&L by driving category growth and mix.
- Drive contact with regional KBL distributors and top spirits wholesalers. Holds regular business reviews with key distributors focusing on growth drivers as stipulated in the gold standards.
- Develop and implement a Capability training program for the Distributor Leadership Team on Commercial, Finance, HR, Supply & IS.
- To initiate and take leadership in implementing motivating incentives to the distributor teams to support new route to market for spirits to deliver exceptional results for spirits.
- To build productive working relationships with customers (Internal and external) and regional field sales team
- Propose and Influence a winning pricing strategy and engage brand assurance to tame contra brands and counterfeits.
- Gather insights on prevailing market trading terms, analyze retail audit data to grow Numeric distribution, implement tactical and strategic plans to beat competition.
Experience / skills required:
Qualifications
- A Bachelors degree in a relevant field
Experience
- At least 5-8 years FMCG experience gained across commercial and other functions with a Strong track record in People Management & / or commercial roles within a consumer goods environment
- Well-developed commercial awareness and customer focus.
- High cognitive ability, Deep Analytical and critical thinking skills
Skills
Functional Knowledge & Skills
- Trade and/or brand strategy development
- Trade marketing development
- Customer engagement
- Logistics/ supply chain management
- Account management
Managerial & Interpersonal Skills
- Motivating, coaching and developing people
- Developing and maintaining relationships with clients, external suppliers and commercial partners
- Effective communication and presentation
- Selling
- Negotiation and influencing
- Project management
Flexible Working Statement:
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.
Diversity statement:
Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.
We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.
Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.
Feel inspired? Then this may be the opportunity for you.
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.
Worker Type :
Regular
Primary Location:
KBL
Additional Locations :
Job Posting Start Date :
2025-12-10