VP, -Premise Channel Lead

About Diageo With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations.

Job Description
Vice President, On-Premise Channel Lead
About Diageo With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations. Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other.

Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other. Join us and play your part in making life’s moments mean a little more.

Scope The Vice President On-Premise Channel Lead has indirect leadership accountability for the field on-premise sales teams. This position is responsible for leading the on-premise channel agenda and ensuring best-in‑class execution across distributor partners and field sales organizations. This role serves as the primary connector between Brand Marketing, Commercial Leadership, and On‑Premise Field Teams to translate brand strategies into executable channel plans that drive growth, visibility, trial, and share gains.

Responsibilities And Accountabilities

• Channel Strategy Leadership:
• Develop and lead the U.S. On‑Premise channel strategy aligned with Diageo's growth ambitions and brand priorities.
• Drive prioritization of investments, programs, and resources across the on‑premise marketplace.
• Ownership of On‑Premise Picture of Success
• Define and implement the "Picture of Success" for the channel that elevate the consumer experience and strengthen Diageo's leadership position in the marketplace. This includes standards for:
• Distribution and menu presence
• Back-bar and shelf visibility
• Feature activations and promotional execution
• Cocktail strategy and menu placements
• Consumer engagement experiences
• Outlet segmentation and execution requirements
• Premiumization and reserve portfolio activation
• Develop scorecards and KPIs that measure execution quality and business impact to ensure consistent execution standards across distributors, regions, and markets.
• Field Sales Leadership:
• Provide direction and dotted‑line functional leadership to on‑premise field sales teams to ensure alignment against national priorities and execution expectations.
• Monitor execution quality, market performance, share growth, and program effectiveness.
• Provide regular performance updates and strategic recommendations to senior leadership.

• Brand & Commercial Interface:
• Ensure Brand Marketing teams to translate brand strategies, campaigns, innovation launches, and consumer activations into actionable on‑premise programs.
• Influence portfolio priorities and channel activation strategies to maximize return on investment.

Skills And Capabilities

• Proven success influencing internal and external partners,
• Strong customer/market strategies and execution plans
• Strong financial acumen & execution metrics
• Brilliant leadership skills
• Effectively identifies and communicates high value opportunities
• Proven experience working effectively within a matrix organization required
• Resilience and adaptability to perform in high

Qualifications And Experience Required

• Graduate/MBA preferred
• 15+ years of commercial experience either within Diageo or similar beverage‑alcohol company.
• End‑to‑end commercial knowledge and end‑to‑end P&L experience
• Direct on‑premise/customer experience preferred
• Experience working across a…