Tequila Category Commercial Lead

Tequila Category Commercial Lead

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness.

Today we are a global leader in the Tequila business. Tequila is playing such a significant element of our Growth Ambition, demonstrating 18% growth in NSV.

The Tequila Category Commercial Lead is a leadership role responsible for leading and driving the commercial agenda to accelerate the global expansion of the Tequila category.

This role is leading development and implementation of effective commercial guidelines, promotional pricing strategies, and omnichannel standard processes for on-trade, off-trade and D‑com channels.

• Develop and implement a comprehensive global commercial strategy for the Tequila category, aligning with overall business objectives.
• Define market priorities, customer segments, pricing strategies, and distribution channels to drive revenue growth and market share expansion.
• Establish commercial guidelines that outline pricing structures, terms of trade, and agreements for global markets.
• Ensure consistency and alignment with the brand's global strategy while accounting for local market dynamics, competitive landscapes, and regulatory requirements.
• Develop and lead all aspects of the implementation of pricing strategies by channel that drive brand visibility, market penetration, and consumer demand. Collaborate with regional teams to identify market-specific opportunities and implement campaigns aligned with brand positioning and profitability goals.
• Define and integrate standard processes for on-trade (hospitality) channels, including clubs, bars, restaurants, and hotels, to optimize brand presence, product range, pricing, and customer experience.
• Collaborate with regional teams to drive effective execution of on-trade strategies and drive consistent brand representation and activation.
• Establish and promote standard processes for off-trade (retail) channels, such as supermarkets, liquor stores, and duty‑free outlets, to improve brand visibility, merchandising, pricing, and promotional activities.
• Work closely with regional teams to ensure consistent implementation of off-trade strategies and optimize shelf presence and consumer engagement.
• Conduct thorough market analysis to identify trends, opportunities, and challenges in the Tequila category globally.
• Monitor competitor activities, consumer and customer behavior, and market dynamics to drive informed decision-making and adjust vital commercial strategies.
• Collaborate closely with cross‑functional teams, including sales, marketing, supply chain, and finance, to align commercial strategies with overall business objectives.
• Foster strong relationships with internal and external partners to drive collaborative efforts and ensure flawless execution.
• Develop metrics, Key Performance Indicators, and supervising mechanisms to assess the effectiveness of commercial initiatives and overall category performance.
• Provide regular reports to senior management, highlighting key achievements, challenges, and recommendations for improvement.

• 10+ years of demonstrated ability in commercial leadership roles (high preference in the alcoholic beverage industry). Demonstrated experience in global market expansion and driving commercial success.
• Strategic Vision:
  Strong critical thinking and execution of global commercial strategies to drive revenue growth, market share expansion, and profitability. Consistent track record of successfully launching and scaling brands in worldwide markets.
• Commercial Expertise:
  In‑depth knowledge of commercial practices, pricing strategies, and distribution channels within the alcoholic beverage industry.
• Lead…