At Diageo, we believe in more than just crafting iconic brands—we believe in shaping culture, enriching communities, and creating bold experiences. As a global leader in beverage alcohol, our portfolio spans over 180 countries, including some of the most well-loved and respected brands in the industry.
Africa holds a special place in Diageo’s global journey, contributing over 10% to our global revenue. Our regional strategy in East Africa is ambitious: we are committed to becoming the market leader in Premium Spirits, aiming to more than double our current revenue base to $250 million Net Sales Value (NSV) and attain over 70% market share.
To realize this vision, we are inviting experienced, strategic, and forward-thinking professionals to join us in a pivotal role based in Nairobi. If you’re excited about driving transformation in a high-growth, high-impact environment, then this opportunity may be for you.
Position: Head of Premium Spirits – Kenya
Location: Nairobi, Kenya
Time Type: Full Time
Job Requisition ID: JR1112976
End Date to Apply: May 20, 2025 (6 days left to apply)
Reports To: EABL GM Premium Spirits
Level: Senior Level
About the Role
This role is central to Diageo’s transformational agenda in East Africa. As the Head of Premium Spirits – Kenya, you will be responsible for building a world-class Premium and Reserve spirits business in the region. This role is designed for a dynamic leader who can spearhead the execution of a commercially driven strategy, foster powerful customer experiences, and lead a high-performing team to success.
You will oversee strategy development, commercial planning, and performance management of the premium spirits segment while ensuring alignment with cross-functional teams and strategic partners.
Key Responsibilities
1. Strategic Leadership and Execution
- Develop and execute the commercial strategy for Reserve brands in alignment with Diageo’s global vision and local market insights.
- Translate macro and micro-environmental analysis into sustainable, profitable growth strategies.
- Drive innovation in brand positioning, pricing, and market expansion.
2. Operational and Commercial Excellence
- Lead commercial planning, pricing strategies, and trade term execution for Premium Spirits in Kenya.
- Own and manage the P&L for the Premium Spirits category, ensuring both growth and profitability targets are met.
- Collaborate closely with supply chain teams for demand forecasting and logistics planning.
3. Customer & Market Development
- Embed the Diageo Way of Selling (DWS) and ensure executional brilliance in On and Off Trade Channels.
- Guide segmentation efforts using city-level strategies to classify the outlet universe and prioritize investments accordingly.
- Monitor and adapt strategies based on category insights and consumer behavior trends.
4. Stakeholder and Relationship Management
- Establish and nurture relationships with internal and external stakeholders including distributors, trade partners, and consumer marketing teams.
- Influence cross-functional teams across Customer Marketing and Channel Sales to ensure shared objectives are achieved.
5. Team Leadership & Development
- Lead, coach, and develop the Premium Spirits Customer Marketing team.
- Foster a high-performance culture focused on capability building, diversity, and personal accountability.
Required Experience
- A minimum of 7 years’ leadership and execution experience in a relevant role, preferably in FMCG, luxury drinks, or high-end hospitality sectors.
- Demonstrated experience managing P&L responsibilities and executing commercial strategies.
- Proven track record in leading and developing successful teams.
- Expertise in market segmentation, route-to-market models, and customer experience optimization.
- Ability to work cross-functionally and manage complex stakeholder relationships.
- Experience with change management and working in multicultural environments is preferred.
Skills & Competencies
- Strategic Thinking: Ability to see the big picture while executing on immediate priorities.
- Commercial Acumen: Strong understanding of market dynamics, pricing, and profitability levers.
- Leadership: Proven experience in coaching, mentoring, and inspiring teams.
- Relationship Building: Strong interpersonal and networking skills across various organizational levels.
- Executional Excellence: Skilled in deploying customer programs and tools that drive market share and revenue.
- Passion for Luxury Brands: A keen interest in high-end consumer behavior and trends.
About the Business – EABL & Diageo in East Africa
East African Breweries Limited (EABL) is a subsidiary of Diageo plc and one of the region’s largest consumer goods companies. With a footprint in Kenya, Uganda, and Tanzania, we operate:
- 6 breweries (Nairobi, Kisumu, Kampala, Moshi, Dar es Salaam, Mwanza)
- 2 distilleries (Nairobi and Kampala)
- 1 malting plant (Nairobi)
EABL is on a transformative journey to elevate the Premium Spirits business through innovation, insight, and investment. The Kenya market, as a key growth hub, is at the center of this evolution. We are poised to lead in the Reserve and Premium Spirits category and are looking for a leader who can deliver on this ambition.
Our Culture
We are proud of our inclusive, high-performance culture at Diageo. Here, you’ll be valued for who you are and the unique perspective you bring. Our flexible work policies support balance and personal success from day one.
We’re driven by our purpose: “To celebrate life, every day, everywhere.” And we can only do this by building diverse teams that reflect the communities we serve. We are committed to providing equal opportunities to all.
If you require any reasonable accommodations during the recruitment process, you will be able to share those details at the time of application.
Why Join Us?
- Opportunity to lead a high-impact business segment in one of Diageo’s fastest-growing regions.
- Be part of a leadership team that is shaping the future of the premium drinks market in Africa.
- Join a culture of learning, collaboration, and innovation.
- Work for a company that truly values and invests in its people.
How to Apply
If you’re passionate about building something extraordinary and leading from the front, we want to hear from you.
