Job Description :
Job Title: Area Business Development Manager
Level: Mid-level management
Reports To: Divisional Sales Manager
About the Company:
Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose – Celebrating life, every day, everywhere – has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value.
Kenya Breweries Limited is the engine of EABL – the #1 FMCG business in Kenya.
We have huge ambitions in KBL! We want to grow NSV to $1B (CAGR 8%), Operation profit at $378m (CAGR 10%) and Total Beverage Alcohol at 85% (+50%bps YoY) by the end of F’30. This is fueled by a clear strategy, strong growth drivers, enabled by innovation at scale, digital transformation. Advantaged route to consumer, society 2030, a strong supply footprint and productivity.
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 realize your fullest potential.
About the Role:
At Diageo, we do Sales differently. We’re the leading beverage alcohol company in every region of the world, including internationally recognized brands such as Baileys, Guinness, Smirnoff, and Johnnie Walker. And this is your opportunity to create new ways to share and celebrate our truly iconic products across the globe. We offer a perfect blend of local and global roles, covering everything from digital to customer service, our immersive store experiences to international operations. Wherever you are, you’ll need to be able to forge lasting relationships, bring commitment and energy to improve our performance, and a genuine entrepreneurial spirit in tune with our company’s proud legacy.
At Diageo, character is everything. If you share our sense of adventure, you’ll have the chance to learn a range of skills and fields and build an exceptional career with us.
The Area Business Development Manager (ABDM) role will be critical to the overall KBL short-, medium- and long-term strategy in developing and driving our trade & distribution strategy, as well as operational excellence in achieving 100% distribution effectiveness and efficiency through advantaged route to consumer model.
The average ABDM looks after 3-7 distributor accounts and is responsible for leading and developing profitable brand and volume growth within nominated distribution. The role is 90% field based in divisions, with extensive travelling required.
The role is expected to provide leadership, motivation and coaching to a team of 4-6 sales representatives with robust talent development interventions.
Purpose of Role:
The Area Business Development Manager is expected to understand the commercial opportunity, develop strategy and plan execution, handle performance, measure and evaluate the total trade investments while ensuring controls and governance is adhered to within their respective area and team’s coverage. In addition, ensure the sales teams under them is delivering an optimized brand portfolio of both beer and spirits in each outlet across the Area s/he is leading.
Role Responsibilities:
Understand the Commercial Opportunity
- Brand & Category Knowledge – Persuasively sell the key features and customer benefits of Diageo’s brands and categories.
- Customer Understanding – Understand customer needs and motivations and use of this information in the joint up customer plans to achieve objectives and unlock growth.
- Shopper Understanding and insights – use shopper information and insights with customers to valuably unlock category growth.
- Outlet Segmentation – Know your outlet universe and map outlets into territories based on the market’s segmentation guidelines.
Develop Strategy and Plan Execution
- Joint Customer planning – Plan and sell a value driven joint customer plan which includes performance measures and review on a weekly/monthly basis.
- Plan and Develop Execution Standards – know every day minimum execution standard for the customers and teams reporting to you. Understand the 365 essentials principles and translate the same to execution standards.
- Core selling skills -Coach and mentor the team and external 3rd parties ensuring compliance to DWWS standards.
- Activation and Execution – Collaborate with customers to build longer term execution plans which you supervise to ensure standards are being met creating course correction measures where required.
- Leverage on M&E (Measure and Evaluate) of key activities to ensure continuous improvement of the growth drivers.
Lead Performance
- Commercial Awareness – A deep understanding of financial levers e.g., Spend, Volume, Margin and profit performance within the area of responsibility and make good business decisions that drive positive outcomes.
- Commercial Functional Coaching – spend at minimum the market’s defined time conducting trade accompaniments and use AID, BOOST, EDIC and GROW to ensure feedback is focused on enhancing the team’s capabilities to drive growth.
- Leading Promotional Execution – monitor and own the activation of all promotions in outlets, ensuring they happen On Time and In Full.
- Execution Standards – able to ‘sell in’ the execution of minimum standards to your different customers.
- Maintain a strong focus on working with distributors to develop sales capability within their organizations.
- Ensure the constant updating and implementation of fit for purpose trade coverage plans for the area.
Governance – Risks and Controls
- Embedding the Diageo standards of Excellence as the way of working.
- Drive a strong culture of compliance, ensuring adherence to Code of Business Conduct, global and local standards, policies, applicable manuals and health and safety requirements in the work environment.
- Adherence to Internal process controls, GAR and External Audit requirements.
- Partnership with the Commercial Operations team, to ensure awareness and adherence to all applicable compliance matters, including changes to existing policies/guidelines as well as newly introduced policies/guidelines.
Requirements:
Qualifications
- A business-related degree or equivalent.
Experience and Skill required
- 5 years’ experience in a similar role.
- Strong commercial exposure and understanding.
- Excellent interpersonal skills and ability to influence multiple partners/collaborators.
- Strong people performance – able to inspire and mobilize people (both direct reports and a broad range of others) to deliver excellent results.
Competencies
- The candidate must demonstrate capability in identifying commercial opportunities, develop strategy and Plan Execution of business strategy, handle performance, adherence to all controls and guidelines and have high integrity.
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.
