Company Name: Diageo North America Inc.
Job Details
Duration: Permanent
Min Education: Four Year Degree
Salary: Commensurate
Job Type: Full Time
Min Experience: 5-10 Years
Required Travel: Not Specified
  • CAN - Montreal Quebec, H8R 3E6
Job Description
Diageo Canada aspires to be the first choice drinks business in Canada. We are a total beverage alcohol company operating within the beer, wine, spirits and RTD categories. The portfolio within Canada includes leading Diageo brands (Smirnoff, Guinness, Crown Royal, Captain Morgan, Baileys etc) and partner brands (Grand Marnier, KWV). The business has stretching growth aspirations within a relatively flat beverage alcohol market. Momentum is strong and brand health is good.


Develop and grow the Diageo Total Beverage Alcohol (TBA) business portfolio in a given province or region. Enable achievement of our volume targets by ensuring the best customer service to the Liquor Control Boards and other customers (referred to here on as "customer"). Act as a liaison between Diageo and the customer, and ensure excellent execution of monitoring program. Lead the implementation of the Diageo TBA strategy and be one of the top three suppliers.

Decision Making

  • Determine best mix of programming promotion for the customer
  • Ensuring cost-effective listing and delisting of Diageo products for each specific region

Financial Responsibilty

  • Beat the plan and competition through Net Sales Value, trading profits, growing share/market and growing volume
  • Responsible for Concur, Travel and Expense and Return On Investment analysis
  • Budget to grow business and reach Annual Operating Plan

Management Responsibility

  • Reports into the Regional Sales Director/Business Unit Director
  • Responsible for managing their specified territory
  • Manages a teams of 4

Complexity of Role

  • Knowledge and understanding of existing government regulations and the business impact of these regulations, is critical
  • The impact of government regulations on business is highly intricate in nature and involves a large number of people in a diverse number of functions i.e. Marketing, Sales, Operations, Finance, Information Systems and Logistics
  • The Diageo TBA business may have multiple contact points with a given customer and in the regional business as it is scattered in a selected number of accounts
  • Work with 11 TBA categories, with over 73 brands and over 200 SKU's
  • Responsible for leading, coaching and developing the team
  • Ensure compliance with Diageo Marketing Code

Key Outputs/Deliverables

  • Shipments growth and value share gain through excellent orchestration of resources and relationship building
  • New listings/Innovation of Beer/RTD, Wines and/or Spirits brands or SKU's approved on time
  • Promotional calendar implemented flawlessly across all stores and selected regional accounts
  • Diageo brands stocked accordingly to, or better, than our market share
  • Core consumer questions identified and acted upon
  • Relationship nurtured at every level with customer which translates in easiness of operation
  • Competitors analyzed and sources of competitive advantage defined
  • Accurate sales forecast
  • If applicable, Performance for Growth and development plans for all direct reports


  • Post-secondary education required
  • Minimum of 3 to 5 years of Business Sales experience, preferably in the Consumer Packaged Goods industry
  • Strong working knowledge of Microsoft Office (Excel and PowerPoint) and COGNOS required
  • Excellent persuasive selling and negotiation skills
  • Strong leadership and project management skills
  • Excellent written and verbal communication skills
  • Well developed analytical skills