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Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.
Role Dimensions:
Overview
The Diageo Sales vision is to become the best performing most trusted and respected Consumer Packaged Goods in the world and in every market we operate. Our goal is to be ‘winning at the moment of choice’, winning big and beating the competition. This along with putting the consumer at the heart of everything we do, will deliver sustained, mutual growth for our brands, categories, customers and partners. The Reserve Account Manager role is critical in delivering this vision with specific focus to the Diageo range of Luxury (Reserve) brands in the Kenyan market.
Market Complexity
KBL operates in a very competitive environment that has seen the entrance of new players in the total adult beverage category. This necessitates the need for pro-active business approach especially in the upper end market. The nature of competitors is complex with established players operating within a market that has regulatory challenges.
The outlets are more demanding, as they become more profit units vs. social. There is an emergence of a high end trend leading outlets with the owners investing heavily with global themes and brands to attract A+++ clientele.
With this positioning it requires KBL to step change engagement and investment levels with the outlet owners and also match up the aspiration of the outlets with superior brands and reputation
To try and create focus around Premium Spirits we are focusing our activity across the 2+ top cities and hotspots in Kenya and in 250 TLA and Pacemaker accounts.
Kenya Breweries has set up a Reserve function in Commercial driving consideration with this new role focusing of driving traction with customers mainly targeted in Nairobi. The role will have a support, create and apply model across the other cities in Kenya with the Divisional Key Account Managers and have direct responsibility for targeted 50 TLA and Pacemaker outlets in Nairobi and other top cities.
Given the up weighted focus & search for Luxury execution standards in Africa this role has been created to give “hands on” customer engagement specifically focussed on Reserve brands. This role will be supported by a Reserve Brand Manager, Reserve Shopper Manager and Reserve Brand Ambassadors.
Financial Complexity
KBL is listed in the NSE and operates within a complex local environment. Financial complexity is driven through the reporting, planning and forecasting requirements of our global shareholder (DIAGEO) along with ensuring compliance with local legislation. In addition, compliance with Sarbanes-Oxley codes of good practice is required due the Diageo listing on the NYSE
The complexity of the market place, with multiple customer segments and routes to market, drives complexity in understanding the creation of value from Retail Selling Price through the P&L. We consistently work to identify and maximise opportunities across the value chain through pricing and promotional strategy across our customer base.
Leadership and Functional
Key Leadership Capabilities:
Leadership Standards
Leadership Responsibilities
This is a customer facing role first and foremost, interacting, negotiating, selling, and jointly planning with customers in developing successful partnerships and business plans.
An essential part of the role will be spearheading the transformation of the Kenya Reserve team to become the best FMCG Account team in Africa. As such, setting high commercial standards whilst showing strong leadership are both vital.
The role is accountable for delivering vs. the commercial agenda within the account channel. It is critical to the success of Diageo’ desire to develop world class account management, leading to the creation of the no. 1 FMCG Key Account team in Kenya. It is also accountable for interpreting and bringing to life the sales and marketing strategy in a simple and powerful way. Integral to the role is the ability to ensure executional excellence at outlet level across all regions by driving priority brand activities through developing deep and effective activations within the customer base.
Driving the customers’ perspective within Diageo is of great importance, leading to improvements in the development, planning and implementation of the company's brand plans, objectives and strategies.
Critical to the success of this role is the ability to work with other functions (commercial, marketing, supply chain, OTC, distribution,) to ensure there is focus on delivering a cohesive business working toward one goal.
Purpose of Role
To ensure we win in market, now and in the future, Diageo needs inspired, motivated and equipped commercial managers capable of exceeding the goals asked of them.
Customer Engagement
Executional Excellence
Account management
Top Accountabilities
Management of profit , NSV and Market share targets – “own the Reserve numbers” Develop truly world class collaborative customer partnerships and strategies
Drive the highest standards of execution for all specified channels. Contribute to shopper and category insight, resulting in powerful and breakthrough category strategies
Monitoring, evaluating and advising on Brand/Customer volume, trends and dynamics with objective to grow in line with business ambition. Create, develop and execute world class account plans
Qualifications and Experience Required
Qualifications
Experience
Skills
Leadership, sound commercial record, networking, influencing, communication, selling skills, planning, negotiating, training and development, performance management, problem solving and analysis and high degree of systems literacy.
Barriers to Success in Role
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