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Diageo Business Development Manager - Lead Brands MA/RI in Massachusetts

Job Description :


Locations: MA/RI


The Business Development (BD) Manager is the in-market category & brand expert that leads consumer & trade demand generation for our brands. This role will promote the growth of Diageo brands, along with distributor/broker partners, customers, and consumers. This role is a blend of sales coordination, local marketing execution and category/brand representation - collaborating with our sales teams at Diageo and within our distributor teams. The role works directly with the relevant Diageo brand and trade marketing personnel to develop and implement winning brand, customer, and portfolio plans tailored for their market.

This role is designed to be very visible and active in the market – spending a minimum of 70% of their working time with customers, distributor sales teams, marketing/activation agencies, event and sponsorship promoters, and local influencers. This role relies heavily for success on effective collaboration with other Diageo sales and marketing teams - to ideate, create, budget for, and enable the operational readiness of their plans, allowing the successful candidates to focus on building an in-market reputation and track record of demand generation that translates into performance measured through sales depletions and share growth.

Role and Responsibilities

• Builds demand for our brands by locating, defining, and executing against the most important business/category opportunities in the market consistent with the category and brand plans developed for that market.

• Has a strong, trusted business relationship with the most important customers in their – market. Strengthens that relationship by regularly engaging with those customers to find mutually beneficial opportunities for growth.

• Identifies new opportunities for brands to participate in a market by being close to distributor, agency and customer personnel and validating opportunities through consumer, category & customer insight.

• Closely monitors standard brand performance metrics to ensure efforts are delivering against market/brand/customer expectations – course correcting where necessary – distribution, authorizations, display, menu, cross-promotion, share & re-order rates etc.

• Agrees category specific targets, timing and KPI’s for in market sales and agency partners – execution, merchandising, activation efforts, etc.

• Locates potential business opportunities by contacting potential partners – cross promotional opportunities, sponsorship opportunities, media, or local influencer opportunities etc.

• Inputs directly to the development (by brand/trade marketing teams) of local/in market category and channel plans for specific category and constituent brands.

• Leads local category & associated brand education opportunities and coordinates learning plans with Diageo and third-party personnel – including the Diageo Academy learning agenda.

• Protects Diageo by being an expert in our marketing code and living our code of conduct always.

• Helps refine and evolve the business development role by observing and recommending positive enhancements to the role and how it works and how it can better engage with internal and external stakeholders.


Preferred Experience, Skills and Education Requirements

• BA in business administration or a related field

• 3 -5 years of sales & brand activation experience

• Existing or commitment to quickly complete WSET LI or equivalent education in Wines & Spirits

• On going category specific learning – formal & informal learning – liquid, consumer, category insights.

• Experience of beverage alcohol category and familiarity with On, Off and Non Premise channel landscape.

• Track record of in market & customer engagement – wants and likes to spend time actively in trade – listening to customers, observing shoppers/consumers and turning insights into actions.

• Category expertise – deep Diageo & competitor brand understanding.

• Negotiation skills – can manage local negotiations, including sponsorship agreements.

• Strong relationship building – based on transparency, empathy & trust.

• Sales Analysis – knows how to read sales and demand creation metrics – knows when intervention is necessary.

• Customer & consumer centric – understand customer motivations and knows how best to appeal to shoppers/consumers to the benefit of customers and Diageo.

• Territory management – understands the BevAlc route to market and how to compliantly influence outcomes.

• Deep market knowledge – channel, customer, and consumer. • Energy level – approachable and quick to engage with all stakeholders – brings positive energy to customer, distributor and agency interactions.

• Professionalism – polished but authentic – comfortable in public presentation situations.

• Self-starter – self-motivated and pro-active.

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and listened to, is a crucial part of this.

We believe the most diverse and inclusive culture makes for a better business and a better world. We know that for our business to thrive and for Diageo to realise its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the countries in which we operate and to reflect our broad consumer base.

Around the world we have a number of inclusive Business and Employee Resource Groups known as BRGs and ERGs. These influential groups, made up of our people, represent various viewpoints, experiences and communities who generate thought-provoking work to enhance our business and workplace, creating a sense of belonging and opportunities for all!

Join us, and you'll be part of an organisation that embraces 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 — an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more. And you'll help us champion inclusion and diversity across our entire business: with our employees, our suppliers, across our brands, and within the communities in which we operate.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. To achieve this, we need the world’s very best people. We're looking for people with curiosity, creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level.

Worker Type :


Primary Location:

Off Site Massachusetts

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At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others. (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.) The salary range displayed is the salary range for the role’s primary location.

With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we’re building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world.

Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you’ll collaborate with talented people from all corners of the world. Together, you’ll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.

With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you’ll be empowered to be you. Just bring your ambition, curiosity and ideas, and we’ll celebrate your work and help you reach your fullest potential.


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