Reserve Account Executive

5 months ago

London, United Kingdom Diageo Full time

Job Description:
Reserve Account Executive - Cocktail Bars

Field based London.

About us:
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. With over 200 brands in 180 countries and a global network of entrepreneurial individuals, our teams blend a diverse range of experience, knowledge and skills. We connect customers and consumers to our iconic products and create innovative experiences that bring people together to celebrate life

Reserve GB Context:
Diageo Reserve is a high-growth business that focuses on unlocking the enormous potential of premium and luxury spirits. The Reserve portfolio has tripled in size in the last 5 years, doubled in the last 3 years, and we have the ambition to do the same over next 3 years. With an industry-leading portfolio we are beating the competition, but still only have a small share of the premium spirits' market in GB, so the opportunities for growth are enormous. The Reserve team are focused on building brand momentum and engaging consumers, by working in partnership with the very best trend leading customers.

The strategy for Reserve GB is very simple and clear and the key accountabilities for this role are lined up against that strategy.

Explode growth of our luxury The key battleground to grow these brands will be the Premium on trade universe in GB, approximately 2,000 outlets. Winning here will lead to wider off and on trade distribution

Grow Value on whisky. There is huge potential to grow whisky business through the on and off trade by developing and implementing activities that deliver additional value for the consumer, with both Flavour Led and Aged variants.

This role is focused on the top 0.1% of the On Trade. Specifically working with award winning cocktail bars, or sites we believe could one day be industry leading. In this respect, brand advocacy and engaging these key customers in the right way is as important as the commercial deliverables of this role. This role is all about great relationships and implicitly understanding the inner workings of the top of the bartending industry.

Key Accountabilities:
Working collaboratively across Diageo cross-functional team and our Brand Ambassadors to deliver the annual P&L for your customers. This will be delivered through a combination of securing pouring contracts and delivering exciting and tailored activations on Reserve brands in these accounts. Great activation and collaborative working is a key part of delivering great customer service.
- Play a leading part in influencing the total GB field sales business and help drive scalable solutions particularly on whisky and mass luxury brands.
- Work closely with the BA team to deliver the advocacy ambition and work collaboratively on projects such as World Class
- Deliver accuracy in the P&L and an R&O that feeds through to the On-Trade Channel P&L
- Build and hold relationships with the owners / managers of the key retail groups in your account file
- Drive on trade understanding at all levels within Diageo GB, ensuring that the consumer trends that your customers are experiencing are fed through into brand and customer teams so we are constantly responding to the latest trends.
- Top 2 Leadership Capabilities for this role:_

Win through Execution
- Deliver stand-out brand activations, agreed according to Diageo and customer priorities
- Build the distribution of Diageo’s Incubation and Mass Luxury portfolio
- Seed Diageo’s beer portfolio (Hop House, Guinness, Open Gate Brewery innovation) so that it creates a halo in the wider GB on trade
- Use your experience of the on trade to direct your customer A&P budget towards the highest return on investment opportunities
- Know your own role in beating the competition, be restless in growing your understanding of the premium spirits market and use that to drive performance

Shape the Future
- Develop the strategy by customer and brand to “chart the course” towards the goal of £4m NSV
- Constantly scan the on trade environment for the emergence of new and premium groups that we should be working with
- Identify ways to secure resources and make things happen and have the energy and know how to implement.
- Display commercial savvy. You will be a key enabler of growth within GB and will be expected to harness your commercial insight to create new opportunities.
- Restless in finding solutions to deliver greater value growth for the Reserve portfolio and for your customers
- Idea generation, solution focused, drive new opportunities, anticipate trends and think in the future

About You:

- 5 years of significant on trade experience
- Commercial attitude essential
- Analytical, systems proficiency and advanced Excel skills
- An existing network within the GB on trade preferred
- Able to demonstrate excellent relationship building and influencing skills across functions
- Barrier

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