Spirits Market Manager West Africa At DIAGEO

Posted : 20 March, 2020
Location : Douala, Cameroon
Category : Sales & Marketing
Job type : Full Time

Spirits Market Manager West Africa

Douala, Cameroon

Job Description :

Job Title: Spirits Market Manager West Africa (Partner and Emerging Market)

Location: Douala

Level: 5A

Reports To: Head of Commercial

Diageo Business Context:

Welcome to the Diageo world of exciting possibilities, a world of celebrating life every day, everywhere. Diageo is a truly global organisation with over 28,000 talented people and a presence in 180 countries. Across our 21 markets, our brand portfolio represents our biggest strength, and our biggest passion.  Be it our global giants, local stars or reserve brands we use our vision, creativity and courage to drive the growth of our products worldwide.  We invent strong brands for today and for the future; upholding the quality of our products and taking personal accountability for both the history and for the future of our brands.

We have more than 6,500 people working with Diageo in Africa: our Africa businesses account for over 20% of Diageo workforce worldwide. In all that we do, we seek to bring out the best of our Diageo values and release the ‘spirit of joy & community’ which is alive across the African continent. In Africa we create wealth both directly through our operations and indirectly through our broader value chains where we support development and growth in partnership with businesses and communities.

Thirteen of our production sites in Africa are in water stressed areas; so much of our focus is on managing water use in our operations effectively and reducing water poverty in surrounding communities through our pan-African Water of Life programme. Since its launch in 2006, we have brought safe drinking water to around 10 million people.

We are committed to our vision of being ‘the best performing, most trusted and respected consumer goods company. To be a part of Diageo is to be a part of history – and to have the unrivalled opportunity to make your own mark in history.

Financial Complexity

Partner and Emerging Markets

Diageo Partner and Emerging Markets is part of a dual listed (London and New York) global organisation operating within a complex local environment. Financial complexity is driven through the reporting, planning and forecasting requirements of our global shareholder along with ensuring compliance with local legislations of countries we operate. In addition, compliance with Sarbanes-Oxley codes of good practice is required due the Diageo listing on the NYSE. The complexity of our markets, 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. The volatility of the African Partner and Emerging Markets macro-economic environment drives a level of complexity when managing global targets, local input costs and product imports. Cost drivers such as inflation and global vs local exchange rates impact our cost base strongly and need to be managed closely.

Market Complexity

Partner and Emerging Markets

Diageo Partner and Emerging Markets operates in a complex, ever changing and extremely exciting market environment. Year to-date NSV of 80M GBP.

Partner and Emerging Markets is a new business unit within Diageo Africa. It is focused on driving significant business growth and transformation outside our established in market companies. It covers 27 countries (across West, Central, Southern Africa Emerging Markets and Angola) with a total population of over 230M and where our current business includes partnerships with local beer producers (predominantly BGI & Heineken) and International Premium spirits agents/distributors and joint venture operations in Angola.

The focus of the business unit will be to build new businesses, initially in Cote d’Ivoire and Angola and to manage and evolve our existing partnerships. In doing this, we will look to enter the mainstream spirits market with local production through new partnerships.  This is a highly entrepreneurial business unit, operating across a broad and diverse set of geographies. The environment dynamic and the agenda is exciting and ambitious with a number of strategic choices to be made from portfolio, to production, route to market and partnerships.

Our extensive spirits brand portfolio services consumers across our diverse nation and we must continuously strive to keep up with the fast-changing market trends and challenges inherent in that.

The PEM business unit will be the main platform for managing “new business” initiatives and pan-Africa projects.

Purpose of the role

This is a customer facing role first and foremost. The role leads, develop and drive the relationships and commercial agenda with customers / partners / distributors.

The role provides long and short-term guidelines to the Partners supported by the Diageo Way of Distributor Management, Joint-up Business planning and well-defined rhythm and routines with Partners. Through this, we ensure partners’ involvement in our planning, strive to great execution daily of brand /trade programs, consistently reviewing and managing performance. It also involves high level of agility and responsiveness with respect to competitive threats.

The role also manages, train, coach and motivate the Partner / distributor Salesforce, in order to deliver trade marketing activities that are superior to the competition in respect of both core and added value services. In addition, the purpose of the role will be to provide data and maintain accurate records on key outlets depletions, distribution metrics, pricing, and competitor’s moves.

Key Performance Indicators:

NSV – Responsible Gross Margins – Responsible OO% - Responsible Volume – Responsible P&L – Influence OP – Influence

Leadership and Functional

Expected Leadership capabilities:

Win through Execution

  • Lead bold execution in a fast-moving world
  • Act like owners of Diageo by holding self and others to account for highest standard
  • Scan the environment constantly and adapt plans with pace
  • Inject a restlessness to win and unlock capacity to decide and act quickly
  • Demand brilliant execution to ensure we always win at the point of purchase

Inspire through Purpose

  • Amplify our purpose internally and externally
  • Create meaning, pride and belief for others through Diageo’s purpose
  • Inspire teams to take entrepreneurial risks; encourage and recognize learning
  • Build trust and respect in Diageo through open and honest relationships
  • Celebrate frequently the impact of living our purpose

Shape the Future

  • Create focus and ownership for shaping Diageo’s future ambition
  • Enable others to imagine the future and be brave to act boldly now
  • Set context and empower people to experiment and unlock opportunities for growth
  • Demand diverse external perspectives and trends that create impetus for Change
  • Insist on sufficient data and insights that quickly move us to action

Invest in Talent

  • Harness the full extent of Diageo’s talent and diversity
  • Take bold bets on talent underpinned by rigorous assessment
  • Build and coach diverse teams to unlock performance and growth
  • Create an inclusive environment where everyone can be at their best
  • Instil agility and resilience in our teams


Customer / Partner / Distributor management

- JUBP - Responsible

- Performance (VVA) (Shipment and depletion) - Responsible

- Relationships (Performance rhythms and routines) - Responsible

- Contractual administration (Partners and Distributors) - Influence

Chanel Management

- Performance plans - Influence

- Performance measurements - Influence

- Sales execution - Influence

- Sales fundamentals (Price, availability, OOS and etc.) - Influence

Brand marketing

- JUBP (Consumer context) - Awareness

- Range (Innovation /NPD) – Influence

- MBP input - Awareness

- Activity execution - Awareness

Operations / Customer Service / Logistics

- Sales forecasting (Forecasting accuracy)

- S&OP

- Orders from customers


- Trade balance / account

- Value chain

Market management

- Market macro environment - Awareness

- CR – Tax and excise insights - Awareness

- KYBP input - Influence

- Future business development - Awareness

Qualifications and Experience Required

  • Bachelor’s Degree, Further degree or post-grad with marketing focus desirable.
  • Min of 6 years’ experience in blue chip multinational FMCGs in Sales (Trade) roles with involvement in broad commercial issues.
  • Demonstrable experience in the Commercial execution activities based on consumer insights.
  • Cross functional experience is critical, especially across Sales and with other functions including marketing
  • Holding tension for brilliant marketing creativity and execution
  • Ability to Influence senior teams, partners and distributors.
  • Multi-cultural exposure.

Barriers to success

  • Inability to integrate and act as a member of the Commercial team.
  • Inability to connect and build positive relationships with Partners, Distributors, Management and all relevant stakeholders.
  • Lack of understanding of the commercial and Demand agenda
  • Inability to grasp complexity of market (multiple channels, categories, languages, cultural differences, norms and practices)
  • Inability to influence senior cross functional stakeholders.
  • Inability to balance multiple priorities and work to a series of tight deadlines
  • Lack of understanding on consumer motivations, aspirations and trends.
  • Lack of cultural awareness/empathy or language skills where appropriate.
  • Inability to undertake extensive travel in poor quality infrastructures.

Success enablers

  • Ability to lead and inspire a direct and virtual team
  • Ability to drive transformation agenda while delivering day-to-day performance needs
  • Ability to build effective relationships across the organisation
  • Ability to move quickly between big picture and the detail
  • Ability to deal with ambiguity and drive multi-functional outcomes

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