**Job Description :** **Job Title:** Channel Manager Premium Core Brands **Level:** Mid-senior Level **Reports To:** Head of Customer Marketing – Premium Spirits **Context/Scope:** Diageo is a global organization with over 28,000 talented people and a presence in 180 countries. We invent strong brands for today and for the future, upholding the quality of our products and taking personal accountability for the history and future of our brands. African businesses account for over 10% of Global Diageo revenue, with a workforce of more than 6,000 employees. We create wealth directly through our operations and indirectly through our broader value chains, where we support development and growth in partnership with businesses and communities. Today, Africa is a predominantly beer region and we will continue to grow Beer fast. We also recognize an even greater opportunity in Spirits and recently reorganized our business to put focus on transforming and accelerating Spirits to double its current revenue through EABL Premium Spirits organization. **About the Function:** Our Sales team love building relationships, connecting with customers to sell our much-loved brands in new and vibrant markets where they can thrive. They help sell our iconic brands across 180 countries every year. We’re operating across different markets, channels, and areas of expertise. Using your curiosity and passion, you’ll make the most of consumer insight and digital platforms, reaching new customers, markets, and celebrations to help us achieve our growth potential. We’ll support your learning and growth as you develop your career with us and work with people across our business to realize your fullest potential. **About the Team:** EABL F30 ambition is to be build a Reserve and Premium Spirits business, be market leaders in the category and grow at: $250M NSV; Market Share - +70% **Market Complexity:** East Africa Breweries Limited (EABL), one of the largest companies in East Africa, has extensive operations in Kenya including Kenya Breweries Limited (KBL) which produces, markets and sells alcoholic and non-alcoholic beverages in Kenya, and East African Maltings Limited (EAML) which sources raw materials for EABL’s business. EABL has subsidiaries in Uganda and Tanzania, as well as export operations in other markets in the region, and is a subsidiary of Diageo plc, the global alcoholic drinks company. EABL is the largest business unit in Diageo Africa operates two spirits distilleries at Nairobi and Kampala, six breweries at Nairobi, Kisumu, Kampala, Moshi, Dar es Salaam and Mwanza and one malting plant in Nairobi. **About the role:** This is a trade marketing role responsible for developing and implementing channel strategies to drive sales, distribution, and market penetration through premium core retail and distribution channels. This role involves building a strategy and framework geared towards optimizing channel performance and collaborating with cross-functional teams to achieve business objectives. **Role Responsibilities:** + **Channel Strategy Development:** develop channel strategies aligned to business objectives, market dynamics, and consumer behavior; identify and prioritize target channels based on market opportunity, competitive landscape, and brand positioning; Define channel-specific objectives, KPIs, and performance metrics to measure success and track progress; collaborate in the development of integrated marketing campaigns that leverage both brand and channel-specific insights. + **Distribution Management:** optimize product distribution strategies to maximize availability, reach, and shelf presence in target channels and markets; monitor and evaluate distribution network performance, identifying opportunities for expansion, consolidation, or optimization; develop sales plans, targets, forecasts to drive market share growth. + **Channel Marketing and Promotion:** develop and execute channel-specific marketing and promotional campaigns to drive traffic, increase sales, and enhance brand visibility; co-ordinate with marketing and creative teams to develop channel-specific marketing materials, POS displays, and promotional collateral; monitor and evaluate the effectiveness of marketing and promotional activities, tracking ROI; adjust strategies as needed. + **Market Analysis and Insights:** conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape; utilize market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel; stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance. + **Budget Management:** develop and manage the channel budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and ROI potential. Optimize spending to maximize channel impact and efficiency. **Experience / skills required** + Educated to university degree level or equivalent. Postgraduate qualifications an advantage + Minimum 5 years’ experience either within an FMCG organisation within commercial or customer marketing + A strong track record in field sales & customer marketing experience, with demonstrated ability in planning and execution. + A good understanding and strong capability to coach others on customer marketing fundamentals and below the line process. + Excellence in terms of interpersonal skills and ability to brilliantly manage relationships with internal and external stakeholders + **Strategic thinking** - A strategic and visionary leader able to make bold strategic choices that deliver for the short and long term. + **Commercial acumen** – An understanding of business end to end and providing robust counsel to executive team. + **Performance driven** - Has an acute focus on performance and results, is highly accountable and determined to win. + **Agile** - Demonstrates pace and urgency, responding quickly to emerging threats and opportunities, + **Influencing** – can navigate a matrix organisation and build brilliant relationships internally and externally. + **Personally resilient** – able to maintain emotional balance in the face of pressure and high-performance expectation. + **Externally focused -** Great external radar to spot opportunities and challenges and strongly networked into key communities of experts to understand market and legislation trends. + **Invest in Talent** – Track record of leading leaders and ability to build and nurture high performing teams and insightful into what drives performance. **Flexible Working Statement:** Flexibility is key to our success. From part-time and compressed hours to different locations, our people work flexibly in ways to suit them. Talk to us about what flexibility means to you so that you’re supported from day one **Diversity statement:** Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this. We embrace 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 and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more. Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world. Feel inspired? Then this may be the opportunity for you. **Worker Type :** Regular **Primary Location:** KBL **Additional Locations :** **Job Posting Start Date :** 2025-01-31 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. **DRINKiQ** What's your DRINKiQ? Take our quiz to understand how alcohol is made and explore the effects of drinking. You can discover everything you need to know at DRINKiQ (https://www.drinkiq.com/en-gb/)