Job Description:
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 integral 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.
Context / Scope:
- Diageo Mexico has multiplied the Sales (volume) two times in the last five years and our growth projection is to double the business into the next 5 years, mainly driven by high complexity customers such as Wal-Mart Group, Oxxo, Soriana and Chedraui. We have a clear vision of being recognized as one of the top 3 sales forces within the CPG companies by the modern trade channel
- Diageo has a solid position as market leader into the growing category of Whisky. We want to strengthen our position in Whisky category, but at the same time we have decided to expand our relevance and continue with our value creation strategy by entering in some other categories, such as Rum and Vodka
- Competitiveness in the industry and more fast paced customers have driven the suppliers to develop new business strategies based on deep business analysis and insight generation to meet their expectations and achieve our bolds business goals
- The Modern Trade segments in Mexico are growing its level of sophistication in doing business due to negotiation, alliances / coalitions, new technology and new competitive strategies to attract the consumers and shoppers into their outlets, such as EDLC, EDLP and low levels of inventories
- Cash and Carry sub-channel complexity driven by multi-channel competitiveness.




- Wholesaler representing ~50% of our business has a strong Cat dev opportunity
Range / Dimensions: Nationwide / Accounts
Financial responsibilities & skills:
- Responsible for growing the category
- Being able to understand Diageo’s and its customers’ financial structure
- Deep understanding of space profitability and how to influence customer profitability through category strategies according to different Nielsen Areas
- To collaborate in setting up commercial investment strategy, aligned with JUBP
- To live and prompt a “measurement culture”, from planning to execution (M&E;)
Market Complexity & Commercial responsibilities & skills:
- Previous experience in handling and leading complex Category captaincies
- To build, deploy and embed the Category Strategy across channels and customers
- To accurately discern and interpret market information, in order to encourage the commercial team to act based on the right issues, opportunities, barriers and threats
- Confirmed expertise on identifying strong customer’s and shopper’s insights to trigger actions that address the right issues
- To have the expertise and determination in driving fantastic execution
Leadership responsibilities & skills:
- To inspire a “customer collaboration culture” within Diageo
- To drive forward the Category Strategy within Diageo
- Value business creation with worldwide Team




- To be responsible for the commercial agenda beyond Category Development boundaries
- To pursue “constant improvement” through innovation in our WoW
- To be proficient in communication skills
- To live the compliance agenda every day
Purpose of Role:
- Winning customers’ offer by driving sustainable category growth through extraordinary commercial propositions based on strong and conformed insights
- To lead the people development agenda, in order to guarantee the best talent for now and the future
Top 3-5 Accountabilities:
- Leader of the category development agenda
- Strategic partnership within Diageo and toward customers faithful to JUBPs
- Key partner in people and talent development.
- To lead the category strategy deployment from planning to action, to ensure right SoS across the Spirit’s Category, to supervise the design and execution of planograms for every store according to the right layout and the strategy
- Encourage team to pursue constant improvement through “learning culture” and innovative thinking
Qualifications and Experience Required:
- Confirmed 6 years’ commercial experience
- Proficient in English /Spanish
- Confirmed Category development experience with a FMCG company
- Previous experience in handling and leading complex Category captaincies
- Key business performance indicator tool user (Nielsen, Space Planning, Power BI)
- To have accomplished an advanced level in negotiation skills
- To domain an advanced level on project management skills
Flexibility
This is key to success in our business and many of our staff work flexibly in many different ways. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.
Diversity statement
Celebrating our inclusive and divers

📌 Category Development Sr. Manager (Ciudad de México)
🏢 Mey|Diageo
📍 Ciudad de México