Head of Commercial Transformation, CCA

Description :Name of the role: Head of Commercial Transformation, CCALocation: Panamá / MiamiType of contract: PermanentAbout the role:The main purpose of this position is to create a Commercial Transformation strategy that prioritizes the value generation of our RTC through the correct diagnosis, design and implementation/management of initiatives and synergies to maximize commercial, logistical, supply and working capital opportunities, positively impacting share, execution and P&L establishing a competitive advantage to accelerate Penetration in TBA.Develop a value creation plan looking for new joint opportunities with new or existing partners including new distribution models (B2C, D2C etc), map with the complete customers ecosystem, working collaboratively with the extended commercial team, finance, supply, ensuring the right capabilities and resources to carry out the interventions and achieve the established outcomes focusing on digitalization and winning in the point of sale with shoppers and consumers.Develop a from-to overview and outline the commercial conditions and execution processes as well as the requirements of the value chain.Leverage data and best practices.Lead B2B & B2C (New Business) Distribution Partners focusing on expanding reach (horizontal growth) and vertical depth (premium execution) while developing our digital capabilities focusing on main KPI´s as Sellout, Sellin, Coverage, Share, VPO, Execution, GM%, Investments rates, Digital KPI´s, while also building commercial capabilities within our partners.Own the commercial capability execution plan in partnership with key markets including: building local faculties through teaching and coaching commercial leaders, executing learning events and programmes and through accompanying and accrediting sales people.Drive customer centricity mindset in CCA, building capabilities of best-in-class Joint Customer Plans and CATMANMain Responsabilities:The Caribbean and Central America (CCA) market is a Diageo business unit that generates approx. £300m NSV. CCA is the most profitable market in LAC both in terms of absolute operating profit and margin. 90% of our NSV is USD invoiced.CCA is a very dynamic market with many opportunities. Our geographical footprint covers 37 countries, where different languages are spoken and we have a population of 80m, 52m of whom are LDA+. Our model is a distributor based RTC with over 40 partners. We also manage several co-packing partnerships throughout the region, and Panama is home to our innovation technology center and principal warehousing operations.The Scotch category accounts for approx. 70% of Total NSV, predominantly playing in the Premium and Super Premium segments; Diageo share of market in Scotch varies from 45% to 75% across the region – making us the number one player.Solves a range of commercial problems; analyses and presents possible solutions within established policies and procedures.Supports and influences decision making on the annual strategy (RTC Strategy) and the related investment and execution plan in key countries.Decides the performance KPIs to track and make sure all countries comply with RTC And Digital Transformation projects.Road Map to develop the E-commerce agenda for the next 5 yearsDecide on E- commerce agency selection.Decide on the right thresholds and budget allocation for E-commerce platforms/partnerships.Leads the content creation for the E-commerce platforms.Select the key E-commerce partners across CCA.Integrate the E-commerce platforms within the current Diageo CCA commercial model, and/or proposed the required changes in the model.Responsible to achieve the financial AOP targets.Manage own T&E operating budget effectively to ensure maximum value for travel plans and entertainment.Responsible for the E-commerce P&L end to end.Direct management along of E-commerce A&P.Direct management of the E-commerce related fees and Trade spent.Manage a team of E-Commerce ExecutivesMentor and influence distributor personnel (Marketing & Sale Teams) ensuring they are an extension of the Diageo CCA team.Deliver capability agenda across distributor personnel.Lead, manage and develop New Commerce Business Channel.Optimize distribution model to meet the targets that make us reach our ambition of volume, value share and distribution.Identify new opportunities in the market, exploring potential partners to amplify our coverage and execution while also mapping current RTC (MT- Whls – OT) opportunities to maximize valueDiagnosis and action to guarantee harmony between the subchannels maximizing Sales, share and ProfitImplement Diageo Way of Distributor Management to build the necessary capabilities so that our partners are equipped to deliver the ambitionRTC Strategy with CMO & MktOperational: logistics and operational cost savings opportunitiesCommunications Planning: Get the best out of our Content creation and media agencies and deliver brilliant joined up Comms and E-commerce plans in a multi-channel environment. Ensures all brand plans across CCA have a strong digital component and investment each year as a part of the game planning process.Partnership Management: Building and managing relationships media and digital organizations across the full range of media channels. Partnering with procurement to get the most out of our agencies and finding the best partnersTechnology experimentation: Partnering with the US and Europe and digital centre of excellence to identify new technological ways to connect with consumers and also make our internal marketing process easierDigital commercialization: Leads the development of the basis for a solid digital commercialization platform, fully integrated with our commercial road map.Data and analytics: Using data to evaluate the performance of media and digital. Developing insights in the best way to leverage interconnected channels. Drive insights into what content works to guide the brand management team on higher engagements on social mediaPartner with compliance teams to ensure full compliance and escalates issues as they arise specially on social media.Execute in partnership with local faculties the core global commercial curriculum that delivers on the market roadmaps and enables the market to meet the minimum level on the global standards and ensuring the sales reps and managers are accredited in line with targets.Build organizational capability on Joint Customer Plan and CATMANEstablish Diageo (and Distributors) as the “Suppliers of choice” (Advantage) About you:Minimum of 15 years of experience in Commercial, Distributor Markets.Bachelor degree in Business / Marketing requiredExperience of managing multiple stakeholder teams across geographies requiredRole is based in Panama / MiamiThis role requires traveling across the focus countries (estimated 30% yearly)Worker Type :RegularPrimary Location:Panama CityAdditional Locations :Miami OfficeJob Posting Start Date : 2024-04-23