Category & Channel Development Head

Job Description :

About us

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.

Join us and play your part in making life’s moments mean a little more.

About the function

Sales is where our brands meet the real world.

Our commercial teams build the relationships, capabilities and strategies that connect our brands with customers, shoppers and consumers across channels and occasions.

Within this ecosystem, Customer Marketing connects brand ambition with commercial execution. By bringing together category expertise, shopper understanding, customer insights and commercial analytics, the function identifies growth opportunities and translates them into channel strategies that create sustainable value for Diageo and its partners.

About the role

The Category & Channel Development Head will define and lead the commercial channel strategy for Diageo Mexico, establishing how our categories and portfolio will win across On Trade, Off Trade, wholesalers, distributors, traditional trade, modern trade and digital commerce.

This role requires a holistic understanding of the commercial value chain: from consumer demand, shopper behaviour and category dynamics to customer economics, route to market, execution capabilities and financial performance.

You will lead the market’s end-to-end commercial planning process, translating category, channel, shopper, customer and brand insights into one integrated commercial agenda. You will determine where to play, how to win and which growth opportunities to prioritize, aligning long-term strategic choices with annual commercial plans and measurable execution standards.

Working across Marketing, Sales, Shopper Marketing, Revenue Growth Management, Finance and Supply, you will ensure that channel strategies are commercially relevant, financially sound and executable at scale.

Success in this role means delivering sustainable category growth, stronger customer partnerships, improved commercial productivity and profitable market share gains.

Key Responsibilities

• Define and lead the category and channel strategy for Mexico, driving sustainable, profitable growth across On Trade, Off Trade, distributors, wholesalers, traditional trade, modern trade and digital commerce.
• Lead end-to-end commercial planning, integrating brand, category, shopper and customer priorities into one aligned commercial agenda.
• Translate market trends, consumer behaviour and shopper insights into actionable growth opportunities, differentiated channel strategies and compelling customer propositions.
• Define channel roles, customer segmentation, portfolio priorities, assortment and execution standards to strengthen availability, visibility and conversion.
• Partner with Revenue Growth Management and Finance to embed pricing, promotion, portfolio mix and investment effectiveness into commercial plans.
• Align channel strategies with route-to-market capabilities, distributor business models and customer needs.
• Connect commercial plans with Integrated Business Planning, contributing growth assumptions, demand scenarios and innovation launch requirements.
• Monitor category, channel and execution performance, using data and customer feedback to refine priorities and improve results.
• Lead and develop the team while influencing cross-functional stakeholders across Marketing, Sales, Shopper Marketing, Finance and Supply.

Experience & Qualifications

• Bachelor’s degree in Business Administration, Marketing, Economics, Engineering or a related field.
• At least eight years of experience in category development, channel strategy, customer marketing, trade marketing or sales within consumer goods.
• Proven experience developing strategies across multiple channels, with strong knowledge of the Mexican market and distributor-based businesses.
• Holistic understanding of the commercial value chain, including category management, shopper insights, route to market and customer execution.
• Strong commercial and financial acumen, including P&L understanding, pricing, promotional investment and profitability.
• Experience leading commercial planning processes and translating strategic priorities into measurable business outcomes.
• Proven ability to develop teams and influence cross-functional stakeholders.
• Strong analytical, communication, presentation and project management skills.
• Advanced proficiency in Excel and PowerPoint; experience with business intelligence tools.
• Fluent English and Spanish.

Flexibility

Flexibility is key to our success. Talk to us about what flexibility means to you, so that you’re supported to manage your wellbeing and balance your priorities from day one.

Diversity and inclusion

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Recruitment scam warning

Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we’ll never ask for money.

Worker Type :

Regular

Primary Location:

Mexico City

Additional Locations :

Job Posting Start Date :

2026-11-06