Job Description :
Job Title: Director Activation Control
About us: With over 200 brands sold in nearly 180 countries, we're the world's leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you'll test new ideas, learn and grow, and unlock a brighter, more exciting future. Join us to create a career worth celebrating.
About the role:
The Trade Development Director will lead and advise the Trade Development team in their market level Planning, Broker communications/alignment, and channel-specific program development, across Diageo US Spirits brands, in 17 Control States.
The successful candidate will leverage strong analytical capabilities and exceptional relationship management skills to build partnerships with key internal and external stakeholders, develop innovative brand building trade development programs, and navigate the complexities of the 17 unique Control markets. This role is essential in orchestrating and maintaining active collaboration that promotes teamwork across a wide network of team members.
Role Responsibilities:
This role must influence and provide direction to Diageo personnel in market and broker Sales & Trade Development teams. There is a strategic, advisory, planning and tactical activation component to the role. The successful candidate will be tasked with the following:
Deploying and activating channel programming directly with Broker Sales teams, State Customers & Diageo Sales teams to promote the growth of our brands and the Spirits Category for our customers.
Activating On & Off premise marketing strategies, growth drivers and tactics with a beverage alcohol consumer. Must possess knowledge of the 3-tier system, the LCB/State Controlled Route to Consumer and how best to improve opportunities for our brands consistent with customer needs. Shown ability to translate and align consumer and channel insights/needs with shopper & customer needs. Candidates will work seamlessly across Internal/External Sales, Customers, Marketing, Innovation, Trade Marketing, Finance and other functions from time to time. Must have the ability to influence and run multiple business priorities.
Leading Control State Share evaluation and intervention work on behalf of the control states with our brand and central commercial partners ensuring we have the plans to consistently win market share.
Management Responsibility
The Trade Development Director reports to the SVP, Performance Management of Control States. This role will lead a team of 6 regional managers and effectively influence the broker trade development teams. The Trade Development Director in partnership with sales leadership will consistently review activity/investments to ensure the Control Division remains on track to achieving short- & long-term goals. They will lead A&P planning & input directly to the annual operating plan and ongoing into the monthly / quarterly planning calendars, working with Trade Marketing/Brand and local teams to adjust where vital.
Strategically shape A&P spend to maximize investment based on insights, analytics, market nuances and commercial strategy.
Develop customer specific programs based on MBP's/National Calendar activity.
Deploy National Programs - break down and simplify national programs into monthly/quarterly priorities and provide distributor/broker with information needed for them activate effectively.
Share winning mindset that consistently develops collaborative plans with brand teams and other central partners to ensure we have the tactics to win in control markets.
Experience / skills required:
Team leadership, mentoring & talent development
Commercial Marketing experience - ideally in a 3 and/or 2 tier market
Experienced budget & financial control management - working with Anaplan or similar planning systems to cascade and track spend.
Trade Marketing and/or Brand Management Experience including experience with Key Account/Shopper marketing execution
Insight and understanding of both On and Off Trade business / growth drivers.
Must have strong influencing, negotiation skills across a sophisticated and matrixed corporate environment
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.
Rewards & Benefits Statement :
We recognise and value performance, offering our people a highly competitive Rewards and Benefits package.
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!
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.
Worker Type :
Regular
Primary Location:
3WTC
Additional Locations :
Job Posting Start Date :
2026-01-30
Salary Range:
Minimum Salary:
$146625
Maximum Salary:
$244375
At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others. (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.) The salary range displayed is the salary range for the role's primary location.
With over 200 brands sold in more than 180 countries, we're the world's leading premium drinks company. Every day, over 29,000 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
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