Category & Channel Growth Leader

Diageo; Ciudad de México; On-site; MXN 1,200,000 - 1,800,000; Full time

Job summary

Diageo Mexico is seeking a Category & Channel Development Head to define and lead the commercial channel strategy across On Trade, Off Trade, distributors, wholesalers, traditional trade, modern trade and digital commerce. You will translate insights into a unified commercial plan and guide end-to-end planning.

You will collaborate with Marketing, Sales, Revenue Growth Management, Finance and Supply to ensure commercially relevant, financially sound strategies and measurable execution.

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.

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.

Skills

Category management

Channel strategy

Trade marketing

Sales leadership

Financial acumen

Education

Bachelor's degree

Tools

Excel

PowerPoint

BI tools

Job description

Diageo Mexico is seeking a Category & Channel Development Head to define and lead the commercial channel strategy across On Trade, Off Trade, distributors, wholesalers, traditional trade, modern trade and digital commerce. You will translate insights into a unified commercial plan and guide end-to-end planning.

You will collaborate with Marketing, Sales, Revenue Growth Management, Finance and Supply to ensure commercially relevant, financially sound strategies and measurable execution.