Category & Channel Strategy Lead — Mexico

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

Job summary

Diageo Mexico is seeking the Category & Channel Development Head to define and lead the commercial channel strategy across On Trade, Off Trade, distributors, traditional trade, modern trade and digital commerce.

You will drive end-to-end commercial planning, translate insights into an integrated agenda, and ensure financially sound, scalable channel plans with cross-functional leadership.

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 knowledge of the Mexican market and distributor-based businesses.
• Advanced proficiency in Excel and PowerPoint; experience with business intelligence tools.
• Fluent English and Spanish.

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 development

Channel strategy

Customer marketing

Trade marketing

Sales

Analytical skills

Communication & presentation

Team leadership

Project management

Education

Bachelor's degree in Business Administration, Marketing, Economics, Engineering or related field

Tools

Excel

PowerPoint

BI tools

Job description

Diageo Mexico is seeking the Category & Channel Development Head to define and lead the commercial channel strategy across On Trade, Off Trade, distributors, traditional trade, modern trade and digital commerce.

You will drive end-to-end commercial planning, translate insights into an integrated agenda, and ensure financially sound, scalable channel plans with cross-functional leadership.