Net Revenue Management Analyst at Diageo

For Diageo to achieve its ambitious growth and profitability agenda across the world, markets need to transform the way they develop, plan and execute their commercial plans. There is a focus required on customer planning, customer performance management and revenue management to increase our current performance by delivering a sustainable balance of volume and price / mix growth that drives value for Diageo, our customers and their customers. This role will elevate the importance of “customer”, and customer plans, to the same level as “brand” and brand plans have today. Additionally, it will embed a holistic Net Revenue Management (NRM) approach within our company processes. Our approach to NRM at Diageo aims to ensure we plan, execute and track to deliver a sustainable balance of volume, price and mix:

Our products are optimally priced by channel & customer to drive revenue and shopper behavior goals
Our pack & format architecture is structured to meet key consumption occasions and shopping missions across all channels; pricing & promo mechanics between pack types maximizes revenue and shopping behavior goals
We are making choices about which parts of our portfolio to drive in which channels/customers to win profitable share (through distribution, assortment, and promotion investment decisions)
Our trade spend investment is effective and efficient to drive desired shopping behavior goals and maximize revenue for Diageo and its customers
Our trade terms structure supports our commercial strategy; we are making trade investment level choices based on this strategy

The NRM Insights and Analysis lead will therefore be expected to;

Support the HoNRM, to embed NRM ways of working and processes into the local market Planning and Business Performance Management routines, grounded on in-depth and incisive analysis.

Be a member of a cross-functional team set to interrogate, challenge and support the generation of value adding insights that enable embed holistic business plans that drive a sustainable balance of volume and price mix growth.

Own the generation of insights that drive the outputs from NRM thinking and processes including;

Utilizing the 5 levers – Headline price, pack & format architecture, trade & portfolio mix, promo effectiveness and trade terms.
Generation and analysis of trade-offs between market share, volume, sales, price /mix and profit.
Help inform value creation conversations with our Customers by grounding our thinking in driving value for Diageo, our Customers and their customers based on shopper insights

Work closely with the HoNRM to establish and grow NRM capabilities and share best practices

Partner to the commercial finance manager and overall commercial teams and demand teams.

Market Complexity

The scope of this role is market based – Kenya; which has 97% volume share of beer market. KBL is one of the leading FMCG companies in East Africa and also markets UDV brands. KBL operates in a very competitive environment that has seen the entrance of new players in the total alcohol category. This necessitates the need for a pro-active business approach. An advantaged national distribution network within the Kenyan alcohol market is key to maintaining KBLs competitive advantage and delivering of both volume growth and market share.

Changing macros driven by competition for limited disposable incomes and the opening up of economic trading blocs allowing in flow of products from other markets. Consumers are also becoming more discerning demanding better value for money at the bottom end and un compromised quality at the top. This requires proactive selling to maximize company market share. Trade is evolving and being more sophisticated especially at retail level.

Purpose of Role

• Ensure thorough analysis monitor each of the levers to the delivery of the targeted levels of NSV and price/mix
• Support the delivery of the end to end NRM services and business outcomes in line with objectives.
• Support the creation of fact-based insights and facilitate insight-driven discussions to create and implement strategies and tactics which can grow revenues and profits to deliver customer/channel/country financial targets in the short and long term
• Own the end to end monthly/annual NRM processes
• Support the all- round advice and coach others on the NRM opportunity and their role in it
• Through in-depth analysis support the delivery of opportunities available from exploiting NRM strategies and tactics to grow revenue and profitability
• Drive a holistic approach to NRM capability improvement with a cross-functional and organization-wide perspective
• Measure, monitor, and report on the achievement of the NRM strategy.

Qualifications and Experience Required

• Graduate degree in business or other discipline that requires quantitative knowledge
• 5 years of business experience in commercial or finance Understands the end-to-end value chain
• Ability to work with Cross- Functional teams to support the delivery of role
• Communication skills – able to interact with and actively participate in meetings and group discussions with individuals from various parts of the organization (e.g., sales, marketing, finance)
• Strong Analytical and must be able to synthesize marketing and commercial information.
• Strong understanding of a P&L, demonstrable examples of clear understanding balanced and effective investment decisions and market share growth