Direct To End User (DTEU) Lead at Diageo

Purpose of Role:

• The DTEU Executive is accountable for driving Direct-To-End-User initiatives and platforms to drive consumer engagement, convenience, and incremental commercial growth.
• The role translates strategy into action by delivering seamless execution of DTEU propositions, ensuring operational excellence across ordering, fulfillment, and delivery, and maintaining high-quality consumer experiences across all touchpoints.

The role is expected to:

• Complete DTEU plans and initiatives in line with Emerging Channels strategy
• Ensure seamless end-to-end consumer experience across DTEU platforms
• Drive outstanding operational performance in ordering, fulfillment, and delivery
• Support delivery of net sales value, sales quantity, and customer interaction through DTEU

Dimensions:

Financial

• Supports delivery of NSV, volume, and margin targets through DTEU initiatives
• Delivers DTEU investments in line with approved plans to deliver return on investment
• Contributes to Emerging Channels growth and performance targets
• Contribute to the delivery of an optimized brand portfolio across DTEU platforms, driving premiumisation, high NSV brands, and margin growth

Market Complexity

KBL operates in a sophisticated and fast-evolving environment requiring strong execution due to:

• Increasing demand for convenience-led and digital consumption
• High consumer expectations on speed, service, and experience
• Dependence on third-party platforms and logistics providers
• Need for seamless integration across commercial, digital, and operational teams

Role Responsibilities

• Build strong understanding of DTEU consumers, occasions, and market trends to identify growth opportunities
• Plan and implement DTEU initiatives (campaigns, gifting, bundles, events, and experiences) to drive NSV
• Manage end-to-end operations including order fulfilment, stock coordination, and delivery performance
• Ensure excellent product availability, clear communication, and consistent execution across all platforms
• Deliver high-quality, flawless, and premium consumer experiences across all touchpoints
• Collaborate cross-functionally and manage external partners to ensure aligned and efficient execution
• Track and optimise performance across key metrics (sales, conversion, service levels, return on investment)
• Manage budgets, monitor cost efficiency, and ensure accurate reporting and governance

What Success Looks Like

• Seamless execution of DTEU platforms with high service levels and consumer happiness
• Growth in DTEU-driven NSV, volume, and consumer engagement
• High operational efficiency across fulfilment and delivery processes
• Consistent, premium-quality consumer experiences across all touchpoints
• Strong partner coordination and execution alignment
• Measurable return on investment and continuous improvement across DTEU initiatives

Governance – Risks & Controls:

• Ensure compliance with KBL Code of Business Conduct, policies, and governance frameworks
• Adhere to legal, regulatory, and safety requirements across all DTEU activities
• Ensure proper management of budgets, assets, and trade materials
• Maintain audit readiness and compliance with internal control frameworks
• Ensure responsible and compliant consumer engagement

Qualifications, Experience & Skills:

Qualifications

• Bachelor’s degree or equivalent experience in business, Marketing, Sales, or related field.

Experience & Skills

• 2–4 years’ experience in FMCG, e-commerce, sales, or commercial roles
• Exposure to D2C, delivery platforms, or digital commerce advantageous
• Strong execution and operational management capability
• Strong collaborator coordination and communication skills
• Ability to manage multiple priorities and timelines
• Strong analytical and problem-solving capability
• Interest in digital, consumer experience, and emerging trends