RTC Development Manager at Diageo

The KBL mission is to grow Total Business Alcohol market share by growing spirits from 47% to 70% by 2022 whilst protecting beer share currently at 97% volume share of  market. There is thus need to prioritize transformation. The national distribution structure within the Kenyan alcohol market is key to KBLs spirits delivery of both volume growth and market share.

Leadership Responsibilities:

• Be authentic: consistency in own behavior, treat others fairly, show courage in the face of opposition, adapt to changing business needs and work with integrity:
• Consistently deliver great performance EDGE:  be action oriented, set priorities, drive for results and create collaborative relationships
• Connect to the Diageo purpose: reinforce the Diageo values, generate excitement and passion about our brands and take personal responsibility for brand quality
• Find solutions: creativity & decision quality, problem solving & process management and demonstrates commercial acumen
• Grow yourself builds self-awareness and listens, learns from both experiences of success and failure, constantly works for self-improvement and proactively seeks feedback from others.

Purpose of Role:

• To drive RtC strategy across KBL value chain by building a world class route to consumer system.
• To create advantaged Route to Consumer in all markets, focusing on salesforce effectiveness, distributor management, advantaged trade terms, commercial plans and demand forecasting.
• Ensure brilliant execution of our customer and consumer programmes and therefore transform Route to Consumer in order to establish this as an area of competitive advantage and a key enabler to the achievement of both our Marketing and Sales Strategy to deliver NSV and OP objectives.
• To ensure we win in market, now and in the future, Diageo needs inspired, motivated and equipped commercial managers capable of exceeding the goals asked of them.
• This is a commercial position aimed at building RTC Development knowledge and awareness and adoration within the salesforce as well as key stakeholders, driving and inspiring customer loyalty and demand, which will in turn transform into consumer demand.
• Own, develop and drive the relationships and commercial agenda through influencing customers – this is a customer facing role.
• Develop customer management capability
• Deliver breakthrough business performance through influencing and working with others
• Identify and manage Spirits distribution (listing) opportunities as defined for the fiscal year.
• Overarching role is to drive sprits strategy across KBL value chain.

Accountabilities

• Sizing up the Net revenue Management opportunity in a bid to drive a mix that positively impacts on the profitability of the business
• To develop a proper RTM leveraging on our strong beer distribution channel and propose deliverable actions, plans and initiatives to accelerate growth in existing whilst also proactively tapping into emerging channels
• Increasing coverage and distribution to Gold Distributor standards.
• Implementing distributor operational effectiveness to required standard (warehousing stock management)
• Reviewing distributor performance on Distributor Management System to gain insights and target impactful activities with desired Return on Investment (ROI)
• Own the regional  business P&L by driving category growth and mix
• Drive contact with regional KBL distributors and top spirits wholesalers. Holds regular business reviews with key distributors focusing on growth drivers as stipulated in the gold standards.
• Develop and implement a Capability training program for the Distributor Leadership Team on Commercial, Finance, HR, Supply & IS.
• To initiate and take leadership in implementing motivating incentives to the distributor teams to support new route to market for spirits to deliver exceptional results for spirits.
• To build productive working relationships with customers (Internal and external) and regional field sales team
• Propose and Influence a winning pricing strategy and engage brand assurance to tame contra brands and counterfeits.
• Gather insights on prevailing market trading terms, analyze retail audit data to grow Numeric distribution, implement tactical and strategic plans to beat competition.

Qualifications and Experience Required:

Qualifications

• A Bachelors degree in a relevant field

Experience

• At least 5-8 years FMCG experience gained across commercial and other functions with a Strong track record in People Management & / or commercial roles within a consumer goods environment.
• Well-developed commercial awareness and customer focus.
• High cognitive ability, Deep Analytical and critical thinking skills

Functional Knowledge & Skills

• Trade and/or brand strategy development
• Trade marketing development
• Customer engagement
• Logistics/ supply chain management
• Account management

Managerial & Interpersonal Skills

• Motivating, coaching and developing people
• Developing and maintaining relationships with clients, external suppliers and commercial partners
• Effective communication and presentation
• Selling
• Negotiation and influencing
• Project management

Key Success Factors

The most important metrics by which successful performance will be judged are:

• Discipline
• Overall numeric and weighted distribution performance
• Product availability/ distribution targets
• Customer satisfaction targets
• Achievement of target contracts
• Quality and competence of our RTC execution partners

Additionally, shares accountabilities with others in terms of: 

• Sales volume
• Market share