RTD Main Market Channel Manager at Diageo

Role Overview

• To lead and grow the business in the Main Market channel by developing channel strategies, driving executional excellence, and unlocking volume growth for RTDs and other priority categories.

Key Responsibilities:

Channel Strategy Development

• Define and lead the Main Market commercial strategy aligned to brand, trade, and RTM priorities.
• Identify channel opportunities by region, outlet type, brand and pack format.
• Develop annual and quarterly action plans to drive volume, numeric distribution, cold availability, and visibility.

Commercial Execution

• Drive numeric distribution, cold availability, pricing, and visibility standards in key Main Market outlets.
• Lead or support sales programs, promotions, and blitzes with the field force and RTM partners.
• Ensure execution of the Perfect Store framework in high-opportunity Taverns, Counter-Serves and Bulk Breakers.

Sales Team & Distributor Engagement

• Work closely with sales teams and CP&A to activate commercial levers: Promotions, Bundles and Cold space initiatives.
• Conduct joint market visits to monitor execution and gather market intelligence.

RTD Category Development

• Drive penetration and rotation of RTD brands in the Main Market.
• Align with brand teams to roll out RTD-focused activations, sampling, and visibility campaigns.
• Track consumer uptake and channel performance by brand/SKU.

Insights & Performance Tracking

• Monitor and report on key KPIs: Numeric distribution, Volume growth, Price Compliance, Cold Space, Outlet reach and Execution scorecards.
• Use data and trade insights to refine strategies and inform investment decisions.

Qualifications and Experience Required

Qualifications

• Appropriate tertiary marketing and sales qualification – degree / diploma
• Suitable Post Graduate Qualification is desirable

Experience

• Solid background in sales, commercial, or trade marketing roles within fast-moving consumer goods or alcoholic beverages.
• At least 3–5 years focused on the Main Market.
• Hands-on experience working with distributors, sales reps, and RTM partners.
• Proven ability to mobilize field teams and drive execution through a hybrid RTM model (e.g., DSD, van sales, or 3rd-party agents).
• Demonstrated experience developing channel strategies, trade programs, or go-to-market plans targeted at township or informal outlets.
• Ability to localize national plans for regional or route-specific needs.
• Strong track record of in-market execution: driving numeric distribution, growing cooler placements, executing promotions, and activating new outlets.
• Comfort working on the ground, visiting outlets, and engaging with informal traders
• Experience in tracking and interpreting channel performance data (e.g. outlet call cycles, sales dashboards, POS deployment).
• Ability to turn insights into actionable plans to accelerate volume and reach.

Competencies required for success in role

• Exposure to RTD category growth projects or innovations.
• Led or supported Main Market activations, such as roadshows, community events, or sampling campaigns.
• Experience with returnable pack strategy or cold chain execution in the informal trade.