RGM Lead SLAC

Job Description :

Context/Scope:

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 particular 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 Revenue Growth Management (RGM) approach within our company processes.

Our approach to RGM 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 RGM Leader will therefore be expected to;

• Partner with local senior stakeholders to embed RGM ways of thinking and processes into the local market Planning and Business Performance Management routines, grounded in an analytical approach
• Act as a mini GM of a multi-functional team to develop and execute holistic business plans that drive a sustainable balance of volume and price mix growth using the outputs from RGM thinking and processes (including headline price, pack & format architecture, trade & portfolio mix, promo effectiveness and trade terms).
• Understand and make decisions based on trade-offs between market share, volume, sales, price /mix and profit.
• Help drive joint value creation conversations with our Customers by grounding our thinking in driving value for Diageo, our Customers and their customers based on shopper insights
• Partner with Regional/ Global RGM to grow capabilities and share best practices

Scope: The scope of this role is SouthLAC (Argentina, Chile, Peru, Ecuador, Bolivia, Paraguay & Uruguay).

Purpose of role:

RGM: The mission of RGM at Diageo is to deliver a sustainable balance of volume, price, and mix. The target is to arrive to a price/mix positive.

Ensure revenue plans are holistic and reach the targeted levels of NSV and price/mix Overall accountability for end to end delivery of RGM services and business outcomes in line with strategic and operational objectives. Maximize revenues and profits from brand and product portfolios in the short and long term through the execution of RGM processes and activities Create 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 Drive, manage, and coordinate the end to end monthly/annual RGM processes Build and maintain effective relationships with stakeholders across functions and at all levels Advise and coach others on the RGM opportunity and their role in it Be the catalyst for change: champion the opportunities available from exploiting RGM strategies and tactics to grow revenue and profitability Drive a holistic approach to RGM capability improvement with a cross-functional and organization-wide perspective Measure, monitor, and report on the achievement of the RGM strategy

Key outcomes of the role:

• Develops and implements RGM Strategies, through partnering with other functions:
  • Deliver analytics-based RGM insights and align across functions (Brand, Finance, Customer Marketing, Consumer & Shopper Insights, Supply Chain, Sales, etc.) on key outputs and opportunities to exploit across the NRM levers.
  • Support the delivery of RGM workshops to share findings, gain input, and drive decision making
  • Support the creation of selling stories that positions Diageo as an expert in this space

• Overall performance management:
  • Understands the volume, price and mix drivers of NSV growth, using VMPC tools
  • Understands drivers of Win With 6 RGM KPIs
  • Partner with commercial planning/ finance/ marketing function to deliver robust AOP plans that will meet the price/mix targets

Completes or oversees/ guides other team members on RGM analytics to make holistic recommendations to deliver RGM targets.

• Market context:
  • Evaluate the overall alcohol market in terms of size and growth trends. Consider breakdown by category/ brand / price tier/ key competitors
  • Evaluate Diageo’s performance within the market – understand differences in profitability between key brands/ categories/ channels/ customers
  • Drives multi-lens market analyses (5Cs: context, consumer, customer, competition and climate) for pricing opportunity identification and impact estimation
  • Co-ordinate with Cat Dev/ Marketing/ Shopper insights to consolidate already existing information in this space
• Headline price
  • Completes consumer price ladders and value chain analysis for priority SKUSs/ brands/ categories/ channels
  • Proposes pricing opportunities and develops pricing scenarios with Brand/Sales
  • Understands price elasticity by key SKUs & brands, and determines relevant price change recommendations
  • Estimates the impact on the Diageo P&L, customer/ distributor margins, and market share of pricing recommendations.
  • Monitors pricing execution (e.g., consolidate and create summary reports across accounts, channels, regions)
• Pack and format architecture.
  • Uses shopper insights to optimize pricing, price/pack architecture of existing formats and sensible pricing discount slopes on various pack sizes/ formats.
  • Determines if we have the right formats to meet relevant shopping missions and consumption occasions, and makes recommendations as needed
  • Uses OBPPC framework (occasion, brand, price, pack, channel/ customer) to develop recommendations
• Trade and Portfolio Mix:
  • Delivers recommendations on the correct assortment & distribution of products to meet key shopping missions and to win profitable market share
  • Understands drivers of trade up/ premiumisation/ different formats and impact on Diageo P&L and customer/ distributor P&L
• Promotional effectiveness:
  • Understands current allocation of promotional investment – by brand/ category/ customer/ channel and by promo mechanic/ seasonality
  • Understands the strategic purpose of the promotion – e.g. improve ROI, drive trial/ penetration, or drive basket size.
  • Identifies promo opportunities based on M&E analysis
  • Consolidates all promotional recommendations into “golden rules” or promo guidelines for the channel/ market
  • Coaches account managers on turning insights into actions and promo effectiveness strategy execution
  • Provides (analytical) support to sales function in promotion decisions and calendar optimization
• Trade Terms:
  • Understands where and how we invest our trade budget, and its evolution over time.
  • Develops proposals to allocate trade investment across channels and customers based on customer segmentation, NSV size and strategic importance
  • Identifies and prioritizes opportunities to align trade architecture to global standard, increase true conditionality and compliance, and move to Joint business planning (JBP) where possible
• RGM enablers:
  • Deliver relevant RGM capability training to other functions in market with whom there is close overlap
  • Contributes RGM insights to MBP, Innovation, commercial and AOP processes
  • Identify data gaps and partner with DBS to develop a roadmap to close them
  • Become the market super-user for RGM analytical tools, train other team members and feedback improvements back to Regional/ Global RGM team

Qualifications & experience required

• Graduate degree in business or other discipline that requires quantitative knowledge
• English.
• Ability to work remotely with virtual teams.
• Demonstrated professional and academic success.
• 8-10 years of business experience, ideally some time spent in revenue management
• Ideally with experience in marketing or sales
• Understands the end-to-end value chain
• Leadership skills – demonstrated significant initiative, tenacity, and leadership in prior job
• Communication skills – able to interact with and persuade individuals at levels senior to him or her, as well as to actively participate in meetings and group discussions with individuals from various parts of the organization (e.g., sales, marketing, finance)
• Commercial Acumen - fully understand the levers of value creation and margin enhancement to drive profitable brand growth for Diageo and our partners
• Analytical and strategic skills – must be able to synthesize marketing and commercial information to draw insights and actionable recommendations (e.g., structure the problem, collect data, identify issues, and present results)
• Evidence of brilliant management of a P&L, demonstrable examples of balanced and effective investment decisions and market share growth, plus a history of in-flight Business Performance Management and course correction.

Flexible working options.

• Role could be based in Argentina (preference), Perú or Chile.
• This role requires traveling within SouthLAC (estimated 15%) and effective usage of virtual communication channels rather than face-to-face meetings with the rest of the SouthLAC organization.

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