In January 2012, Diageo purchased the Meta Abo Brewery, formerly a state-owned business based in Sebeta, with a rich history in Ethiopia and a historic market share of 50%.
Diageo’s spirits brands have been enjoyed in Ethiopia since 1955, with Johnnie Walker and White Horse being the preferred whiskies of choice for most Ethiopians. With a broad portfolio of international spirits brands, such as Smirnoff Vodka, Baileys and Captain Morgan, the addition of Meta ensures Diageo’s position as the leading total beverage alcohol business in Ethiopia. Since acquiring the Meta Abo Brewery, the team in Ethiopia has worked hard to define the positioning of the brand, invest in marketing activities and build new commercial teams. With this increased investment behind capacity expansion and recruitment of a highly skilled sales force, Meta Classic, Meta Premium and Malta Guinness are enjoying their highest ever rates of sale.
Diageo continues to invest in the communities in which it operates. In Ethiopia:
21 Water of Life projects have become operational over the past 7 years and an additional project started in the southwest region of Ethiopia in 2013. We work in partnership with NGOs and the government to ensure over 45,000 Ethiopians have access to clean drinking water and basic sanitation;
We work closely with small holder farmers of Ethiopia to source barley locally, thereby reducing imports and improving the livelihoods of small holder farmers in partnership with regional agriculture bureaus and the Agriculture Transformation Agency; and
We promote responsible drinking with our world-recognized DrinkIQ programme and ensure that consumers enjoy Diageo brands in a way that reflects both our values and purpose – Celebrate Life Everyday Everywhere.
Key Accountabilities:
Management of our distributors and 3rd Party partners in accordance with our contractual obligations
Ensuring the distributor capability development and performance against the defined distributor execution standards
Developing and implementing joint up business plans between Meta and Distributors/Wholesaler
Ensuring that distributors have the right infrastructure and required capital to service the market.
Review distributor operations weekly/monthly to ensure profitability
Drive Meta Market share
Manage the success of innovations from distribution depots to trade
Job Requirement
A college / University degree in business or related fields is a prerequisite for the job
Work experience on business related field for 4 - 6 years required, experience on FMCG operations has a plus
First Line sales Management in a major consumer goods company ideal.
Demonstrate a successful track record in terms of market share capture, market penetration, brand building, customer service and satisfaction, and volume growth.
Ideally able to demonstrate successes in leading, building and developing a team
IT literacy and the ability to handle electronic data; (Advanced word and excel skills)
Fluent in Amharic and a strong command of written and spoken English