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; andWe 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
To work in partnership with the Commercial Director to develop the overall the field sales and route to market strategy.
To ensure we build an effective, high performing sales force.
Drive and own the targeted trade investment and ensure return on investment.
Accountable for ensuring the field sales team consistently achieve the contact and coverage targets
Ensures the field sales team meets their monthly sales driver objectives.
Accountable for finding and creating new opportunities to grow the Meta brand and expand our distribution network.
Works in partnership with our Distributors to build capability, leveraging Diageo’s Platform for Growth tools.
Builds great relationships with both customers and team members, by conducting regular coaching and accompaniments and ensuring strong visibility in the trade.
Job Requirement
8 to 10 years strong track record in Sales at a management level ideally with experience in at least two areas of Sales including customer or distributor facing roles.
Suitable university / College degree.
Good commercial understanding, P&L literacy, strong numerical skills, a high level of computer literacy and previous experience of financial/data are important.
In-depth of knowledge and the ability to coach others in the Diageo Way of Selling capabilities and tools. Particular depth is required in Distributor Management, Targeted Trade Investment and Customer & Channel Profitability.
Previous experience of managing/leading teams either directly or indirectly and a strong track record as a coach. Able to set a vision and inspire our distributor partners. Able to build true partnerships with distributors and internally with other functions.
Experience of working within and or with other functions and a track record of delivering results through cross functional teams, particularly marketing, supply and corporate relations is critical.
Supported by a business orientated professional or academic qualification