Commercial Lead - Vietnam

Commercial Lead Vietnam

About Us

With over 200 brands sold in nearly 180 countries, we're the world's leading premium drinks company. From global icons like Johnnie Walker, Guinness and Tanqueray to Smirnoff and Don Julio, we create brands consumers love. Bring your passion and use your curiosity as you explore, collaborate and innovate. Together with passionate people from all over the world, you'll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

About the Function

Commercial is where our brands meet the real world.

This team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to ensure our brands are part of moments that matter everywhere.

• Develop and execute the commercial strategy for Vietnam, translating business priorities into clear commercial plans that deliver sustainable growth.
• Lead the commercial transformation agenda, driving organizational capability, sales effectiveness, digital adoption, customer engagement, and continuous improvement initiatives that strengthen long-term commercial performance.
• Design and optimize the Route-to-Market (RTM) and commercial operating model across channels to maximize market coverage, customer reach, sales productivity, operational efficiency, and profitability.
• Drive commercial performance across all channels, delivering NSV, volume, market share, price/mix, trade investment productivity, and profitable growth.
• Build and strengthen strategic partnerships with key customers, distributors, and commercial partners, developing joint business plans that create long-term mutual value.
• Identify and unlock new business opportunities through customer development, channel expansion, and strategic commercial initiatives.
• Lead commercial negotiations with major customers while ensuring sustainable, mutually beneficial commercial outcomes.
• Drive excellence in sales planning, forecasting, distributor governance, execution standards, and commercial planning.
• Ensure disciplined deployment of pricing, promotional investment, and trade spend in line with business priorities and governance requirements.
• Partner closely with Marketing, Supply Chain, Finance, HR, Legal, and Corporate Relations to deliver integrated commercial plans and business objectives.
• Lead, coach, and develop a high-performing commercial organization, fostering a culture of accountability, collaboration, and continuous improvement.
• Represent Diageo externally, strengthening relationships with customers, distributors, industry stakeholders, and strategic partners.
• Champion responsible commercial practices while ensuring full compliance with Diageo policies and all relevant regulatory requirements.

• Bachelor's degree in Business, Commerce, Marketing, Economics, or a related discipline. An MBA or postgraduate qualification is advantageous.
• 12+ years of progressive commercial leadership experience within FMCG, beverage alcohol, consumer goods, or other complex route-to-market businesses.
• Proven experience leading large-scale commercial transformation programmes, including sales capability enhancement, operating model redesign, commercial excellence, digital enablement, or Route-to-Market transformation.
• Strong experience across sales leadership, key account management, distributor management, customer development, and commercial excellence.
• Demonstrated success in designing and implementing Route-to-Market (RTM), commercial transformation, and go-to-market strategies that improve market coverage, customer penetration, execution effectiveness, and sustainable growth
• Extensive experience managing strategic customer relationships and leading complex commercial negotiations with key accounts.
• Strong commercial and financial acumen with experience managing pricing strategy, trade investment, forecasting, profitability, and performance metrics.
• Proven ability to translate consumer, customer, and market insights into actionable commercial strategies and growth opportunities.
• Experience working within matrix organizations, influencing senior stakeholders across regional and global functions.
• Excellent leadership, communication, stakeholder management, and influencing skills, with the ability to build strong cross-functional partnerships.
• Demonstrated ability to lead, coach, and develop high-performing commercial teams in a dynamic and fast-paced environment.
• Experience within Southeast Asia is highly preferred, with strong understanding of the Vietnam market considered a significant advantage.
• Fluent English is required. Vietnamese language capability would be advantageous.