Head of Gulf

Market Context and Role Scope

The Middle East and North Africa (MENA) is one of the most complex, volatile and opportunity-rich regions globally, characterised by rapid growth, regulatory sensitivity and significant diversity across markets. The region spans 17 countries, including sanctioned and dry markets, and serves a population of approximately 500 million people with highly diverse cultural, religious and socio-economic profiles. With around 95% of the population Muslim, the beverage alcohol industry operates in a uniquely sensitive environment where reputation, compliance and stakeholder management are critical to sustainable success.

The total beverage alcohol landscape in MENA is shaped by frequent shifts in political, cultural and religious dynamics, resulting in evolving government legislation, changing consumer behaviour and continual Route to Market complexity. Success in the region requires sophisticated RTM design, strong distributor partnerships and the ability to adapt at pace to changing regulatory and market conditions.

At the same time, MENA is undergoing a structural transformation. Governments are accelerating diversification agendas most notably through Saudi Vision 2030 and UAE Vision 2030 to reposition the region as a global hub for tourism, hospitality and luxury experiences. This evolution creates significant long-term growth opportunities for Diageo, particularly across on-trade, travel retail, luxury, local bottling, non-alcoholic beverages and emerging alternative channels.

Within this context, MENA represents a strategically critical growth engine for Diageo, encompassing developed, emerging and frontier markets, primarily operating through distributor-led models. The Commercial Director - MENA leads across this breadth and complexity, shaping differentiated market and channel strategies, unlocking growth through premiumisation and innovation, and ensuring Diageo wins responsibly and sustainably across on-trade, B2B, travel retail and increasingly omni-channel and e-commerce routes to market.

Within MENA, the Gulf remains the biggest region in terms of NSV mainly driven by the UAE. The region will be driving the growth of MENA in the next 5 years.

UAE being the biggest market in the region, it showcases a mix of 4 channels:

1. Very advanced On-trade where the biggest global groups are operating in Dubai.

2. Fast-growing retail channel which is yet untapped for Diageo although it doubled year on year

3. E-commerce with Spirits now being sold online.

4. FTZ Middle East, a strong yet volatile channel that needs close control on pricing and stock movement.

Purpose of the role

The Head of Gulf is a key member of the Commercial Team and reports to the MENA Commercial Director. This highly strategic role will be responsible for driving value market share and best practices in well-established markets like UAE and build and develop new RTC in markets like Saudi Arabia. The role leads and inspires an international team of 6 FTEs and extended team of Diageo's distributors in the region.

Key Responsibilities

• Lead the development and implementation of the market strategy to optimize growth opportunities, market share win and profit enhancement.

• Create value by locking strategic pricing and trade terms across the value chain and by achieving the triple Win for Diageo, Distributor and Customer.

• Develop an omnichannel strategy ensuring a cohesive consumer experience across all channels (e-com, on trade and off trade).

• Lead the relationship with key and relevant stakeholders (external and internal), especially distributors while keeping a sustainable, mutually profitable and strong partnership.

• Lead the negotiation with distributors while securing access to depletions and relevant market data to increase action plan and strategies efficiency.

• Lead the RTC agenda by assessing the right distributor model for the right business (Alc and Non Alc)

• Build a strong launch plan for Saudi Non-Alc Business which will help define opportunity size and build the right RTC to cater market demand.

• Unlock regional deals for Diageo MENA while leveraging on on-trade groups operating in different MENA countries.

• Overlook relationship with key customers within the region while ensuring strong JUBP and tailor-made approach based on customer specificity.

• Build, lead and coach a strong team that will enable us to enhance our effective presence in the market.

Experience / skills required

• 12-15 years of successful experience in commercial function, with at least six years in a senior role in

matrixed environments with FMCG blue chip multinationals

• Experience in leading a big and successful in-market RTC Change.

• Essential commercial insight and experience. Preferable if gained through cross-functional working. Demonstrates numerical and financial skills.

• Proven ability to persuade, influence and build credibility with all levels and all functions.

• Strong Analytical, persuasive selling, negotiation and decision-making skills.

• Experience in planning and orchestrating available limited resources to achieve ambitious growth targets.

• Excellent coaching and relationship building skills. Demonstrates a track record as a valued coach and peer in the business.

• Has held commercial roles with full P&L accountability.

• Track record in building and executing effective commercial strategy in a competitive environment while ensuring strong brand presence and leadership.

Diversity statement

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you. If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Client-provided location(s): Dubai, United Arab Emirates

Job ID: Diageo-JR1124497

Employment Type: FULL_TIME

Posted: 2026-03-30T19:19:17