Tequila Category Commercial Lead

Job Title:

Tequila Category Commercial Lead

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!

We are a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer! We produce an assortment of over 200 amazing brands - old and new, large, and small, global and local - that are enjoyed in more than 180 countries around the world!

About the role:

Today we are a global leader in the Tequila business. Tequila is playing such a significant element of our Growth Ambition, demonstrating 18% growth in NSV.

The Tequila Category Commercial Lead is a leadership role responsible for leading and driving the commercial agenda to accelerate the global expansion of the Tequila category.

This role is leading development and implementation of effective commercial guidelines, promotional pricing strategies, and omnichannel standard processes for on-trade, off-trade and D-com channels.

Role Responsibilities:

Commercial Strategy Development:

• Develop and implement a comprehensive global commercial strategy for the Tequila category, aligning with overall business objectives.
• Define market priorities, customer segments, pricing strategies, and distribution channels to drive revenue growth and market share expansion.

Commercial Guidelines:

• Establish commercial guidelines that outline pricing structures, terms of trade, and agreements for global markets.
• Ensure consistency and alignment with the brand's global strategy while accounting for local market dynamics, competitive landscapes, and regulatory requirements.

Pricing Strategy:

• Develop and lead all aspects of the implementation of pricing strategies by channel that drive brand visibility, market penetration, and consumer demand. Collaborate with regional teams to identify market-specific opportunities and implement campaigns aligned with brand positioning and profitability goals.

On-Trade Best Practice Execution:

• Define and integrate standard processes for on-trade (hospitality) channels, including clubs, bars, restaurants, and hotels, to optimize brand presence, product range, pricing, and customer experience.
• Collaborate with regional teams to drive effective execution of on-trade strategies and drive consistent brand representation and activation.

Off-Trade Best Practice Execution:

• Establish and promote standard processes for off-trade (retail) channels, such as supermarkets, liquor stores, and duty-free outlets, to improve brand visibility, merchandising, pricing, and promotional activities.
• Work closely with regional teams to ensure consistent implementation of off-trade strategies and optimize shelf presence and consumer engagement.

Market Analysis and Insights:

• Conduct thorough market analysis to identify trends, opportunities, and challenges in the Tequila category globally.
• Monitor competitor activities, consumer and customer behavior, and market dynamics to drive informed decision-making and adjust vital commercial strategies.

Cross-Functional Collaboration:

• Collaborate closely with cross-functional teams, including sales, marketing, supply chain, and finance, to align commercial strategies with overall business objectives.
• Foster strong relationships with internal and external partners to drive collaborative efforts and ensure flawless execution.

Performance Tracking and Reporting:

• Develop metrics, Key Performance Indicators, and supervising mechanisms to assess the effectiveness of commercial initiatives and overall category performance.
• Provide regular reports to senior management, highlighting key achievements, challenges, and recommendations for improvement.

Experience / skills required:

• 10 + years of Demonstrated ability in commercial leadership roles (high preference in the alcoholic beverage industry). Demonstrated experience in global market expansion and driving commercial success.
• Strategic Vision: Strong critical thinking and execution of global commercial strategies to drive revenue growth, market share expansion, and profitability. Consistent track record of successfully launching and scaling brands in worldwide markets.
• Commercial Expertise: In-depth knowledge of commercial practices, pricing strategies, and distribution channels within the alcoholic beverage industry. Familiarity with on-trade, off-trade and D-com dynamics, category management, and promotional pricing optimization
• Leadership Skills: Outstanding leadership and team management capabilities, with the ability to inspire and motivate cross-functional teams. Shown depth in building and leading high-impactful teams and fostering a collaborative work culture.
• Market Insights: Strong analytical skills and market savvy to interpret market data, consumer insights, and competitor analysis. Ability to use insights to drive strategic decision-making and shape commercial strategies.
• Communication and Influence: Excellent communication and presentation skills, with the ability to effectively articulate commercial vision and influence key collaborators at all levels. Strong negotiation and relationship-building skills are crucial.
• Global Market Knowledge: understanding of global markets, including regional nuances, cultural differences, and regulatory environments. Ability to adapt strategies to diverse markets and leverage market-specific opportunities.

Flexible Working Statement:

Flexibility is key to our success. Talk to us about what flexibility means to you so that you're supported to manage your wellbeing and balance your priorities from day one.

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): New York, NY

Job ID: Diageo-JR1122158

Employment Type: FULL_TIME

Posted: 2026-02-10T23:53:13