Responsibilities

• Lead execution of national and regional activation programs across the Diageo Spirits portfolio within assigned markets.
• Partner with local Sales teams, distributors, and Sales leaders to prioritize activation opportunities that drive market share and commercial performance.
• Ensure activation investments are focused on the highest-impact brands, customers, channels, and occasions.
• Support execution of activation programs including POS, sampling, experiential activations, education, local partnerships, and customer-specific initiatives.
• Serve as the primary field activation partner for Brand, Sales, and distributor teams.
• Communicate brand priorities, program calendars, and activation plans to market stakeholders.
• Build strong relationships with Sales Directors, distributor trade development teams, and key commercial partners.
• Provide ongoing feedback to central teams on market performance, competitive activity, customer needs, and execution opportunities.
• Support annual operating plans and quarterly activation planning within assigned markets.
• Manage regional activation and A&P investments while ensuring compliance with company policies.

Requirements

• 5–7+ years of experience in Trade Marketing, Customer Marketing, Commercial Activation, Sales, Brand Commercialization, or Customer Development within beverage alcohol or CPG.
• Strong understanding of the U.S. three-tier system and distributor operations.
• Experience managing commercial programs, activation, or agency partners.
• Excellent communication, planning, and project management skills.
• Strong influencing skills with the ability to work effectively in a highly matrixed organization.
• Commercially minded with the ability to translate strategy into winning execution.

Benefits

• We recognize and value performance, offering our people a highly competitive Rewards and Benefits package including: