Head of Digital Transformation Pebac

Head of Digital Transformation PEBAC

Location: main Argentina but with flexibility among PEBAC.

Take our heritage into the future. Make way for tomorrow with Diageo eCommerce. From pioneers like Arthur Guinness, John Walker and Elizabeth Cumming, to the digital disrupters already shaping our future, at Diageo, we’ve never stopped looking forward. We’re continuing to build on our heritage and, with eCommerce at the heart of everything we do, we’re creating our legacy for tomorrow. Join us and explore new ways ahead with digital sales channels, consumer insight and data. As you help us to keep shaking up the market with industry-leading solutions, you’ll transform your career too.

About us

Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. With over 200 brands in 180 countries and a global network of entrepreneurial individuals, our teams blend a diverse range of experience, knowledge and skills. We connect customers and consumers to our iconic products and create innovative experiences that bring people together to celebrate life.

About our market

PEBAC is a fast-growing market, created 6 years ago and it´s comprised by 5 business units: Argentina, Bolivia, Chile, Ecuador and Perú. Our ambition is to double the business in F25. The market is a multicultural, multi-customer, multi-channel and multi-currency environment with different taxations and regulations. Our ambition is to change the way consumers celebrate in those countries. For delivering our ambition the focus is in: reinforce our consumer recruitment strategy, consolidate our portfolio to face local spirits and beer competition for recruiting wiser, simplify our operating model that can cope with usual environmental volatility, route to consumer partners willing to integrate and create superior holistic value and flexible organization with an integrated winning and productive mindset while transforming the way we work with Distributors, to generate efficient, profitable and reliable growth through mastering and being best in class in Distributors’ partnership.

About the role

This role requires functional expertise and high leadership standards being responsible for leading and driving e-commerce and digital strategy across PEBAC, including Diagnosis, Strategy design and Implementation to countries to boost e-commerce performance across PEBAC. Top accountabilities for the role are:

• Define and implement integrated short and mid-term strategies for Digital Commerce to drive online penetration, accelerate traffic, and increase conversion on e-commerce channels.
• Constantly track our online market share and performance to continuously over-indexing vs. offline channel.
• Segment channels and customers and define the role of the key brands based on strategy and define KPIs to track progress, mapping all whitespace opportunities in terms of channel, customers, categories and define the size of prize.
• Analyse on daily / weekly basis our performances, get the right insights, and define actions to identify relevant channel/customer/shopper insights to unlock growth opportunities.
• Work closely with the frontline marketing team to make sure that the brand strategy is fully landed in eCommerce channels.
• Create smooth ways of working between all cross-functional team to ensure everyone is aligned to eCommerce strategy and priorities and influence key stakeholders (global, local, and distributor partners).
• Inspires and energises and collaborate with commercial teams, leaders, distributors, and customers to accelerate channels and categories growth to gain share of our brands with their customers. Understands the channel and category strategies finding common ground vision and objectives.
• Deliver execution standards for e-commerce (Incl. Minimum Execution Standards guidelines sign off).
• Responsible for ensuring the outlet segmentation in key countries, updated at least once per year, to reflect market changes and business potentials.
• Responsible to deliver monthly channel performance reports and analysis/insights to define when corrective actions are needed following them through to completion.
• Supports capability development internally and with our partners.
• Develop, test, implement and roll out key digital growth drivers in a compliant way.
• Ensures full compliance with CARM, Diageo Code of Business Conduct, Digital policies, DMC and other Diageo policies.

Leadership Responsibility

The role reports to the Head of Commercial Transformation PEBAC and has a strong relationship with Marketing, Commercial and CP&A Managers from the countries. Influence and align broad range of internal stakeholders, distributors, and key channel customers to guarantee brilliant execution at scale to boost performance. Great relationship builder with different stakeholders internally and.

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