Diageo – Business Development Manager, Key Strategic Outlets.

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Job Title: Business Development Manager, Key Strategic Outlets

Level: Mid Level Management

Reports To: Divisional Sales Manager

About Us

At Diageo, we do Sales differently. We’re the leading beverage alcohol company in every region of the world, boasting internationally-recognized brands such as Baileys, Guinness, Smirnoff, and Johnnie Walker. And this is your opportunity to create new ways to share and celebrate our truly iconic products across the globe.

We offer a perfect blend of local and global roles, covering everything from digital to customer service, our immersive store experiences to international operations. Wherever you are, you’ll need to be able to forge lasting relationships, bring commitment and energy to improve our performance, and a genuine entrepreneurial spirit in tune with our company’s proud legacy.

At Diageo, character is everything. So if you share our sense of adventure, you’ll have the chance to learn a huge range of skills and fields, and build an exceptional career with us.


EABL operates within a multi-cultural, multinational, multi-currency environment. EABL comprises four business units: KBL, EAML and UBL. KBL is further categorized into Demand and Supply. The Supply business is involved in production of beer and spirits. The Demand business is involved in marketing and selling the product to consumers.

This role is located within the Demand Sales business. The Business Development Manager role will be critical to the overall KBL short, medium- & long-term strategy in developing and driving our Premiumization agenda and operational excellence within strategic retail outlets and distributors.

The job holder works closely with the Area Business Development Managers, Reserve Account Managers (RAM), Business Development Managers (Key Strategic Outlets) BDM (KSOs), Head of Reserve and Key Accounts, CPM (Nairobi), DSMs, Shopper Managers



Management of the Sales teams and sales tools to assure return on EABL’s investment through volume and NSV growth.

Market Complexity:

KBL demand has 96% volume share of beer market and 52% volume share for Spirits. KBL demand is the No.1 FMCG Company in Kenya and also markets UDV brands. KBL operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach. The national distribution structure within the Kenyan alcohol market is key to KBL delivery of both volume growth and market share.

Market situation is changing rapidly due to the economic situation, declining disposable incomes, County Government legislation on Alcohol and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated in the choice of drinks offered in the market.  This requires proactive selling to maximize company market share and value share. Trade is evolving and being more sophisticated especially at retail level.  

Leadership Responsibilities:

Win through Execution

  • Lead bold execution in a fast-moving world
  • Demand brilliant execution to ensure we always win at the point of purchase

Inspire through Purpose

  • Amplify our purpose internally and externally
  • Demand brilliant execution to ensure we always win at the point of purchase

Shape the Future

  • Create focus and ownership for shaping Diageo’s future ambition
  • Set context and empower people to experiment and unlock opportunities
    for growth

Invest in Talent

  • Harness the full extent of Diageo’s talent and diversity
  • Build and coach diverse teams to unlock performance and growth 

Purpose of Role:

To ensure that the Divisional Strategic accounts are supported with Robust partnerships, Routines and processes are understood, that outlets and teams are trained to use the systems and that business processes and working practices across the division and distributorships are in line with Diageo Way of World-Class Selling and Code of Business Conduct.

Top Accountabilities

  • Identifying prospective opportunities in the Malls, restaurants, hotels, cafeterias and Convenience and acting on the same.
  • Develop and execute Strategic and disruptive Ideas to help Outsmart and Outperform competition in the segment.
  • Developing and Managing relationships with Mall owners, HORECA KDMs,
  • Lead implementation and brilliant execution of all activation Plans by guiding the Agencies and FSRs.
  • Trade development: Develop all accounts within scope
  • Develop and Maintain an in depth understanding of the Channel and ensure all plans are aligned to the current trends to help meet the diverse and changing consumer/shopper needs.
  • Ensure all Plans and new opportunities meet the financial requirements (Positive ROI).
  • Cross Functional Engagement with various stakeholders (Brand Marketing, Customer marketing, Reserve team, Finance team, ABDMs and Brand Protection teams) to help foster growth of Diageo brands.
  • Project Management: Develop and Manage all Joined up Customer Plans (JUCPs) between Diageo and Customers to ensure they deliver a win-win-win for Diageo, Customer and Consumers. Ensure Alignment with various stakeholders.
  • People Management: To coach, guide and lead a team of HORECA Reps to deliver the defined SOE for HORECA.
  • Champion the Divisional Reserve Spirits, IPS, Premium beer Agenda by cascading ideas to help deliver value and growth for Diageo.
  • Monitoring consumer trends and competitor activities in the Channel to ensure Diageo always wins.

Qualifications and Experience Required:

  • A business-related degree or equivalent.
  • 2 years’ experience in analytics or sales role
  • Strong attention to detail.
  • Ability to follow defined business processes.
  • Ability to manage and monitor data quality.
  • Excellent interpersonal skills including the ability to influence

Diversity statement

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.


Character Is Everything




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