The Brydens Group - Regional Commercial Manager, Premium Beverages

Job Purpose

The incumbent will lead the Commercial Agenda in Caribbean Markets for the Diageo Portfolio of brands. They will co-own the capabilities agenda, oversee strategy, execution, and performance management, and act as the key commercial interface with global brand owners, ensuring brand integrity, pricing discipline, and profitable growth through our distributor model. Focus will also include training and development of key stakeholders in areas such as, but not limited to, the supply chain process, and the Diageo way of Brand Building and Selling. The incumbent will have the option of residing in the Caribbean or Panamá.

Key Responsibilities

Performance & Insights

Deliver volume, Net Sales Value (NSV), market share, and promo ROI targets

Monitor competitor pricing, channel dynamics, and shopper behavior to inform pricing and promo decisions

Champion standard tools, dashboards, and data to drive performance visibility

Commercial Planning & Execution

Lead Annual Commercial Planning and Pricing architecture across relevant markets in alignment with brand owners

Optimize Net Revenue Management (NRM) levers: size/channel mix, promo strategy, pricing, and trade terms

Drive Commercial Activation Planning (CAP) inputs

Route-to-Market & Channel Development:

Guide execution via local Commercial Teams (dotted line), ensuring retail excellence and channel segmentation

Roll out trade programs that maximize ROI and brand visibility across channels

Principal Management & Governance

Represent relevant markets in Global Commercial and CAP discussions

Manage performance reporting, promo calendars, pricing governance, and investment measurement

Ensure promotional budgets are invested by brand, by channel, by mechanic

Leadership & Capability

Coach market teams in promo planning, pricing analytics, and commercial reporting

Collaborate with Finance, Sales and Marketing to align on forecasts, performance, and investment strategy

Other

Willing and able to travel regionally

Knowledge and Experience:

A Bachelor’s degree in Business Management, or a related field. A Master’s Degree will be an asset.

Five (5) years proven experience in commercial roles within the Spirits, Beverage, and/or the FMCG industry

Proven experience in pricing, promotion planning, and distributor engagement

Experience across multi-market or Caribbean territories is preferred

Bilingual (English/Spanish) will be an asset

Highly Proficient in Microsoft Office Suite of applications

Key Competencies:

Ability to travel up to 40% of the time across Caribbean Markets

Strong Commercial acumen with financial fluency

Familiarity with Commercial Activation Planning (CAP), Net Revenue Management (NRM), and trade spend governance frameworks

Strong attention to detail and ability to work in a fast-paced environment.

Self-motivated, self-starter, capable of working within teams and in an autonomous environment; goal- oriented with a customer-focused approach.

Strong verbal and written communication and presentation skills, including report writing and presentation creation, with the ability to work effectively with cross-functional teams

Keeping controls tight and the brand premium

Balancing strategy with disciplined execution

Ability to effectively supervise, motivate and empower others to achieve objectives.