Commercial Transformation (SEA) & RTM Lead – Vietnam

Commercial Transformation (SEA) & RTM Lead - Vietnam

About Us

With over 200 brands sold in nearly 180 countries, we're the world's leading premium drinks company. From global icons like Johnnie Walker, Guinness and Tanqueray to Smirnoff and Don Julio, we create brands consumers love. Bring your passion and use your curiosity as you explore, collaborate and innovate. Together with passionate people from all over the world, you'll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

About the Function

Commercial is where our brands meet the real world.

This team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to ensure our brands are part of moments that matter everywhere.

It's a dynamic, people-focused environment where curiosity, commercial thinking and strong relationships make the difference. You'll have the opportunity to grow your network, develop your skills and see the direct impact of your work every day.

About the Role

Reporting to the General Manager, Strategic Partnerships, the Commercial Lead- Vietnam is responsible for leading the commercial strategy and execution for Vietnam, driving sustainable growth through commercial transformation, strategic customer partnerships, Route-to-Market (RTM) excellence, and commercial capability building.

The role shapes and optimizes the company's commercial strategy to strengthen sales effectiveness, customer engagement, market coverage, and profitability. Leveraging data, consumer and customer insights, and cross-functional collaboration, the Commercial Director identifies growth opportunities, accelerates business performance, and builds long-term value with key customers and distributors.

Working closely with Sales, Marketing, Supply Chain, Finance, HR, Legal, and Corporate Relations, the Commercial Director leads a high-performing commercial organization while representing Diageo externally with customers, distributors, and strategic partners to deliver sustainable business growth.

Role Responsibilities

You will be responsible for:

• Develop and execute the commercial strategy for Vietnam, translating business priorities into clear commercial plans that deliver sustainable growth.

• Lead the commercial transformation agenda, driving organizational capability, sales effectiveness, digital adoption, customer engagement, and continuous improvement initiatives that strengthen long-term commercial performance.

• Design and optimize the Route-to-Market (RTM) and commercial operating model across channels to maximize market coverage, customer reach, sales productivity, operational efficiency, and profitability.

• Drive commercial performance across all channels, delivering NSV, volume, market share, price/mix, trade investment productivity, and profitable growth.

• Build and strengthen strategic partnerships with key customers, distributors, and commercial partners, developing joint business plans that create long-term mutual value.

• Identify and unlock new business opportunities through customer development, channel expansion, and strategic commercial initiatives.

• Lead commercial negotiations with major customers while ensuring sustainable, mutually beneficial commercial outcomes.

• Drive excellence in sales planning, forecasting, distributor governance, execution standards, and commercial planning.

• Ensure disciplined deployment of pricing, promotional investment, and trade spend in line with business priorities and governance requirements.

• Partner closely with Marketing, Supply Chain, Finance, HR, Legal, and Corporate Relations to deliver integrated commercial plans and business objectives.

• Lead, coach, and develop a high-performing commercial organization, fostering a culture of accountability, collaboration, and continuous improvement.

• Represent Diageo externally, strengthening relationships with customers, distributors, industry stakeholders, and strategic partners.

• Champion responsible commercial practices while ensuring full compliance with Diageo policies and all relevant regulatory requirements.

Experience / Skills Required

To be successful in this role, you will need:

• Bachelor's degree in Business, Commerce, Marketing, Economics, or a related discipline. An MBA or postgraduate qualification is advantageous.

• 12+ years of progressive commercial leadership experience within FMCG, beverage alcohol, consumer goods, or other complex route-to-market businesses.

• Proven experience leading large-scale commercial transformation programmes, including sales capability enhancement, operating model redesign, commercial excellence, digital enablement, or Route-to-Market transformation.

• Strong experience across sales leadership, key account management, distributor management, customer development, and commercial excellence.

• Demonstrated success in designing and implementing Route-to-Market (RTM), commercial transformation, and go-to-market strategies that improve market coverage, customer penetration, execution effectiveness, and sustainable growth

• Extensive experience managing strategic customer relationships and leading complex commercial negotiations with key accounts.

• Strong commercial and financial acumen with experience managing pricing strategy, trade investment, forecasting, profitability, and performance metrics.

• Proven ability to translate consumer, customer, and market insights into actionable commercial strategies and growth opportunities.

• Experience working within matrix organizations, influencing senior stakeholders across regional and global functions.

• Excellent leadership, communication, stakeholder management, and influencing skills, with the ability to build strong cross-functional partnerships.

• Demonstrated ability to lead, coach, and develop high-performing commercial teams in a dynamic and fast-paced environment.

• Experience within Southeast Asia is highly preferred, with strong understanding of the Vietnam market considered a significant advantage.

• Fluent English is required. Vietnamese language capability would be advantageous.

Working with Us

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.

We recognise and value performance, offering our people a highly competitive Rewards and Benefits package.

Our purpose is to celebrate life, every day, everywhere. 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 you'll be welcomed and celebrated for who you are simply by being you. You'll 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 new heights and shape 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.

Recruitment Scam Warning

Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. During our recruitment process, we'll never ask for money.