With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.

Join us and play your part in making life’s moments mean a little more.

About the role:

PURPOSE OF THE ROLE:  Drive category growth by leading in-store execution strategy through collaboration with Key Customer and commercial/trade team; ensuring category growth while Diageo’s brands are positioned to win at the point of sale through optimal assortment, shelving and education strategies.

This role also helps translate category growth drivers into actionable in-store recommendations, in collaboration with Channel & Category Development.

KEY RESPONSIBILITIES: 

• Build objective and collaborative processes that allow us to create long term connections with key customers, including category growth drivers into Joint Business Plans.
• Position Diageo as the go-to and most trusted/respected partner for category management with key customers, by delivering best-in-class category management practices that include industry-leading insights, offered through impartial, compelling, and action-oriented recommendations.
• Develop and update In-store execution strategy aligned to category and shopper growth drivers
• Ensure alignment of assortment, merchandising, pricing, promotion, spirits section location, shelf layout and education mechanics based on shopper behavior and journey
• Lead planogram development and execution across Key customers and channels
• Deeply understand the shopper and their purchasing journey to educate and deliver a memorable shopping experience, enabling sustainable and profitable category growth.
• Influence & education agenda

DETAILED RESPONSIBILITIES: 

• Manage category data and develop insights to provide both internal and external consultancy
• Conduct assortment analysis and optimize the portfolio for each of the categories.
• Develop planograms (Spacesman), display guidelines and inclusion of new SKUs in the allocated category space.
• Create and present annual category growth plans for Key Customers, with monthly performance reviews using specialized Category Management tools and market performance analysis
• Monitor in-store performance (share of shelf, fair share, visibility KPIs) using store audits, sell-out data as well as data from dunnhumby and nielsenIQ to recommend corrective actions to sales teams based on performance gaps
• Work closely with Channel & Category Development, Shopper & Commercial Teams to translate category growth strategies into execution guidelines.

KEY RELATIONSHIPS FOR ROLE PERFORMANCE:

• Collaborations: Category & Channel Development, Sales, Shopper Marketing, Marketing, CP&A, Capabilities, and RGM.

ACHIEVEMENT OF BUSINESS KPIS:

• Spirits Growth in Key customers
• Increase category penetration, frequency or ticket based on Spirits opportunities
• Proper management of budgets assigned
• Timely deployment of plans in line with the planning process and milestone delivery
• Fair share of shelf across key customers
• Execution compliance rate vs. planogram
• Assortment quality and alignment with strategy
• Retailer satisfaction and trust (NPS/feedback)

PROFILE

• Bachelor’s degree in business administration, Industrial Engineering or related fields.
• Minimum of 6 years of experience in Category Management with key retailers in Colombia (Grupo Éxito, Olímpica, Oxxo, etc.); experience in other channels is a plus.
• Experience in Trade Marketing or sales with strong knowledge of execution pillars and point-of-sale strategy.
• Knowledge and management of sales performance indicators.
• Familiarity with tools such as SPACESMAN, Spacesplanning, Nielsen, and Dunnhumby.
• Advanced proficiency in PowerPoint and Excel.            

CAPABILITIES & SKILLS REQUIRED

• Shopper Understanding: Deep knowledge of shopper missions and behavior at the point of purchase
• Analytical Thinking: Ability to analyze and synthesize EPOS, inventories, audit and Nielsen data into recommendations
• Executional Excellence: Strong operational mindset and focus on flawless in-store implementation
• Collaboration: Ability to work across commercial, customer, insights, and brand teams
• Influencing Skills: Able to influence both internal stakeholders and external retail partners
• Able to manage multiple projects simultaneously while effectively prioritizing tasks and adapting quickly to changing demands.

**Important** This job profile description must be reviewed and updated whilst creating job description content during the job requisition. Please note, that the current terms and conditions of employment of any employee will be unaffected by the content of a job profile description. • Professionals are individual contributors • Requires conceptual knowledge in own area of expertise while developing additional skill sets in other disciplines • Understands key business drivers; uses this understanding to accomplish own work and support others in their work • May train or mentor more junior colleagues within own team • Solves problems by analyzing possible solutions using experience, judgment and precedents • Impacts quality of own work and the work of others on the team; works within guidelines and policies • Can explain complex or sensitive information Category Management Job Family Description: Roles within category management are responsible for building relationships with suppliers and providers to deliver the goods, services and materials which support Diageo’s operational requirements and performance ambition. Typical skills and expertise include stakeholder management, influencing, negotiation, analytics and financial and business acumen. **Note** Job Family descriptors are not level specific **Additional sections about Diageo as an employer should be included in the job advert by the GBO and Talent Engagement teams to align with local market requirements.

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.

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity.

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. In our recruitment process, we'll never ask for money.

Worker Type :

Regular

Primary Location:

Bogota - IMC

Additional Locations :

Job Posting Start Date :

2026-10-05