Diageo Head of Whiskies PEBAC in Lima, Peru




Reporting Location:






Type of Job:


External Job Description:


This role acts as the “General Manager” of the Whisky Business driving commercial success of our Whiskies and still has huge room for growth.

The role strategically integrates content and growth drivers and provides commercial leadership to deliver the plan.

Partners with the PEBAC Exec in the commercial strategies/plans and ensure we are building the right capabilities and with the functions and specialist resources (Digital , PR and Advocacy) to enable delivery.


PEBAC is a business unit formed by 5 countries (Peru, Ecuador, Bolivia, Argentina & Chile) with similar market contexts, trends and opportunities across them. Its ambition is to change the way consumers celebrate in those countries. For delivering our ambition the focus is: reinforce our consumer recruitment strategy, consolidate our portfolio to face local spirits and beer competition, simplify our operating model so it 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.


  • Achieve the PEBAC Whiskies NSV/ CAAP / TP and share targets for each of the categories: Johnnie Walker and Other Whiskies (J&B/ Old Parr / Buchannans/ Sandy Mac , White Horse , Vat69)

  • Work closely with the Head of Marketing & Innovation PEBAC in ensuring the appropriate allocation and spend on Premium Whiskies


  • Leads full alignment with the PEBAC Exec on scalable commercial opportunities for growth.

  • Provides strong coaching and support to the team ensuring they are set up for success.

  • Demonstrates strategic thinking, leadership and ability to manage businesses for long-term viability.

  • Thinks in the future, anticipates trends and opportunities, while generating ideas and moving them into action

  • Builds the spirit, belief and engagement that will be fundamental to tripling our Whiskies and Johnnie Walker business.

  • Works with our customers and distributors to develop a common growth agenda, sets priorities and jointly assigns resources and investment levels.

  • Pulls together the cross functional team of specialists, customer marketing, sales and agencies to deliver the GAME and beat AOP.


  • University degree required. MBA (or equivalent) preferred.

  • English proficiency required; Spanish

  • Significant Commercial experience.

  • 8-10 years progressive FMCG experience; proven track record of strong commercial success.

  • Experience, understanding and appreciation of brand marketing and social influencing.

  • Strong ability to create amazing relationships; proven ability to influence across functions and countries, both internally and externally.

  • Strong strategic capabilities in order to apply consumer and market insights to business plans. Think in the future and anticipate trends and opportunities.

  • Comprehensive commercial and financial decision making experience including channel profitability & targeted trade investment.

  • Authentic communicator with experience of working with internal and external stakeholders.

External Job Title:

Head of Marketing Whiskies PEBAC



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