Head of On-Trade and Beer DACH

Diageo · Hamburg

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Job Title: Head of On-Trade and Beer DACH

DACH On-Trade & Beer Commercial Lead

This is a senior commercial leadership role with responsibility for shaping how our brands win across the On-Trade in Germany, Austria and Switzerland.

You’ll set the strategy for how we reach customers and consumers across bars, restaurants, nightlife and hospitality – from our wholesale and distribution model through to field sales execution and activation at the point of consumption. You’ll also lead the DACH Beer business through our distributor partners, with accountability for delivering sustainable, profitable growth.

What you’ll be responsible for

• Shape the DACH On-Trade strategy – define where and how we win across Germany, Austria and Switzerland, using consumer, customer and market insight to identify the biggest opportunities for growth.

• Drive brilliant in-market execution – set clear standards for outlet coverage, visibility, activation, menu presence and advocacy, ensuring our brands show up consistently and effectively at the point of consumption.

• Lead our Route-to-Market strategy – optimise our wholesale and distribution model to maximise availability, reach and profitable growth, while building strong long-term partnerships with key wholesalers and distributors.

• Lead and develop our On-Trade sales organisation – including direct, third-party and agency teams, ensuring we have the right coverage, capabilities and resources in place to deliver.

• Own the DACH Beer business – lead our distributor partnerships and commercial performance across all channels, ensuring strong execution, prioritisation and alignment with the wider DACH strategy.

• Deliver sustainable commercial growth – use performance data, market insight and strong financial judgement to make clear choices on investment, resources and opportunities.

• Work across the business to make it happen – partner closely with Marketing, Finance, Supply and Logistics to turn strategy into strong commercial and operational delivery.

What we’re looking for

You’ll be an experienced senior commercial leader with a strong understanding of the On-Trade and a track record of turning strategy into measurable in-market results.

You’ll bring:

• Extensive commercial leadership experience within the On-Trade, ideally gained within beverage alcohol, FMCG or another distribution-led business.

• Experience working across multiple DACH markets and a strong understanding of the commercial landscape in Germany, Austria and/or Switzerland.

• A strong track record of developing and delivering commercial strategies that drive sustainable, profitable growth.

• Experience leading sizeable sales organisations, including field sales and third-party or agency models.

• Strong Route-to-Market expertise, with experience managing wholesalers, distributors and strategic customer partnerships.

• A good understanding of outlet segmentation, consumer occasions, path-to-purchase and the dynamics of bars, restaurants, nightlife and hospitality.

• Strong commercial and financial acumen, including ownership of budgets, investments, profitability and ROI.

• The ability to turn consumer, customer and market insight into clear commercial priorities and execution plans.

• Strong leadership, influencing and negotiation skills, with experience operating across complex, cross-functional and multi-market organisations.

Above all, you’ll combine strategic thinking with an entrepreneurial mindset – someone who can see the bigger commercial opportunity, make clear choices and then mobilise teams and partners to deliver it.

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