Job Description

About us
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 driversEnsure alignment of assortment, merchandising, pricing, promotion, spirits section location,



shelf layout and education mechanics based on shopper behavior and journeyLead planogram development and execution across Key customers and channelsDeeply understand the shopper and their purchasing journey to educate and deliver a memorable shopping experience, enabling sustainable and profitable category growth.
Influence & education agendaDETAILED

RESPONSIBILITIES:
Manage category data and develop insights to provide both internal and external consultancyConduct 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 analysisMonitor 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 gapsWork 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 customersIncrease category penetration,



frequency or ticket based on Spirits opportunitiesProper management of budgets assignedTimely deployment of plans in line with the planning process and milestone deliveryFair share of shelf across key customersExecution compliance rate vs. planogramAssortment quality and alignment with strategyRetailer satisfaction and trust (NPS/feedback)PROFILEBachelor’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 REQUIREDShopper Understanding: Deep knowledge of shopper missions and behavior at the point of purchaseAnalytical Thinking: Ability to analyze and synthesize EPOS, inventories, audit and Nielsen data into recommendationsExecutional Excellence: Strong operational mindset and focus on flawless in-store implementationCollaboration: Ability to work across commercial, customer, insights, and brand teamsInfluencing

Skills:
Able to influence both internal stakeholders and external retail partnersAble 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

📌 Category Management Manager (Bogotá)
🏢 Diageo
📍 Bogotá