Head of On-Trade and Beer DACH

Diageo
Hamburg
Workplace: OnsiteFull timeFunction: Administration & Executive AssistanceSkills: ["Leadership","Influencing","Negotiation","Strategic thinking","Financial judgement"]

Lead DACH on-trade and beer commercial growth by shaping the on-trade strategy across Germany, Austria, and Switzerland and setting standards for outlet coverage and activation. Own the route-to-market model and drive profitable performance through distributor partnerships and field sales execution. Manage and develop the on-trade sales organization spanning direct, third-party, and agency teams, using commercial and financial judgment to deliver sustainable growth.

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Diageo
Diageo
1 day ago

Head of On-Trade and Beer DACH

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Job Summary

Lead DACH on-trade and beer commercial growth by shaping the on-trade strategy across Germany, Austria, and Switzerland and setting standards for outlet coverage and activation. Own the route-to-market model and drive profitable performance through distributor partnerships and field sales execution. Manage and develop the on-trade sales organization spanning direct, third-party, and agency teams, using commercial and financial judgment to deliver sustainable growth.
Location: Hamburg
Workplace: Onsite
Employment Type: Full time
Job Function: Administration & Executive Assistance
Seniority: Sr. Director level

Key Responsibilities

  • •Shape the DACH on-trade strategy across Germany, Austria, and Switzerland using consumer, customer, and market insight to identify growth opportunities.
  • •Drive in-market execution by setting standards for outlet coverage, visibility, activation, menu presence, and advocacy at point of consumption.
  • •Lead the route-to-market strategy by optimising the wholesale and distribution model and building strong long-term partnerships with wholesalers and distributors.
  • •Lead and develop the on-trade sales organisation, ensuring the right coverage, capabilities, and resources across direct, third-party, and agency teams.
  • •Own the DACH beer business and deliver sustainable commercial growth using performance data and financial judgment; partner with Marketing, Finance, and Supply & Logistics to execute.

Key Requirements

  • •Experienced senior commercial leader with strong understanding of the on-trade and a track record of turning strategy into measurable in-market results.
  • •Extensive commercial leadership experience within the on-trade, ideally in beverage alcohol, FMCG, or another distribution-led business.
  • •Experience working across multiple DACH markets with a strong understanding of the commercial landscape in Germany, Austria and/or Switzerland.
  • •Proven ability to develop and deliver commercial strategies driving sustainable, profitable growth, including budgets and ROI ownership.
  • •Experience leading sizeable sales organisations and managing wholesalers, distributors, and strategic customer partnerships.
Experience:Beverage alcoholFMCG
Skills:LeadershipInfluencingNegotiationStrategic thinkingFinancial judgement

Company Brief

Diageo
Global beverage alcohol company producing and distributing spirits, beer, and ready-to-drink beverages. Owns major brands like Johnnie Walker, Smirnoff, Guinness, and Baileys, operating across multiple markets with a broad retail and hospitality presence.
Industry: Food & Beverage
Company Size: Enterprise (1,001+ employees)
Revenue: USD 1B+
Growth: Public Company
Valuation: Public Company (Market Cap in USD)
Funding: IPO / Publicly Listed
Headquarters: London, United Kingdom
Founded: 1997
WebsiteLinkedIn