Regional General Manager (Caribbean Markets)
A.S. Bryden & Sons (Trinidad) Limited
- San Juan/Barataria / Guyana
- Not disclosed
- Permanent part-time
- Updated 22/07/2025
- Human Resources
The incumbent will lead the Commercial Agenda for the Diageo Portfolio of brands across the Caribbean,
Regional General Manager (Caribbean Markets)
The incumbent will lead the Commercial Agenda for the Diageo Portfolio of brands across the Caribbean, co-owning the capabilities agenda, overseeing strategy, execution, and performance management, and acts as the key commercial interface with global brand owners, ensuring brand integrity, pricing discipline, and profitable growth through our distributor model. The incumbent will also focus on the training and development of key stakeholders in areas such as but not limited to, the supply chain process, and the Diageo way of Brand Building and Selling.
Major Responsibilities and Accountabilities:
- Lead Annual Commercial Planning and Pricing architecture across markets in alignment with brand owners
- Optimize Net Revenue Management (NRM) levers: size/channel mix, promo strategy, pricing, and trade terms
- Drive Commercial Activation Planning (CAP) inputs
- Guide execution via local Commercial Teams (dotted line), ensuring retail excellence and channel segmentation
- Roll out trade programs that maximize ROI and brand visibility across channels
- Represent the Region in Global Commercial and CAP discussions
- Manage performance reporting, promo calendars, pricing governance, and investment measurement
- Ensure promotional budgets are invested by brand, by channel, by mechanic
- Deliver volume, Net Sales Value (NSV), market share, and promo ROI targets
- Monitor competitor pricing, channel dynamics, and shopper behavior to inform pricing and promo decisions
- Champion standard tools, dashboards, and data to drive performance visibility
- Coach market teams in promo planning, pricing analytics, and commercial reporting
- Collaborate with Finance, Sales and Marketing to align on forecasts, performance, and investment strategy
- Willing and able to travel regionally
Knowledge and Experience:
- A Masters’ Degree in Business Management, Marketing or related field.
- Twelve (12) years proven and progressive experience in commercial roles within the Spirits, Beverage, and/or the FMCG industry, with at least six (6) years at a Senior Management level.
- Proven success managing multiple markets or countries, ideally within the Caribbean.
- Proven experience in pricing, promotion planning, and distributor engagement
- Bilingual (English/Spanish) will be an asset
- Highly Proficient in Microsoft Office Suite of applications.
Key Competencies:
- Ability to travel up to 40% of the time across Caribbean Markets
- Strong Commercial acumen with financial fluency
- Familiarity with Commercial Activation Planning (CAP), Net Revenue Management (NRM), and trade spend governance frameworks
- Strong attention to detail and ability to work in a fast-paced environment.
- Self-motivated, self-starter, capable of working within teams and in an autonomous environment; goal- oriented with a customer-focused approach.
- Strong verbal and written communication and presentation skills, including report writing and presentation creation, with the ability to work effectively with cross-functional teams
- Keeping controls tight and the brand premium
- Balancing strategy with disciplined execution
- Ability to effectively supervise, motivate and empower others to achieve objectives.
A.S. Bryden & Sons (Trinidad) Limited
- 1 Ibis Avenue, San Juan, Trinidad and Tobago
- 868 674 9191
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