Category Development, Off Trade

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 function:

About the role:

A highly analytical and commercially minded professional with strong experience in category management and customer development, capable of transforming shopper and category insights into winning strategies. The ideal candidate combines critical thinking, data-driven decision making, and exceptional interested party management skills to accelerate category growth across Modern Trade and E-commerce channels.

The Category Development Manager – Modern Trade & E-commerce is responsible for driving category growth. They use data-driven category management, shopper insights, and commercial strategy development to bring value to customers and the company.

This role will partner closely with Sales, Marketing, Revenue Growth Management, Innovation and key Modern Trade and E-commerce customers to identify growth opportunities, develop category strategies, optimize assortments, and deliver sustainable business growth. The position serves as the category guide, translating consumer and shopper insights into actionable recommendations that strengthen customer relationships and improve category performance.

Key Responsibilities

Category Strategy & Growth

• Develop and implement category growth strategies aligned with company and customer objectives.
• Identify category opportunities through analysis of market trends, shopper behavior, competitive dynamics, and retailer performance.
• Build category growth plans focused on driving sales, market share, profitability, and shopper penetration.
• Lead annual category reviews and strategic business planning processes with key customers.

Customer Development & Collaboration

• Partner with Modern Trade and E-commerce customers to create joint business plans and category growth initiatives.
• Act as a trusted advisor to customers by providing category insights and recommendations.
• Lead category presentations and business reviews with customer buying teams and senior stakeholders.
• Influence customer decisions regarding assortment, shelf optimization, pricing, promotions, and merchandising.

Shopper & Market Insights

• Translate consumer, shopper, and customer data into actionable business recommendations.
• Monitor category trends, channel dynamics, emerging opportunities, and competitive activities.
• Leverage syndicated data sources and retailer-specific data platforms to identify growth drivers and risks.
• Develop fact-based selling stories and category opportunities based on analytical insights.

Assortment, Merchandising & E-commerce Excellence

• Define assortment and portfolio recommendations by customer and channel.
• Support planograms development and execution to improve category productivity.
• Optimize product visibility and digital shelf performance across E-commerce platforms.
• Recommend strategies to improve search visibility, conversion, online assortment, and content effectiveness.

Cross-Functional Leadership

• Collaborate with Commercial, Marketing, Revenue Growth Management, Commercial Planning and Innovation teams to ensure alignment and execution of category strategies.
• Support innovation launches and commercialization plans through category-led recommendations.
• Drive guidelines and category management capabilities across the organization.

Key Performance Indicators

• Category sales growth.
• Market share growth.
• Customer category growth.
• Distribution and assortment expansion.
• Promotion effectiveness.
• E-commerce category performance and digital shelf metrics.
• Incremental revenue generation from category initiatives.
• Customer satisfaction and strategic partnership development.

Flexibility is key to our success. Talk to us about what flexibility means to you, so that you’re supported to manage your wellbeing and balance your priorities from day one.

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Recruitment Scam Warning

Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we'll never ask for money.

Worker Type :

Regular

Primary Location:

Mexico City

Additional Locations :

Job Posting Start Date :

2026-08-25