What's your job about?
My job as a Key Accounts Executive aims to help our amazing brands across all the Independent Channel of Diageo. Due to the vastness and fragmentation of the Independents channel, it can be a bit challenging and overwhelming at the start but also gives you an amazing opportunity to learn a lot about the business from various points of view and also fast track that learning. My day-to-day activities involve doing Confirmations of the Promotional Activities that will be run across the stores either fortnightly or monthly. I also get in the creation of KAMIs and Deal Sheets which are used directly by our Field Team to help us grow, show up and win market share. I am also involved in building models to showcase the volume uplift using different combinations of discounts and funding.
Also, the Independents channel has a lot of flexibility as we do most of the ideas around how the brands will show up so next time you walk into a nearby local store and see a chance to win a Great Trip to Scotland, a Fancy Tanqueray Basket or Where’s the bear activity or even the JW Black label beach kit, it’s the team from Independents did that magic and bought it to life in-store…. How Cool that is.
I also got a chance to create Promotional Calendars, do forecasting and analysis of the current and measure the success of completed programs. And used that knowledge in getting a few of our additional Deluxe Category products like Don Julio and Talisker in those stores. I also got the amazing opportunity to work with the Brands Team on really cool stuff around the Whisk(e)y Cabinets.
What's your background?
I have been born and raised in the North Part of India, in the smart and beautiful city called Chandigarh. Then for my University, I went to another state within India to go my Petroleum Engineering Degree in a niche specialization of Upstream. In University, I got a chance to travel abroad to Russia for my social internship, where I got a chance to teach the school kids English and Maths while they taught me some amazing soccer skills. Post finishing my degree I joined a company called Shell and worked in the Systems Engineering department for about 2 years. During that time I also got a chance to go to Hague, Netherlands to get a chance to work and learn from the team sitting in the HQ. I then decided to come to Australia and start with my Master's as I have a knack for travelling and also learning about global perspectives.
I applied for Diageo via LinkedIn. When I had a chance to talk about it with my friends and family especially my Uncle who lives in the UK and loves his Talisker. They all said more than amazing things about Diageo. And to be honest, I have never looked back since as I have lived those things in real life with amazing people and working on some legacy Phoenix brands.
Could someone with a different background do your job?
I mean ABSOLUTELY YES !!! I have been a firm believer in the fact that anyone can do any job. All you need is the attitude and patience to learn and put in the time, effort and energy to get the required skills for that job. And Diageo actually embeds this principle in their culture and ways of working. I was awe-struck to see the amount of job experiences not only from industries but also within the different functions that people in Diageo have and that’s what makes them all so Damn Good at the job they do. Because not only do they have the cross-functional knowledge but also the magic collaboration and teamwork that happens as a result of understanding different job roles and having those perspectives. The same is true for a Grad like me as well, as I get a chance to do 4 rotations in 2 years' time across the commercial channel and get that breadth in. Some of the characteristics that I feel will help are Curiosity to ask questions and learn, Flexibility to adapt to the environment and make the most of the role you are in and lastly networking like I mentioned people here are Amazingly talented so it’ll be great if you can pick a few things of them as you go on your own incredible journey in Diageo.
What's the coolest thing about your job?
The coolest thing about my job is the Autonomy that I have around all the vast Independent Retailers. They are more than welcome if you bring on smart ideas around what promotions to run and lap them with the occasions like Christmas and Easter. I also got a chance to actually go out in the field to see how the things I do back in the office are used by the field team and then implemented to bring those to life. I also got a chance to work on the reserve portfolio within the Indies channel, helping in selling DJ 1942 and Single Malts.
Also, the chance to actually host the Annual Conference that brings together the whole of Diageo Australia together and then go on planning the sessions, choosing the music and creating that environment where people come together to learn, engage and enjoy.
What are the limitations of your job?
The only 2 limitations that I see of the job are that the FMCG or Beverage Industry is so full throttle on the go that you have to be on top of your A-Game most of the time to get those results in and as part of the company like Diageo, which is the having one of the best if not the best portfolios that you feel that part of the responsibility to act as Custodians and protect that legacy of brands that we have while continue to add your own value to it.
Another one is around the fact that you need to get used to getting uncomfortable and ready to make and adapt to the change. Since you rotate you need to change and learn new processes and understand the strategy and bigger behind that channel’s objectives. This can be a bit overwhelming when you are new.
But to cap off I would say using my experience within Diageo, the people around you a Big Support System and actually set you up for Success.
3 pieces of advice for yourself when you were a student...