Director, TheBar.com , North America

About TheBar.com

TheBar.com is Diageo's first owned e-commerce platform in the US, evolving significantly since its launch in October 2021. Initially introduced as a curated marketplace for barware, limited-edition and rare spirits, and freshly batched cocktail kits, TheBar.com has grown into a critical component of Diageo's digital strategy!

Since launch, we've refined our customer value proposition (CVP), roadmap, and operational model, building a strong team to deliver on our vision. As we finalize our 5-year P&L plan, this is an exciting opportunity to lead TheBar.com into its next phase of accelerated growth.

TheBar.com is not only the owned e-commerce arm of the Diageo portfolio but also serves as an incubator for experimentation and innovation within our ecosystem. Fiscal year 2025 (F25) will be pivotal in establishing key growth drivers, using data for a personalized digital experience, and integrating TheBar.com into Diageo's broader business ecosystem to enhance brand engagement while gathering valuable first-party data.

Role Description

This Business & Strategy role is responsible for leading the US F25+ business vision, ambition, organizational goals, and roadmap. The individual will ensure alignment across Growth Marketing, Product, and Merchandising strategies while collaborating with internal and external partners to achieve goals.

The role includes managing three direct reports (contractors) and working closely with multiple internal partners.

Key Responsibilities

• Drive the vision, ambition, and roadmap for TheBar.com for F25+, ensuring all functional strategies align with business goals and brand aspirations.
• Deliver NSV and revenue growth by identifying and implementing strategies that improve commercial performance and operational efficiency.
• Actively engage internal partners (Steer Co, NA Exec, MILT, Global, Commercial) and external partners (e.g., Sourced Craft Cocktails, Code & Theory, FCI).
• P&L Ownership: Collaborate with finance to track growth, recognizing we are still in start-up mode.
• Commercial Responsibility: Identify new revenue streams, manage contractual negotiations, and oversee partner invoicing (e.g., for merchandise and packaging).
• Use a "test & learn" model to develop and codify growth drivers to scale the business effectively.
• Nurture and develop direct reports while fostering collaboration across shared Diageo resources and agencies.

Candidate Requirements

• 10+ years of relevant Marketing/Innovation experience in alcohol/beverage, CPG, or luxury industries.
• Experience with DTC/e-commerce and alcohol/beverage sectors required.
• Proven ability to build brands and businesses from the ground up.
• Strategic problem solver with a hands-on approach: Can develop strategies to support business goals while rolling up sleeves to complete.
• Willing to take action: Makes sound decisions with incomplete data and continuously optimizes for learning.
• Influential leader: Builds trust, inspires others, and effectively works through teams.
• A continuous improver: Challenges the status quo and seeks opportunities for innovation and excellence.
• Demonstrates personal accountability for driving performance.
• Proven ability to inspire and grow teams.