• Owner of the overall distribution and route to market in southern Europe.• Developing long term platforms with a win-win approach to differentiate Diageo and shape the future with key partners, assessing the partners capabilities with clear segmentation.• Build the activation plans with on-trade outlet centric schemes to maximize distribution and rate of sales.• Lead the sales force briefing of the commercial calendar ensuring the commercial team is fully equipped to win with the provision and selling tools and assets in line with customer activation timings.• Ensure robust M&E is in place, to develop comprehensive understanding of behavior change and corresponding drivers of financial performance.• Support the O&R process with channels commercial directors and finance.• Lead, manage and develop a team of 6 people located in Spain, Portugal, Greece, and Italy.• Co-lead and define performance tracking systems.• Budget managed: Circa 10M €.• Member of the southern Europe extended leadership team.

• Key account manager Transgroumet Iberica and buying groups (IFA & EMD). Total turnover: Circa 60M €.• Negotiation of annual agreements.• Leadership and direct responsibility of the national account Executive team (15 directly or indirectly).• Coordination of the external team for the on-trade channel at Iberia level (Spain and Portugal). • Development and leadership of the coverage strategy, sales, and execution KPIs for both groups.• Member of the Extended Leadership Team (ELT) of Diageo Iberia.

• Key account manager Auchan, Eroski & E. Leclerc.Total turnover: Circa 30m €.• Negotiation of annual agreements.• Design, execution, and negotiation of the joint customer's annual commercial plan.• Maximization of results through pricing strategies, trading terms investment, brand building, category management, innovation, and reserve levers.• Analysis and control of return on investment, brand mix and promotional execution at the point of sale.• Key projects: Key account transformation (defensibility trade terms both nationally and internationally), Anaplan (new planning tool) and Polaris (NRM champion in the off-trade channel).

• Execution of channel plans and brand plans in assigned off trade customers. • Direct responsibility for the execution and development of Eroski and support to the execution of the international accounts carrefour and Auchan.• In-depth customer and shopper analysis of both off trade channel and assigned customers.• Measurement and evaluation of promotional activity.• Presentation of promotional activities to customers.• Development, evaluation, and execution of the promotional plan for the company's 2nd largest brand in terms of turnover for the off-trade channel based on an in-depth knowledge of the shopper and the channel's promotional activities. • Lead the global CCC (Customer Collaboration Center) project in off trade Spain; Diageo's international center located in London where meetings were happened with top customers to close Winning Customer Plan for joint growth proposals.