Jorge Calleja

Lead the business strategy (Trade Strategy, Game Plan, Category Strategy & Plan) of Diageo ensuring excellence in execution with sales and marketing teams. Define the channel strategy (JUBP), which implies: issues identification and opportunities, definition of the vision and roll of the category of spirits (TBA) for the channel, as well as, the definition of the plan of activities to support Diageo strategies Identify and define the channels, regions and brands investment priorities.

Motivate and inspire all the company areas to develop category plans to reach the channel objectives Create execution standards that respond to insight (deep knowledge) of shopper. Support the strategy development, create activities that satisfy the the consumer, buyer and client needs to reach Diageo objectives in the channel Transform the Brand and channel strategies into activities that helps to fulfill the objectives of the company