Activation Executive, On Trade, Costa Rica
Diageo · San Jose, Costa Rica
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 role:
Activation Executive1. Role IdentificationField Input
Details
Role Title
Activation Executive
Band Level
L6 - To be completed by HR
Reports To
Activation Manager / Commercial Head
Function / Pillar
Sales Customer Marketing
Channel / Scope
On Trade / Off Trade / Traditional Trade - specify channel in each role assignment
Blueprint Role Family
Activation Volume Channels
2. Purpose of the RoleThis role exists to translate approved commercial priorities into brilliant, customer-centric execution across the assigned channel and geography. The Activation Executive is the field execution specialist closest to customers, outlets and distributor teams, responsible for ensuring activations are delivered on time, in full and to agreed quality standards while creating measurable value for customers, shoppers, consumers and Diageo.
The role is expected to spend approximately 70% of its time in market visiting customers, supervising activations, coaching distributor and agency teams, and identifying opportunities to improve visibility, shopper conversion, customer experience and Rate of Sale (ROS). The remaining time is dedicated to execution planning, day-to-day budget stewardship, agency coordination, Measurement & Evaluation and converting field observations into actionable recommendations for the Activation Manager, Commercial Planning Manager and Channel Managers.
Success in this role is defined by consistent execution excellence, strong customer intimacy, disciplined management of approved activation investment, effective agency leadership and the ability to continuously improve future plans through execution intelligence, for ON Trade and RTDs Segment.
3. Market Context
CCV is one of Diageo's most diverse and dynamic regions, spanning more than 30 countries across Central America, the Caribbean and Venezuela. Our business connects multiple cultures, languages, customer landscapes and routes to market, working through a broad network of distributor partners. This complexity creates a fast-moving environment where local insight, collaboration and adaptability are essential to unlock sustainable growth.
4. Decision MakingDecision Area
What the role decides / recommends
Boundaries, support or escalation
Day-to-day execution priorities
Prioritizes approved activation activities, outlet visits, field follow-up and agency deployment within the assigned channel and geography.
Works within approved commercial plans, activation briefs, budget guardrails and Activation Manager direction. Escalates material changes to scope, timing or investment.
Field corrective actions
Takes immediate action to resolve execution gaps relating to visibility, materials, timing, agency delivery, outlet readiness or distributor coordination.
Escalates structural customer, supply, contractual or investment issues that cannot be resolved within agreed authority.
Opportunity identification
Recommends customer, shopper and execution opportunities based on market visits, competitive observation and customer feedback.
Recommendations must align with market strategy and are brought to the Activation Manager, Commercial Planning Manager and relevant Channel Manager for prioritization.
Agency and budget management
Coordinates day-to-day agency work, validates execution against scope and monitors approved activation spending, estimates, purchase orders and claims.
Operates within approved supplier contracts, procurement processes and financial controls. Escalates forecast overruns or scope changes.
Execution learning
Recommends practical improvements to activation mechanics, field routines and customer execution based on M&E and market intelligence.
Strategic changes to channel plans or resource allocation require manager and cross-functional approval.
5. Functional & Leadership Responsibilities· Spend approximately 70% of time in market, maintaining close proximity to customers, outlets, shoppers and distributor field teams to supervise activations, verify execution standards and strengthen customer relationships.
· Deliver approved channel activation plans with discipline, ensuring visibility materials, branded execution assets, promotional mechanics and activation tools are deployed on time, in full and to the required quality.
· Develop customer intimacy by understanding outlet needs, execution challenges and growth opportunities, ensuring activation delivery that creates value for the customer while supporting Diageo market strategy and ROS growth.
· Proactively identify opportunities to improve image, presence, visibility, shopper conversion, distribution or outlet experience and bring structured recommendations to the Activation Manager, Commercial Planning Manager and Channel Managers.
· Manage activation agencies and execution partners on a day-to-day basis, setting priorities, supervising in-market delivery, resolving operational issues and providing clear performance feedback.
· Own day-to-day management of approved activation budgets, including spend tracking, estimates, purchase orders, execution costs, claims support and identification of productivity opportunities.
· Coach distributor field teams and agency personnel on execution standards, customer requirements and activation quality, reinforcing consistent ways of working across the assigned channel.
· Capture customer feedback, shopper observations, competitor activity and recurring execution barriers, converting these into execution intelligence that improves future commercial plans.
· Support post-Measurement & Evaluation by documenting execution quality, commercial outcomes, customer response and practical learnings for scale, stop or improve decisions.
· Ensure all activities comply with Diageo policies, brand standards, responsible marketing requirements, procurement processes and financial controls.
6. Key Outputs / Deliverables· Channel Activation Execution Tracker and Outlet Visit Plan
· Customer-Centric Execution and Visibility Scorecards
· Activation Opportunity and Market Intelligence Pipeline
· Agency Deployment Plan and Performance Feedback
· Day-to-Day Activation Budget, Purchase Order and Claims Tracker
· Execution Issue and Corrective Action Log
· Measurement & Evaluation Inputs and Continuous Improvement Recommendations
· Distributor and Agency Capability Coaching Record
7. Key InterfacesKey Interface
Nature of Interaction
Activation Manager
Align priorities, receive coaching, escalate risks and review execution intelligence and improvement opportunities.
Commercial Planning Manager
Provide field insights, execution readiness feedback and practical recommendations for future cycle plans.
Channel Managers
Share customer, shopper and competitive insights that inform channel priorities and execution standards.
Sales / Business Development / KAN Manager
Align customer-specific priorities and coordinate outlet-level delivery without taking ownership of customer negotiations.
Customers and Outlet Teams
Build day-to-day intimacy, understand needs, supervise execution and identify mutual value opportunities.
Distributor Field Teams
Coordinate field delivery, coach execution standards a