Job Description :

Job Title: Commercial Director, UBL

Location: Uganda

Reports To: Managing Director, Uganda Breweries Ltd

Diageo Business Context:

Welcome to the Diageo world of exciting possibilities, a world of celebrating life every day, everywhere.

Diageo is a truly global organization with over 28,000 talented people and a presence in 180 countries. Across our 21 markets, our portfolio of brands represents our biggest strength, and our People, our biggest passion.  Be it our global giants, local stars or reserve brands we use our vision, creativity and courage to drive the growth of our products worldwide.  We invent strong brands for today and for the future, upholding the quality of our products and taking personal accountability for their success.

We have more than 6,500 people working with Diageo in Africa: our Africa businesses account for over 20% of Diageo workforce worldwide. In all that we do, we seek to bring out the best of our Diageo values and release the ‘spirit of joy & community’ which is alive across the African continent. In Africa, we create wealth both directly through our operations and indirectly through our broader value chains where we support development and growth in partnership with businesses and communities.

Thirteen of our production sites in Africa are in water stressed areas; so much of our focus is on managing water use in our operations effectively and reducing water poverty in surrounding communities through our pan-African Water of Life programme. Since its launch in 2006, we have brought safe drinking water to around 10 million people.

We are committed to our vision of being ‘the best performing, most trusted and respected consumer goods company in Uganda’.  Uganda Breweries Limited (UBL) is built on the principles and foundations laid by the giants of the drinks industry.  To be a part of Diageo is to be a part of history – and to have the unrivalled opportunity to make your own mark in history.

Society 2030 is Diageo’s ten-year commitment to grow in the right way from grain to glass, cutting across areas including promoting positive drinking, championing inclusion and diversity and becoming sustainable by design through various initiatives including a review of where we source, make and sell, how we use water and our impact on carbon and regenerative agriculture. 

Are you ready to join us on our journey to create history in Uganda and beyond?

               

Role Dimensions:                 

a) Financial

Deliver on Trading profit

NSV

Volume

Operating budgets

b) Market Complexity                             

East African Breweries PLC (EABL) is East Africa’s leading branded alcohol beverage business with an outstanding collection of brands that range from beer, spirits and adult non-alcoholic drinks (ANADs), reaffirming our standing as a total adult beverage (TAB) company.

With breweries, distilleries, support industries and a distribution network across the region, the group’s diversity is an important factor in delivering the highest quality brands to East African consumers and long-term value to East African investors.

EABL is a matrix organization structured around business units and group functions with UBL currently the second largest unit of the EABL Group contributing to 21 % of the group profits (18 % of volume).  

As a consumer-driven business, UBL takes time to study the market and understand consumer needs and wants as well as how best to satisfy them. That is why we constantly invest in innovating and renovating our brands to stay on par with dynamic consumer trends. This goes hand in hand with our Vision to be the most celebrated business in Uganda.

Our market-specific strategies allow us the agility to identify and shape consumer trends, as well as respond to market dynamics to support growth. We are a proud grain to-glass business and remain steadfastly passionate about:

Producing quality beer, spirits, and adult non-alcoholic beverages (ANADs).Investing in responsible marketing to build aspirations for high-quality brands.Continuously innovating to unlock new opportunities and deliver new offerings that meet changing consumer demands.Transforming sales execution and extending our reach to ensure our consumers can access and enjoy our brands every day, everywhere.Sourcing and producing locally where viable to support local communities.Playing a positive role in society and delivering value to our stakeholders and shareholders.

c) Leadership and Functional

This role leads the UBL Commercial Team that consist of both permanent employees and contractual staff who are responsible for setting and driving the overall Commercial strategy to ensure achievement of key performance indicators.

Purpose of Role:

The role has accountability to define and gain Board agreement for the Company sales strategy that achieves effective implementation of the UBL Commercial plan.

To direct, control, motivate, lead and train the UBL sales operation to achieve agreed sales, distribution, market share and performance objectives through the effective management of both Distributor and Retail sales operations.

To create and manage an organization through which plans and programmes are implemented to the highest standards.

To specify the methods, technology and resources by which the UBL sales strategy is to be achieved.

               

Role Responsibilities:

Achieve profit, volume, KPI objectives, contribute towards the planning, implementation, review and replanning of the UBL strategic plan.Define clear objectives, tactics and plans to manage the achievement of our sales strategy and the effective execution of the UBL marketing plan.Ensure that sales training and personal development programmes are up to date and reflect the needs of individuals.Ensure appropriate action taken for Individuals who show potential, people who are in roles for which they are not suited and poor performers as well as complete PMS for each direct report and ensure completion for full sales team.To take proactive action to minimize the potential for fraud within the sales division.Manage the UBL sales operation through a team of on trade, off trade, operations and commercial management to manage the Distributor strategy to plan and ensure a Distributor audit strategy is implemented by Regional and Distributor management.Ensure compliance with safety requirements at the work environment.

Qualifications and Experience Required:

Qualifications

Bachelor’s degree in business administration or related fieldMaster’s degree in business administration

Experience

Experienced all round manager with at least seven (7) years senior management experience.Successful track record with a sound knowledge of both sales and marketing with an excellent understanding of NPD, Distribution, Sales forecasting, Pricing, Advertising and sales promotion, public relations and Marketing planning and control.

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you. 

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Worker Type :

Regular

Primary Location:

Portbell Brewery

Additional Locations :

Job Posting Start Date :

2025-08-08