Interview
Shaw-ing Things Up At Diageo DIAGEO APPOINTED CHRIS SHAW AS THEIR COMMERCIAL DIRECTOR IN FEBRUARY LAST YEAR, RESPONSIBLE FOR THE SALES STRATEGY AND ITS COMMERCIAL AND CUSTOMER MARKETING TEAMS. SHAW STARTED HIS DIAGEO CAREER IN 2001, IN A VARIETY OF COMMERCIAL AND CUSTOMER MARKETING ROLES, AND NOW BRINGS 20 YEARS OF EXPERIENCE TO THE ROLE. HE RECENTLY JOINED THE BOARD OF THE DRINKS ASSOCIATION AND SPOKE TO ALANA HOUSE ON CHALLENGES TO COME AND HOW DIAGEO IS PIVOTING IN THE FACE OF COVID-19.
“I’m excited for the opportunity to work as a united supplier group supporting the drinks association and to advance the drinks industry,” Shaw said. “As a Board, we have a critical role in ensuring an innovative, diverse and forwardthinking industry that’s delivering great experiences for retailers and consumers.” Shaw is eager to support the continued collaboration between suppliers and retailers. “By more deeply understanding retailer, venue, and wholesaler needs and objectives, I would like to ensure collective supplier improvements to meet the changing needs of our partners and our consumers,” he explained.
WORKING TOGETHER TO OVERCOME CHALLENGES
Shaw said the Drinks Association had an even more crucial role to play during the current health crisis. “Having a cross-industry group that works together to support our industry is hugely important,” he noted “The Drinks Association creates the environment for collaboration and sharing of best practice, which strengthens connection across companies, helping us build a meaningful network that benefits us all. “It advocates for an inclusive and diverse industry to attract the best talent into drinks, including a fantastic mentoring program that builds the capabilities of our future leaders.
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“The Drinks Association also plays a key role in informing and educating industry, and during this crisis it’s enabled up to date information sharing between suppliers on how to adapt to supply challenges and workforce planning/management that’s been useful during a challenging time.”
HOW DIAGEO IS PIVOTING DURING COVID-19
While it’s been an unprecedented time for the industry since Shaw took over the Commercial Director role, there have been many highlights. “I’ve welcomed three new commercial leaders in our business who have already
made a huge impact at Diageo – Clair Stevenson who heads up our Endeavour Drinks team, James Fazal who is leading our Coles team, and Sean Bone who has taken on the newly expanded role of Head of Customer Marketing & Digital,” Shaw said. “I’m also proud of how Diageo has responded in such an uncertain time. We’ve demonstrated agility as an organisation to embrace change and challenge, the likes of which we’ve never faced before. “We’ve worked on an individual basis with our key on-premise customers to support them through this difficult time, looking for ways to help based on the needs of each customer.
