via Chris Matchan recruitment agency

Area Manager Benelux, Nordics, Baltics and Ukraine: Proximo – Global Spirits Industry

Strong global brands portfolio including: Jose Cuervo (the world’s leading tequila brand), 1800 Tequila® (5th biggest tequila brand globally), Bushmills® (3rd biggest Irish Whiskey brand globally), Proper 12 Irish Whiskey® (4th biggest Irish whisky brand globally and Kraken® Spiced Rum (the leading premium brand in the category).

Based:BeNeLux home office

Package:Base salary to Euros 95k, plus bonus and benefits


We are representing Proximo for the above role which heads up all commercial, sales, marketing and business development for the markets of the Benelux, the Nordics, the Baltics and Ukraine. Proximo is – one of the world’s leading Spirits businesses with outstanding premium brands across multiple sectors and markets. It has a growth oriented, entrepreneurial culture which rewards success without being bureaucratic or political.

At its heart the role exists to drive superior, above average performance for markets that are designated as having significant growth potential.

The job holder owns the P&L for the markets and requires someone primarily with a tough sales mind-set but who understands activation and building sales growth through longer term distributor partnerships, portfolio development, with a genuine understanding of consumer and trade marketing.

The role is essentially to drive and implement Proximo’s global strategy within the region, using market and consumer insights to prioritise investment strategy and focusing on in market activation through the company’s 3rd party distributor network to support long term brand building.

The role reports to the Regional Director EMEAE and success will require someone who is deeply commercial by nature and who knows how to fight hard in the marketplace. It requires someone to manage the brand portfolio across the markets and who really knows how to drive activation and execution of strategy and brand plans through a distributor route to market.

The business consists of a mix of well-established on and off premise retail customers, together with more emergent ones, and there are sophisticated consumers and customers in the market. This demands a flexible, adaptable and entrepreneurial approach and great performance in this role will bring an emphasis and focus on consumer and brand marketing strategy and in-market implementation and activation in more than one market situation. In all situations a clear understanding of trade marketing, a good sense of where value is made or destroyed, and the ability to negotiate with distributors will also be key to the success of this role.

High personal leadership standards are critical – this role requires someone who takes accountability for what they do and for their outputs, who brings clear planning, and a sharp focus on the things that really matter on the ground in terms of annual and longer-term P & L and brand growth from someone who gets on with things on their own without constant supervision.

The person

Given the above core requirements, you will be someone who:

· Knows these geographic markets well from a commercial perspective – what works and what doesn’t, who to trust and who be wary of, and where commercial and brand value is created or destroyed in terms of International premium brands.

· Knows how to manage a tight budget, how to forecast accurately, and how to make money go a long way in the trade – making sensible decisions on the ground in terms of where and how to prioritise trade marketing spend.

· Is assertive, with strong high interpersonal, communication and analytical skills.

· Has excellent prioritization skills and who can easily focus on what matters – on core business goals

· Has a strength in creating and communicating clear vision, strategy and activation/action plans and who can translate these for distributors on the ground into language they understand

· Who has well developed and strong negotiation skills

· Who is resilient, self-motivated, self-starter and agile

· Who has solid experience in budgeting, commercial, marketing, and financial planning

· Who naturally collaborates and understands how to work well with supply chain, global marketing teams and finance colleagues

· Who is multi-cultural and who enjoys building business with multiple stakeholders from a wide range of regional, national and cultural backgrounds

· Who has in depth understanding of product pricing and Value Chains within the premium Spirits marketplace

· Over time the role needs someone who can use other brands in the Proximo portfolio to grow the business as opportunities arise in the Rum, and American Whiskey categories.

Background and Opportunity

You will know the alcoholic beverages market and ideally you will know the global Spirits industry with real depth. You will have hands on experience on the ground from an activation perspective and ideally you will be familiar with Proximo’s distribution partners. You will have experience of working with the Monopoly Markets in Scandinavia.

You might be also be a deeply commercial/sales person who knows these markets and this would be your first Area Manager role.

You are likely to be degree qualified and with a genuine interest in this sector and the markets. You will have developed your experience taking the best of global brand building businesses but at heart you will be deeply commercial and you will want to operate as if it’s your own business and to make decisions based on what is best for value creation, growth the long term health of premium brands.

Proximo is the best company we work with in terms of being a meritocracy and the future is assured for someone who delivers and who does so with the right collaborative behaviours. There are routes into running bigger/different markets, into bigger regional roles, or possibly into International Marketing and Brand management roles in the future for anyone who is interested in this career route.


Whilst the successful applicant can be based from their home address in any of the markets across the region, it is inevitable that some proportion of their time will be spent travelling, being on the ground, talking to and gaining insights from consumers and trade partners.

It will be taken for granted that the applicant will understand the key to this role is building relationships, therefore, availability and willingness to work flexible hours will be essential.


A base salary is on offer up to Euros 95k and possibly more for the right person, with a Bonus of 25%, plus car allowance and other benefits associated with a global Spirits business.

To apply for this job please visit