Geoff Cockrill
Queensland State Manager of DIAGEO AUSTRALIA LIMITED
Where are you based?
Brisbane
How long have you been in your current role?
Almost Twelve months.
Describe what you do in an average day?
Early start around 7.30am. Check emails and diary. Prioritise what needs to be achieved and get on and do it – saying that there are not many average days - all are challenging and rewarding in different ways!! I spend a lot of time with our different teams ensuring we can execute our initiatives with customers and consumers to the best of our ability both efficiently and effectively. When not in the office, I spend my time out in the field putting strategy into action all over Queensland.
How did you get into this industry?
Started in Key Accounts for United Distillers over 13 years ago. Prior to that, I was employed in various sales roles across FMCG companies, after a completing a Commerce Degree majoring in Marketing & HR.
What is the best part of your job?
Being able to work with Bundaberg Rum and other market leading brands that I am passionate about as well as playing a part in the development of other people. A high proportion of our leadership team started in sales positions, and have been promoted from within the business. It is very rewarding to see people achieve their goals both personally and professionally.
What do you like least?
Doing things that don't add value for our customers or consumers.
What would you do if you were not in your current role?
Marketing anything I am passionate about – probably in the marine or motor vehicle industry or my own business, although there is still a lot of opportunity in Queensland in this great industry.
Name the best retail outlet you have seen and why?
The best retail outlets I have seen are the ones that have the right range, at the right price and the right quantities in order to meet the current consumer trends & demands. Friendly and knowledgeable staff are essential for sustained growth.
How do you see the relationship between retailer and supplier evolving in the coming years?
Collaborative is a bit of “buzz” word, though I see suppliers and retailers clearly understanding what each other can offer and agreeing on what they both can and will do in the short and long term.
The role of category management, range reviews and shared objectives will become a more integral part of the relationship.
I personally hope we never lose the fun in the relationships and the great characters that the Liquor industry in QLD is famous for.
What has been your greatest challenge in your current role?
Work / life balance. With so many great sponsorships and events and a broad range of customers spread across this awesome state, it provides some significant time challenges.
What has been your greatest achievement in your current role?
The continued growth of our brands and people. It is important to celebrate milestones of performance and people.
What areas of growth do you see for the industry?
I see strong value growth in on– premise across food and beverage with consumers willing to pay for recognised premium brands. I also see growth in both off and on-premise outlets that are willing to be innovative and move ahead of the changing demands of consumers.
What advice would you give to someone looking at a career in this industry?
Don't be worried about starting in an entry level role in either retail or with a supplier, as the industry is fast paced and people with the right attitude and the right drive will be offered great opportunities.
Where do you think the industry is heading in the next five years?
More centralisation, consolidation and discipline in the off-premise, and continued great innovation in the on–premise. I think we have many opportunities ahead of us.
Thank you for your time Geoff.