Wanna save your drinks brand's P&L?
Start by changing your idea about what it means to manage it!
❌ Don't look for someone who will manage your brand like a financial exercise.
✅ Look for someone who "manages mix" and improves your P&L by pulling the right levers.
If you put buzzwords in Job Descriptions ⏭ you'll get buzzwords back on job applications and interviews.
P&L is 10 lines.
They become meaningless words if you don't understand the mix:
- Brand Mix
- Pack Mix
- Channel Mix
- Customer Mix
- Geography Mix
P&L is just the output of what you do in the market.
What happens in the mix, goes into the P&L.
Build your brand bottom-up, without messing up.