Petr Surov

Responsible for leading Diageo's beer portfolio — Guinness, Kilkenny and Hop House 13 across the DACH region, working through distributor and importer partnerships to drive commercial growth and brand presence. Manage and develop long-term distributor partnerships across Germany, Austria and Switzerland, aligning on commercial priorities, execution standards and joint business planning Negotiate contracts and commercial agreements with distribution partners, including leading an RFP process to appoint a n

Responsible for Diageo Beer Portfolio as Country Manager for Germany, Belgium, Netherlands & Poland, with full P&L responsibility.

Responsible for Diageo Beer Portfolio as Country Manager for Russia and Turkey with full P&L responsibility.

Led the full commercial relationship with national retail chains Lenta, Magnit and Dixy, including P&L ownership, annual contract negotiations, and joint marketing plans — while managing a team of 2 direct reports, both of whom were promoted during this time.

Managed the full commercial relationship with Russian national retailers Lenta and Okey, including P&L ownership, annual contract negotiations, and joint marketing plans — driving sustainable growth and profitability across both accounts.

Managed and developed relationships with national and regional retailers across the North-West Russia region, driving distribution and commercial performance at the local level.

Led an organization of 45 employees (6 direct reports) in the Saint Petersburg area, with overall responsibility for national trade contracts and negotiations.