Richard Spencer

Collaborator
DISC Type : is

Head of Business Effectiveness, Pricing, Systems, Data and Controls at Diageo

Kingston Upon Thames, England, United Kingdom

Overview

Richard is the Head of Pricing, Data, and Business Effectiveness at Diageo GB, specializing in the alcoholic drinks industry. He has a strong background in sales, net revenue management, and finance, applying skills from his Business Studies degree from The University of Sheffield to drive commercial strategy.

Outside of his professional role, Richard is a fan of both rugby and football, and he particularly enjoys pairing the sports with a Guinness. He maintains a sense of humor in his professional life, sharing lighthearted updates about his career progression.

He once joked that his new, lengthy job title would require him to find a wider business card.

Personality Overview

Fair-minded

Example Driven

Good Listener

Unlike D or C types, they are calm as well as friendly and can give the impression of being more receptive than they actually are.  They are more likely to opt for solutions that are proven in the market. Scenarios where both sides can come out as winners appeal to them greatly.

Topics They Care About

AI in Business
Attended an AI Demo Day hosted by Faculty, expressing his pleasure in being part of a project that applied AI within his company.
Pricing Strategy
Considers pricing a critical component of innovation launches and has held multiple senior roles at Diageo focused on pricing and revenue growth.
Revenue Growth
His previous roles involved direct ownership of plans to deliver revenue and margin expansion for major brands across the vodka, rum, and tequila categories.

Media Appearances

Richard has no verified media appearances

Work History

7-2023
Head of Business Effectiveness, Pricing, Systems, Data and Controls at Diageo
11-2021 - 7-2023
Head of Pricing and Controls at Diageo
9-2020 - 11-2021
Senior Revenue Growth and Planning Manager at Diageo
8-1999 - 5-2001
Graduate Management Trainee at John Lewis

Education

1996 - 1999
Bachelor of Arts (B.A.) from The University of Sheffield

More Information

Social Presence :

Prographics :

Exp : 6 Location : Kingston Upon Thames, England, United Kingdom Job Level : Mid-senior Designation : Head of Business Effectiveness, Pricing, Systems, Data and Controls at Diageo
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Insights For Selling To Richard

During A Call Or A Meeting

DO's

  • Show them how they look good by making this decision
  • If possible, involve their colleagues in the sales process
  • Use testimonials, case studies to show them why it is a low-risk, high-value decision

DONT's

  • Don’t sound very transactional
  • Don’t get into excessive details unless prompted
  • Don’t give the impression of being unproven or risky

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Richard is

  • Relationship and rapport play a major role, followed by low risk and the presence of proof points.
  • Will you ever get a clear answer from Richard

  • They are diplomatic when the need arises; they hardly ever say a direct no.

Insights For Deal Planning

    How fast (or slow) will Richard move?

  • They can take their time to reach decisions, even while they stay engaged and friendly.
  • Can Richard take some risk or not?

  • They are unlikely to take many risks.

You And Richard

Personality Compatibility


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