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Dan Radice


Location: UK
Languages: English, French
TN focus: Negotiation, Selling, Route to Market


General Manager, Europe Partner Markets, Diageo
Commercial Transformation Director, Europe Diageo


Category selling / Joint business planning
Executive coaching



Dan has worked in Consumer Goods for almost 30 years.  He started out in Strategy Consulting before spending the majority of his career at Diageo plc, rising up through strategy and then line commercial roles to international leadership and General Management positions.  He has worked with Total Negotiation since 2015 where he has been instrumental in expanding the business into the adjacent commercial capability areas that compliment the core Negotiation offering.

Having gained broad experience across a range of sales channels both in the UK and across Europe, Dan’s corporate leadership roles gave him a particular understanding of strategic partner, customer, and distributor management in both developed and developing markets.  Subsequently he has gained extensive consulting experience in supporting clients to develop the strategic plans, selling propositions, and negotiating strategies on which such enduring strategic partnerships are built.

Dan has a Post Graduate Certificate in Executive Coaching from Henley Business School.  He brings this coaching experience to bear on his consulting and capability development work, adopting a facilitative rather than didactic approach to client assignments.  His focus is on delivering lasting and value-creating change at both the organisational and individual level and he loves helping clients simplify the complex in order to achieve this.