Country Lead: Route-To-Market (RTM) at The Coca-Cola Company

Key Purpose:

The Country Lead: Route-To-Market (RTM) is responsible for designing, implementing, and optimizing the organization’s route-to-market strategies across all regions and channels. This role ensures efficient, cost-effective product distribution and execution in traditional trade, modern trade, horeca, and direct-to-consumer channels to maximize market penetration, product availability, and distribution management.

Key Duties & Responsibilities    
Key Outputs and Accountabilities include, but not limited to:

• Effective RTM Execution : Ensure the RTM model is aligned with the Annual Business Plan (ABP) and optimally executed across regions and lead initiatives that drive operational efficiency, customer satisfaction, and revenue growth
• Optimised RTM footprint : Develop and implement the right RTM footprint to maximize market penetration (pervasive distribution) and elimination of white spaces, with clearly defined roles for all RTM partners (distributors,  wholesalers, stockists)
• Optimized Sales Models : Define and implement the optimised Customer Service Package to the retail base balancing maximised reach, improved sales productivity and reduced cost-to-serve.
• Enhanced Customer Segmentation : Conduct regular assessments of customer needs, align channel and product launches with market demand, and benchmark RTM models against industry standards and adjust the approach to maximize business potential
• Operational Excellence in Sales Execution : Develop standard operating procedures for sales execution, ensuring consistent customer management and execution across regions
• Sales Productivity and Performance Excellence : Improve sales force productivity through SFA and RTM scorecards, driving performance by identifying in-trade gaps and opportunities for improvement
• Partnership and Stakeholder Management : Build and maintain strong relationships with indirect partners and cross-functional teams to ensure aligned objectives and successful RTM outcomes

Skills, Experience & Education
Qualifications and Experience:

Education

• Bachelor’s degree in Business Administration or Sales or related field
• Postgraduate qualification would be advantageous

Experience

• 8-12 years of experience in field sales
• Understanding of National RTM/Distribution Management, Sales Management in the FMCG or dairy sector
• Strong understanding of end-to-end customer processes (Logistics, Finance, Sales) and the operational implications of distribution models in emerging and developed markets.
• Proven ability to initiate new processes and improvements, delivering results within set timeframes
• Experience in forming effective working partnerships within and across functions to drive aligned goals

Skills

• Ability to understand customer needs and ensure RTM execution meets or exceeds expectations
• Ability to create a compelling RTM vision, breaking it down into actionable, manageable plans
• Strong knowledge of financial and business modeling, including understanding cost drivers and profitability analysis
• Excellent skills in managing relationships with indirect partners, third parties, and cross-functional teams
• Strong analytical and project management skills to ensure RTM initiatives are delivered on time and aligned with business objectives
• Ability to implement and improve sales force effectiveness metrics and reward systems to drive sales productivity
• Familiarity with the latest RTM technologies, tools, and systems to ensure cutting-edge operational practices