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
- 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
Education
- Bachelor's degree in Business Administration, Sales, or a related field.
- Postgraduate qualification (MBA/MSc/MA) would be advantageous.
Experience
- 8-12 years of experience in field sales.
- Understanding of National RTM/Distribution Management and 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.
How to Apply
Interested and qualified candidates should apply online through the Coca-Cola Beverages Africa (CCBA) e-recruit portal by clicking the apply button below.
