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.
Lead initiatives that drive operational efficiency, customer satisfaction, and revenue growth.
Optimized RTM Footprint
Develop and implement the right RTM footprint to maximize market penetration (pervasive distribution) and elimination of white spaces.
Clearly define roles for all RTM partners including distributors, wholesalers, and stockists.
Optimized Sales Models
Define and implement the optimized Customer Service Package to the retail base.
Balance maximized 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.
Benchmark RTM models against industry standards and adjust the approach to maximize business potential.
Operational Excellence in Sales Execution
Develop standard operating procedures (SOPs) for sales execution.
Ensure consistent customer management and execution across all regions.
Sales Productivity and Performance Excellence
Improve sales force productivity through Sales Force Automation (SFA) and RTM scorecards.
Identify in-trade gaps and opportunities for improvement to drive performance.
Partnership and Stakeholder Management
Build and maintain strong relationships with indirect partners and cross-functional teams to ensure aligned objectives.
Requirements
Education
Bachelor's degree in Business Administration, Sales, or a related field.
A Postgraduate qualification (MBA/MSc/MA) would be advantageous.
Experience
8-12 years of experience in field sales.
Solid understanding of National RTM/Distribution Management and Sales Management within the FMCG or dairy sector.
Strong understanding of end-to-end customer processes including Logistics, Finance, and Sales.
Knowledge of 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.
Strategic vision to create a compelling RTM roadmap and break it down into actionable plans.
Strong knowledge of financial and business modeling, including cost drivers and profitability analysis.
Excellent relationship management skills with indirect partners, third parties, and cross-functional teams.
Strong analytical and project management skills.
Competence in implementing sales force effectiveness metrics and reward systems.
Familiarity with the latest RTM technologies, tools, and systems.
How to Apply
Interested and qualified candidates should apply online via the Coca-Cola Beverages Africa (CCBA) recruitment portal. Visit The Coca-Cola Company on ccba.erecruit.co to submit your application.
How to Apply
Interested and qualified candidates should apply online by visiting the official recruitment link: Apply on CCBA e-recruit. This link will direct you to the Coca-Cola Beverages Africa application portal.
