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Senior Director Modern Trade and Customer Strategy

3 meses atrás

Rio de Janeiro, Brasil Coca Cola Tempo inteiro

Description

Summary:

KEY WORKING PARAMETERS

MODERN TRADE AND CUSTOMER STRATEGY SENIOR DIRECTOR

Focus, Scope, & Impact

Develop and Implement Modern Trade Strategies : Deliver transformative Modern Trade strategies and playbooks for the Operating Unit (OU) that are insight-driven (both shopper and channel insights) and optimize relevance for consumers, shoppers, and customers. These strategies should aim to accelerate business growth through a networked system approach, advance long-term occasion development, and ensure relevant innovation with edge and scale, leveraging NARTD Category Visions. Optimize System Execution in Modern Trade : Work closely with bottlers to optimize TCCS NARTD basket and purchase incidence per channel, and with customers to accelerate topline growth. This should be based on a deep understanding of execution levers and how to optimize desired outcomes (availability, type of adjacencies, rate of sale, strike rate, equipment placement). Lead Category Management : Head the Category Management area for the OU, focusing on automation and capacitation for the CatMan Community. Drive thought leadership and deliver deep-dived category vision formats for priority country/category combinations. Long-Term Strategy and Value Propositions for KA Customers : Lead the mid and long-term strategy, value propositions, and capabilities for Key Account (KA) customers of Retail and On Premise. Collaborate on Growth Paths with Customers : Develop and implement Customer Business Plans (CBPs) and Joint Business Plans (JBPs) for all key accounts. Create strategic roadmaps for KO accounts and recruitment strategies that contribute to profitable growth. Provide guidance on Requests for Proposals (RFPs) and renegotiations. Customer Strategic Matrix : Develop with Finance & Customer Leads a strategic roadmap of all KO accounts and build the development and Recruitment strategy that contributes to our profitable growth. Leverage Revenue Growth Management Strategies : Design segmented execution plans with category leads, grounded in robust business cases with clear expectations for distribution, velocity, and support needed for successful execution (e.g., equipment requirements, KAMs training, selling stories to customers). Track and Leverage Commercial and Customer Metrics : Ensure the right commercial and customer metrics are tracked to enable impactful tracking and opportunity identification at scale. Use these metrics to drive fact-based commercial and customer planning, initiate interventions, and ensure metrics-driven communication in all key system routines. Accelerate Growth and Enhance System Margins : Drive accelerated NSR growth, TCCS basket and purchase incidence, system margins, and value share across all key sub-channels and environments, and with customers in the OU. Work closely with Commercial finance in Customers Financial Workstream, developing the modern trade’s P&L by zone and ways to enhance it. Provide Strategic Inspiration : Organize and deliver forward-thinking inspiration through events and agendas tailored to KA customers. Deliver strategic thinking behind ESG actions by channel and customer, acting as the strategic connector between commercial and marketing strategy, and guide Annual Business Plan (ABP) strategies for customers.

Qualifications and Skills

Proven experience in leading and developing modern trade and customer strategies in a senior role. Strong analytical skills with the ability to translate data into actionable insights. Demonstrated ability to drive growth and enhance system margins. Excellent communication and relationship-building skills. Strategic thinking and the ability to influence and collaborate with various stakeholders. Experience in leveraging digital tools for market and customer insights. Proven leadership in developing and implementing category management and customer relationship programs.

KeY SUCCESS PARAMETERS


Experience

10+ years of leadership experience in RGM or Commercial planning and commercial execution with strong skills in Commercial- and Channel Strategy, RGM, Segmentation, VTM, Innovation, KA and/or Portfolio strategy. Proven Strategic and Analytical Skills as well as outstanding influencing skills. Ability to think from planning to execution and solid system commercial and brand management. Desirable to have candidates with Bottler, Franchise or Customer management experience.

Work Focus

This role requires very solid system experience and perspective, system business fundamentals across a broad range of markets and business dimensions - combined with the ability to make complex business concepts understandable and compelling. Highly developed leadership and influencing skills are a must to positively influence our multi-functional system teams. To succeed, the role requires a strong combination of analytical and strategic thinking capabilities, strong Consumer- and Customer understanding, as well as a hands-on mentality – the ability to conceptualize plans from scratch and very solid understanding of the ICE process and systems, the modern trade capabilities, Category management fundamentals and Customer Value Creation. The role will be wired closely in a networked approach with Senior Leaders and Operators in the Operating Units C&CL as well Marketing/Categories, Finance, Platform Services as well as our Bottling Partners. Ability to drive cross-functional support and cross-system alignment, not least leading and smoothly running PicoS alignment and collaboration to ensure that OU strategies are fully owned by Franchise.

Communication Focus

Communicate with internal stakeholders and key Bottling partners Internal: Communication of channel-specific opportunities, priorities and plans to the OU leadership team and other Senior Management System: Communication and alignment of key strategic initiatives by channel as well as their key business drivers, KO System strategic direction/ priorities and performance with Bottler senior leaders External: Communicating with senior leaders of major customers, key advisors and other stakeholders to progress and successfully deliver on key business development initiatives per channel

KEY Knowledge REQUIREMENTS

Commercial Planning Channel-/ Shopper Marketing RGM INCL Segmentation, OBPPC System Economics

Good to have:

System Planning Category Management Supply Chain Value to Market Customer Management

Skills:

Influencing, System Economics