Director Regional On Premise

hace 5 días

Mexico City Coca Cola A tiempo completo

Description

Summary:

Focus, Scope, & Impact:

Lead the strategy for the On Premise channel in Mexico ensuring an alignment of the strategy within bottlers in Mexico, as well as the development of specific capabilities for the channel.

Lead, design and implement integrated short and mid-term strategies for Key Account On Premise Customer across single country/market in the Latin America OU to accelerate customer-back, consumer-centric programs and thus accelerate all our portfolio incidence, net sales revenues (NRS) and profitability (Margin) growth by bringing in the “voice of the customer” into TCCC program design early and thus maximize relevance and execution at the POS across different formats (convenience stores, drugs stores and gas stations).

Key Objective: to accelerate TCCS brands basket incidence in Key Account On Premise Customer and accelerate sustainable topline NSR and Margin growth based on strategic direction-plans from the Latin America OU, Zone and country (LRP & ABPs) to ensure growing TCCS business faster than the customer thus gaining share of value. Key Deliverables: Customer-relevant occasion and portfolio development plans, defining shopper relevant category bundles and mechanics, an impactful calendar of activities tied with customer's activation cycles, briefing marketingaccordingly for communications requirements and in outlet experiential requirements while improving the beverage experience, as well as aligning execution requirements with lead, country operations and bottler(s). This is inclusive of Revenue pools/ Targeting of occasions, shopper types, bold OBBPC approaches to drive the right assortment, SKU optimization, innovation, value to market playbooks, price terms and conditions and promo mechanics/investments, wiring RGM 2.0 applications and implications into business plans to drive RGM/RTM linked capability with customer operation in its market. Partner with OU category leads to align - occasion-centric – on key categories and activation to deploy with customer different formats/banners while including experiential marketing. Track and discuss our performance with local on premise customers, adjusting plans and renegotiating activities to achieve BP/ ACP goals, interacting with other areas inside company to leverage our activities, campaigns and properties through key-accounts. Coordinate with customers and bottlers the implementation of planned activities, acting as facilitator, and act as a mediator to solve a wide range of operational problems between them. Manage budget, analyzing, processing and approving contractual payments, always optimizing marketing funds and other investments, and also tracking and solving payment problems.

KEY SUCCESS PARAMETERS

Experience

7+ years of leadership experience in customer management, commercial and operational marketing. Strong planning, communication, and collaboration skills. Ability to think from planning to execution and solid system customer, commercial and brand management.

Mastery Of (Required):

System Planning Channel/Shopper Marketing Customer Management RGM Incl Segmentation & Obppc System And Customer Economics

Broad Expertise In (Good To Have):

Turning Insights (Consumer, Shopper, Customer) Into Strategy Category Management Value To Market Project Management Supply Chain

Work Focus

The role requires deep understanding of Key Accounts as well as strong leadership and accountability to influence our cross-functional System teams towards consumer- and customer-relevant plans that drive revenue and profit growth with a sustainable long-term competitive advantage.

Develop strategic plans to unlock growth opportunities with Key Accounts formats focused on occasion development, trip conversion and portfolio expansion opportunities. Defines the portfolio execution priorities for Key Accounts in all formats/banners and drives disciplined implementation of the customer/format playbooks. Co-develops shopper and channel/customer RGM elements with bottler as part of RGM 2. 0 planning framework. Lead/manage key customer relationships to collaborative on building the activation calendar by briefing marketing for brand/communications needs while co-developing customer plans with bottlers and customer. Deploy NARTD category vision and ensure consistency of value propositions for Key Accounts formats in its market (e.g. recruitment, trial, frequency) in collaboration with the customer and bottlers. Develop customer business plan in collaboration with bottlers, including brand and package portfolio priorities and activation plans. Be the System expert on Key Accounts business/formats, able to reflect a consumer, shopper and local customer’s perspective as well as a System execution capability within the customer/channel. Provide insight in category growth opportunities to category leads and to country operations. Manage customer specific DME as well as DME allocated to perform the work in scope.

Communication Focus

Internal communication includes providing direction to marketing for brand/communications needs for path to purchase activation with Key Accounts formats.

External communication includes customer engagement across all markets in Latin America and at HQ level. Influencing and negotiation skills are essential for this role as it will influence acting on mutual strategies as well as securing investment for implementation.

Skills:

Account Management, Business Development, Communication, Consultative Sales Management, Customer Relationship Management (CRM), Decision Making, Leadership, Marketing, National Account Sales, Negotiation, Pitch Presentations, Sales, Sales Management, Sales Process

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