Job Summary

The Head of Route to Market (RTM) defines and leads the end-to-end RTM strategy, governance, and transformation agenda to drive sustainable topline growth, optimize cost-to-serve, and enhance the productivity of commercial and distribution resources.

The role partners cross-functionally to shape and implement future-ready RTM models, eb2b by combining deep understanding of end-to-end commercial operations with strong business case development.

Through continuous performance diagnostics and external benchmarking, the role drives data-led evolution of RTM models, integrating emerging technologies into scalable and pragmatic solutions that create competitive advantage in Commercial & Sales.

Key Responsibilities

1.Define and Lead RTM Strategy & Transformation
• Own the end-to-end RTM strategy to enable topline growth, ensure optimal coverage, improve productivity of commercial and distribution resources as well all cost-to-serve efficiency across all channels
• Continuously lead the team to analyze market dynamics, competitor RTM models, and internal performance (RTM, X-Ray of Distributors and Wholesalers, ND, CTS, Discounts, Customer Service Policies, etc.) to identify structural opportunities
• Define and drive next-generation RTM models, including distributor, wholesaler, and digital/eB2B ecosystems
• Lead cross-functional alignment with Commercial & Sales, RGM, Supply Chain, Logistics, and Digital to ensure RTM strategies are holistic and executable
• Act as the thought partner to Sales Leadership, shaping RTM direction and embedding it into planning activities

2. Establish RTM governance, performance management & standards
• Define and institutionalize RTM KPIs and governance frameworks (e.g., service compliance, distributor effectiveness, CTS, ND, productivity, eRTM coverage)
• Lead RTM performance diagnostics and reporting for company’s data-driven decision making and propose recommendations to drive commercial prioritization and resource allocation, including but not limited to:
o Distributor financial & operational health
o Wholesaler engagement effectiveness
o Sales force productivity and route efficiency
o ND tracking
o CTS reporting (usage tracking and training where required)
• Lead strategy development and deployment of Distributor Management & Wholesaler engagement, ensuring alignment with Swire Coca-Cola standards and evaluate its effectiveness

3. Drive innovation, pilots & future-ready RTM models
• Identify and translate emerging industry trends and best practices (from bottlers, FMCG, and relevant industries) into RTM opportunities
• Manage and guide RTM pilots and transformation initiatives, including:
o Defining hypotheses, success metrics, and business cases
o Securing investment and cross-functional resources
o Reviewing pilot outcomes and scaling successful models
• Lead the evolution of new selling and delivery models (e.g., B2B platforms, automation, AI-enabled tools, digital ordering, inventory solutions)
• Ensure strong partnership with Digital Enablers/ Commercial Execution Excellence team to embed technology into RTM as a competitive advantage
• Drive change management and adoption of new RTM models in collaboration with Commercial Execution Excellence team

4. Design and lead eb2b
• Define the strategic direction for eb2b, and collaborate and support the implementation of B2B platforms and integration with key eb2b partners together with Digital Enablers/ Commercial Execution Excellence team
• Works with internal and external stakeholders to ensure smooth operations and revenue growth for our eb2b, expanding our reach and delivering high sustainability eb2b solutions
• Ensure reliability, adoption, and commercial impact of digital RTM solutions in collaboration with Digital Enablers/ Commercial Execution Excellence team.

Requirements

• University/Bachelor’s Degree
• More than 5 years of experience in commercial, RTM or logistics operations roles.

Core Competencies 
Key to this role will be the ability to combine functional expertise with a strong entrepreneurial spirit, a relentless focus on results and a great ability to create cross-functional integration with a very high sense of flexibility and understand cultural differences. It will require a healthy balance of understanding our business, leading cross-functional teams effectively and thinking out-of-the-box to ensure we continue to challenge the status quo while maximizing our return on investment.

He/she should be capable of establishing collaborative working relationships, deal with change management and process improvement and of developing sustainable regional teams that can continue the local development without him being present.

Specific Competencies 
• Commercial Knowledge 
• Financial simulations and budgeting
• HR fundamentals
• Route planning/Route management
• Network analysis
• Distributor management
• Wholesaler engagement strategy
• eRTM – Digital trends
• IT basics
• Operations/logistics basic processes
• Project Management 
• Business Intelligence.

Leadership Competencies (prioritized):
Building and maintaining relationships, communicating effectively, Influences the System, drives innovative business improvements, develops & inspires others, builds vision and strategy, ethics and integrity.