Job Information
The Coca-Cola Company Director Regional On Premise - KKAA - North Hub in Ciudad de México, Mexico
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 marketing accordingly for communications requirements and in outlet experiential requirements while improving the beverage experience, as well as aligning execution requirements with W@POS 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:
Leadership; Sales Process; Account Management; Customer Relationship Management (CRM); Sales Management; Marketing; Sales; Pitch Presentations; Consultative Sales Management; Communication; National Account Sales; Decision Making; Business Development; Negotiation
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.