Channel Development Manager

Job description

DESCRIPTION & REQUIREMENTS:

Position Overview:

THE CHANNEL

-Lead the definition and Implementation of Channel Strategies across the System and Community within Coca-Cola Malaysia (for all Categories & Franchise Regions) in balance with the System’s served Channels, vs. other growing channels and competitors to protect our business base and profitability.

-Builds an understanding of the channel and customer business model, needs, value drivers and expectations and assess our opportunity to connect with these for un-parallel value creation for both KO System and Channel/Customers.

-Develop Strategies and support deployment to/for:

· RTM strategy definition and deployment across the System relevant Channels and the continuous evaluation of RTM to expand relevance in the Channel in a profitable way.
·The right Occasion Brand Package Price ( OBPPC ) architecture
·Enhance execution at POS balancing SOVI/SOM,
·Create a competitive advantage though integral shopper propositions ( Shopper Marketing ).
·Develop and ensure a segmented picture of success process implementation with the bottlers
·Define the vision for CDE strategy based on segmented opportunities -Strategies deployment and execution are ensured by active involvement and use of the System metrics and tools.

-Recruit new customers and grow size and collaboration of current.  Maps customer universe, developing clusters of value, creating propositions that ensure coherency with KO’s overall strategy.

-Lead the development of non-traditional marketing programs and tools around the areas of equipment innovation, retail environments, brand set optimization and venues/events marketing in order to bring The Company's brands to life with consumers and enhance brand equity and attributes.

-Support assessment of System capabilities, knowledge, opportunity identification and execution and the designs plans to close identified gap.


KEY DUTIES AND RESPONSIBILITIES

-Develop and lead the implementation of Channel competitiveness strategy, strengthening the uniqueness of the channel, tackling the current barriers to further development and creating the capabilities required to capture opportunities from other competitors and channels.   Build the partnerships and new operational models to effectively support the Channel Continuity.

-Lead the development of Segmented execution strategies across categories to win SOM & revenue growth within NARTD; ensuring a holistic view to ensure quality leadership in all the categories where we participate. Understand and capitalize the drivers of success to align strategies according to segmented opportunities. Support FL Team in the alignment of Bottler towards the strategy.

-Lead the channel and System community to create synergies and ensure collaboration across Functions and Categories, acting as a subject matter expert for the Channel(s).    In collaboration with FL’s, ddevelops operation and strategic business plans by channel.

-Collaboratively develop with Brands and Bottlers: Brand Package Price architecture analysis, RGM strategies, new initiatives business cases and architecture changes.

-Develop Shopper Execution Strategies and innovation in POS materials & assets to ensure leadership at the point of sale.  Merge Multiple data sources to develop holistic and segmented PicoS.

-Monthly review and update of channel year and monthly activation plan with FLs and Bottler.

-Set the vision for the CDE strategy in the Channel to build the required capacity based on our portfolio expansion.


COMMUNICATION COMPLEXITIES:

Managing the balance of consulting and servicing the Franchise Leader and the Bottler, including an appropriate level of push back where needed.  Requires sensitivity to franchise issues and experienced interpersonal skills as well as presentation skills, both verbally and in writing.

Critical for the Role is its capacity to collaborate and effectively communicate with the Bottler Front Line, Mid Management and Top Management

·Internal contacts:     Region FL’s,  Region CCL Director and Senior Leadership Team,  Brand Managers, Finance Managers and  Technical Area,
·BU contacts:  BU Functional Managers for Commercial and Marketing
·Interact with C&CL Leads and Consumer Marketing Leads.   This position will eventually participate in BU charters when defined, led by the BU
·Participate in relevant Global C&CL Charters: CDE, Shopper Marketing and Emerging Shopper Technologies
·External contacts:  Bottler GM’s, Bottler Marketing and Commercial Directors, Suppliers and Customer
·Trade Associations and Commercial Chamber participation.  Influence the national agenda of the Traditional Channels, work with other FMCG companies.
ANALYSIS



Problems:

-Monthly deep analysis of the drivers for performance of the Channel (Nielsen, SOM, Pantry Check, SOVI, Coverage), Sales, RED, SFE, Financial Information (Co. and Bottler), Conjoint Analysis, Profit Seeker, Information from trade association and chambers and  Field Observation.    Ad-hoc information: Customer Value Drivers, Shopper Marketing (Occasions, behavior of the shopper and consumer).  

-Strong dependence in other areas of the organization to deliver results.  Changes averse from bottler management. Time management and programs prioritization

Processes:

-Develop and presentation of integral business cases (showing clear benefits for the system, ROI’s incremental volume, implications, etc.)

-Establish continuous routines with FL and CCL team, Bottlers and relevant support functions.  Discussion / evaluation in the Field play a critical role in driving a customer/channel focus approach.

Review Meetings with Bottlers and Senior Leadership Team:

-Monthly Meetings to review progress and Quarterly Meeting to have Continuous Planning ( 8 Quarters ahead)


JUDGEMENT AND DECISION MAKING


Despite the decision making is mainly in the FL and the Bottling side, it is expected:

·Full Accountability for the Definition and Preparation of the Strategic Planning Cycle for the Channel (Vision and Opportunities for the next xx years),  Annual Business Plan and continuous planning (8 quarters ahead)
·Influence Bottlers to prioritize Channels programs
·Influence in the franchise unit DME investment level assigned to execution programs 
·Influence regarding price changes and new packages launching
·Decisions involving high level of investments related with coolers, new packages, bottler lines, among others
INNOVATION


·Establish and Lead the community of the Channel(s). 
·Gain input and alignment from the Still / Emerging Beverages (Juices, Teas, Isotonic, Water, etc.).
·Leverage Technology to modernize the Organized Trade channel so they can be competitive with MT (Means of payments, Payment of Services, Hot Sport (Wi-Fi), Interactive Media at the POS, Mobile minutes.
·Segment the channel to provide added value to shoppers and consumers, driving channel differentiation (per shopper occasion, collaboration level, industry size, ….).

Qualifications

-Franchise Leadership Experience (at least 2 years)
-Experience on Strategy Development
-Experience on Trade and Shopper Marketing
-Experience on P&L Management

Competencies

-Builds Business & Strategy
-Influences the System
-Builds a Winning Culture
-Drive Innovative Business Improvement
-Deliver Results
-Develop and Inspires others
-Import and Exports Good Ideas

Skills

-Leadership, passion and Systemic thinking
-Build value relationship with other stakeholders. High personal influence. Collaboration with all areas
-Analytical thinking
-RTM and Shopper Marketing knowledge
-RGM and Segmented Value Proposition Execution
-Channel dynamics

-Understands the operational fundamentals of our Bottling System


RELATED EXPERIENCE REQUIREMENTS/QUALIFICATIONS:


-Minimum requirement is 5 years in a Commercial or Marketing role and at least 2 years in the System

-Ideally some Franchise Experience

Other relevant Work Experience

-Trade Marketing Manager
-Market Development Manager
-RGM Manager


EDUCATIONAL REQUIREMENT
University/Advanced degree
MBA Preferred


CULTURAL DIVERSITY

-Sensitive to the various Nationalities, cultures within the System
-Most of the job is made within the same Country. Some differences may appear between regions.

-Fluent in speaking, reading, understanding an writing both local language and English

WORKING CONDITION


-Low Risk mainly based in Malaysia, visits to low SEL territories with some risk of personal security
-Continuous market visits (30% of the time)

-Travel by air and ground across the franchises territories (xx%) time


TRAVEL REQUIREMENT
Up to 10% for attendance in BU meetings and/or capability building

At The Coca-Cola Company you can cultivate your career in a challenging and dynamic environment. We are the largest manufacturer and distributor of nonalcoholic drinks in the world-selling more than 1 billion drinks a day. Unlock your full potential with a future-focused company that is known and respected throughout the world.