Director, Customer Development - Base & Balanced Markets

Reports to: VP Franchise Operations, Base & Balanced Markets

Location: Ho Chi Minh City, Vietnam

Position Overview

The Customer Development Lead for the Channel is responsible for driving profitable volume, revenue, and market share growth across key customers spanning multiple formats. This individual contributor role leads category captaincy, shapes joint growth agendas with customers, and translates long-range strategy into integrated annual consumer, shopper, commercial execution end to end plans along with the bottlers.

This role is critical in ensuring superior execution, disciplined RGM, and consistent delivery of KO's growth ambition - volume, revenue, profitable share growth in region.

• Own end-to-end performance of the Super/Hyper channel, with accountability for volume, revenue, share, and profitability.

• Lead category captaincy with key retailers, shaping category vision, growth strategies, and shelf execution across formats.

• Build strong senior-level customer relationships and position KO as a trusted strategic partner, not just a supplier.

• Develop long-range (3-5 year) and annual joint business plans (JBP) with customers, aligned to channel, category, and company growth priorities.

• Translate strategy into integrated annual marketing and commercial calendars, ensuring flawless execution across promotions, activations, innovations, and in-store programs.

• Drive execution excellence at store level through clear priorities, strong coordination with bottlers, and disciplined follow-through.

• Lead RGM agenda for the channel, ensuring the right pack-price-promotion architecture by customer and format.

• Own promotion analytics, including frequency, depth, ROI, and post-event evaluation to maximize value creation.

• Conduct competitive benchmarking on pricing, promotions, assortment, and shelf execution to inform strategy and decisions.

• Drive margin-accretive growth while protecting competitiveness and shopper relevance.

• Partner closely with Marketing, RGM, Finance, Supply Chain, Bottlers, and System Partners to ensure alignment from planning to execution.

• Act as the integrator across functions, reducing handoffs and enabling faster, better decisions.

• Track and manage performance through clear KPIs, dashboards, and routines, using insights to course-correct and optimize plans.

• Embed best practices in customer development, category management, and execution to continuously raise the bar.

• Build capability within the team and broader system to deliver consistent, scalable results.

• Delivery of volume, revenue, share, and profitability targets for the channel

• Strength and impact of category captaincy with key retailers

• Quality and execution of JBPs and integrated annual plans

• Effectiveness of RGM levers (promo ROI, price realization, pack mix)

• In-store execution quality and customer satisfaction

• At least 8 years of leadership experience in customer leadership, Commercial planning and execution with strong skills in Commercial- and customer Strategy, RGM, Segmentation and Portfolio strategy

• Proven Strategic and Analytical Skills as well as outstanding influencing skills.

• Ability to think from planning to execution and solid system financial understanding.

• Desirable to have bottler experience.

• STRATEGY DEVELOPMENT: Develop customer strategy to deliver Thailand priorities and topline volume, revenue targets. Build a system engagement approach with key customers, securing alignment on contact strategy, aligning stakeholder connects with system leadership.

• CUSTOMER COLLABORATION: Create joint business plan with customers to be the preferred partner for the customer and drive KO growth agenda.

• NEGOTIATION & INFLUENCING: Negotiation for new launches, space allocation along with the bottlers and customers. Prepare business cases (growth opportunities) /scenario plans (value extraction mitigation) to facilitate effective decision making.

• INFLUENCING THE SYSTEM: Prepare strategy and negotiation direction for the system.

• FINANCIAL MANAGEMENT: Volume ,NSR, Transaction, System profit, NARTD share growth.