Director, On Premise Channel Strategy & Meals O2O

Job Summary: The On-Premise Director within the Commercial W@POS function is tasked with driving basket incidence and developing integrated PICOS across six on-premise channel groups by leveraging shopper insights and channel strategies. This strategic role involves leading on-premise channel end-to-end commerce, aligning shopper marketing resources with channel plans in partnership with the marketing team, and collaborating on OBPPC strategies alongside the RGM team. Additionally, the role encompasses RTM processes and delivering customer solutions. A vital part of this position is to ensure 360-degree IA alignment and the execution of on-premise channel strategies in collaboration with Franchise and Bottling Group SCCL, CBL, and ZH. Leading three team members, this role will closely work with the channel strategy, Cold Drink development, and Execution Excellence teams to drive end-to-end channel planning.

• Accelerate Integrated Circuit (IC) channel growth, focusing on emerging opportunities.
• Restructure IC channels into six groups: Eating & Drinking (E&D), Education (EDU), Workplace (AT WORK), Tourism, Entertainment, and Fitness.
• Foster E&D growth to fuel new system growth engines.
• Maintain transaction growth momentum in At Work and EDU channels.
• Initiate integrated plans for emerging channels like Tourism, Fitness, and Entertainment.

• Establish E&D channel roles across five key categories.
• Drive E&D basket incidence through shopper marketing resource integration.
• Develop toolkits for E&D sub-channel PICOS.
• Enhance E&D incidence through O2O and Combo development.
• Collaborate with RGM and RTM for developing segmented OBPPC strategies and future RTM strategies for E&D.
• Facilitate E&D chain customer development and conversion.

• Formulate and execute on-premise channel PACE strategies to boost market growth.
• Analyze hotspot effectiveness and create activation and POSM tools for enhanced market presence and consumer engagement.
• Partner with Shopper X to enhance occasion-based communication.

• Collaborate with the marketing team to develop the on-premise channel IWP execution plan.
• Design channel plans to support Category IWP execution and boost transactions.
• Develop toolkits for IWP execution at hotspots.
• Utilize marketing ATL resources like Key Opinion Leaders (KOL) to connect with customers and drive incidence.

• Oversee System Joint Business Plans (JBP) with Meituan/ELM for Meal O2O annual contracts.
• Lead the planning and resource allocation for Meal O2O and Online Combo activations.
• Build system capabilities and develop tools for O2O and Online Combo initiatives.

• Guide System JBP with FYZS and YOUBAO for vending business development.
• Execute vending activation plans with top customers.
• Utilize insights from vending to collaborate with the marketing team for driving recruitment in emerging categories.

• Bachelor's degree or above in business, marketing or a related field.
• Minimum of 10 years of experience in commercial management within the Consumer Packaged Goods (CPG) industry and prefer Beer Industry experience
• Proven expertise in channel development experience in IC channel like At work/Tourism
• Strong understanding of shopper insights, channel strategies, and VTM processes.
• Experience in mean O2O capability or Vending development
• Demonstrated ability to synchronize ATL and BTL marketing resources.
• Excellent analytical, strategic planning, and project management skills.
• Ability to work collaboratively with cross-functional teams and stakeholders.
• Strong leadership and effective communication skills.
• English Proficiency.