Senior Director, Route-to-Market (RTM) - Vietnam

Reports to: Senior Director, Channel and Franchise Excellence - Vietnam (Vietnam based)

Location: Ho Chi Minh, Vietnam

Focus, Scope, & Impact:

• Identify and classify all potentials based on macro-economic factors and population by Metro/Urban/Semi urban/Rural and deep rural in horizontal extension and vertical extension for Vietnam
• This individual contributor role is responsible for proposing, developing, and implementing with partners alternative RTM models with standard Trade Service policy, to deliver high service level, cost -effective, generating top line increase, high product availability in the market and outstanding customer service level based on potential of each area.
• Adapt the Standard Time and Motion and Customer Service definition processes from the best practice to the reality of the country. Run the Time and Motion survey periodically or when the market suffers sudden changes to keep an updated reality of our time spent at the outlets by segmentation and channel (including KA).
• Development of alternative 'Value to Market' solutions with Trade service policy to maximize availability of KO brands as well as optimizing the revenue growth from existing brands portfolio (i.e. Stills NARTD categories) or new TCCC brands targeted for scale such as Costa or new categories such as ARTD etc.
• Key node in a network of SMEs on RGM and RTM/VTM concepts; represent the VTM function in OU multi-functional teams
• Support global category leaders as they develop brand/category strategies targeting SKU optimization and outlet availability expansion
• The role is laid out as an end-to-end system capability and will be collaboratively deployed with Global C&CL as well as our bottlers. It is likely to be customized for market context (developed, developing, emerging) and bottler capability needs
• Design and Integrate the VTM & eRTM process through seamless tracking and reporting framework. Influence bottlers to improve the reporting processes and use digital capability for easy access & actionability
• Monitor compliance to the defined Preseller Journey Plan using data from SFA/PACE (Sales Force Automation) databases to trigger corrective actions when needed.
• Strong data analytics and project management skills to support RTM Distributor, Wholesaler and eB2B strategy assessment, planning and implementation process in line with overall aligned RTM ambition
• Keep updated the Outlet Database with accurate GPS and Leverage Advanced Analytics to generate insights on how to identify and leverage distribution growth opportunities, increase sales force effectiveness, improve customer satisfaction levels, and drive a proper and productive route Planning
• Knowledge of Advanced Analytics tools and solutions to develop and implement Route Planning optimization run periodically to optimize routes as market changes ensuring route productivity and resource efficiency and RTM scorecard tracking dashboards with aligned and agreed key Commercial RTM metrics to monitor performance by channel (Tracks and monitors distributors' P&L, Days of Inventory, Warehouse Size, On Time in Full Deliveries, active WS, Cost to Serve etc... )
• Co-lead with other functions of bottler as Trade marketing, cool drink equipment department, logistic of Supply chain, capability department to develop/ implement/ monitor ordering routine/ Minimum size of order by each layer of channel/PICOS/Core 4-5 by channel by segmentation.
• Collaboration with key stakeholders across KO system to ensure effective execution of aligned RTM strategy across the network through change management processes and resource allocation.

• 10+ years of leadership experience in Commercial planning and commercial execution with strong skills in RTM, Segmentation, RGM, Innovation and good knowledge of Digital solutions
• Proven system understanding incl RTM and Customer knowledge, incl deep understanding of the complexities of the System including bottler economics and system leverages, processes and tools in order to optimize solutions with our customers across channels
• Understanding operation of bottler supply chain, especially warehouse and logistic (optimization on delivery from depot/plant to distributor/KA customer and direct WS).
• Understand Finance metrics (Cost to serve metrics and setup distributor P&L)
• Deep understanding of sales force standard operating routines, processes and metrics
• Solid analytical and conceptual skills and ability to think from planning to execution and solid system commercial and brand management
• Solid Data Interpretation skills - ability to understand complex data and ability to explain to Customers, Bottlers, etc. in a way that is meaningful to their business needs
• Desirable to have candidates with Bottler experience

• This role aims to rethink our current RTM models, which mainly focus on scale to also bring a new level of capability focused on flexibility and agility to serve the new customer of the digital age
• This role requires proven RTM understanding and a very solid system experience and perspective as well as highly developed strategic thinking and business analytics skills, combined with the ability to make complex business concepts understandable and compelling
• This role must develop compelling business cases for new RTM models to secure bottlers investments in the new capabilities, to achieve our category growth ambition
• Ability to drive cross-functional support and cross-system alignment, not least leading and smoothly running alignment and collaboration to ensure that OU RTM strategies are fully owned by GMs and the system across the OU
• Solid understanding of System business fundamentals and drivers of growth/value across a broad range of markets and business dimensions, advanced commercial finance skills
• To be successful the RTM role(s) need strong communication and collaboration skills as well as highly developed project management, business development and negotiation skills with experience from driving complex cross-functional, cross-system projects involving multiple internal and external stakeholders

• Communicate with internal stakeholders and key Bottling partners
• Internal: Communication of market- and specific business opportunities by new RTM solutions and priorities and plans to the OU leadership team and other Senior Management
• System: Communication and alignment of key RTM initiatives and reason why as well as implications with Bottler senior leaders
• External: Partner with external companies and vendors under an open-source approach to create and evolve RTM. The role will need to communicate with Third-Party Distributors/other FMCG companies that should be in constant communication to get their inputs of the development of the actual and future RTM strategies to assure correct fit of our solutions to their realities.