Senior Director, Route-To-Market Transformation - ASP OU

Reports to: VP C&CL ASP OU

KEY WORKING PARAMETERS

Focus, Scope & Impact

• Lead the transformation and modernization of the Value to Market (VTM) and Route to Market (RTM) model across the ASP Operating Unit, with a focus on unlocking long-term growth and commercial advantage.
• Act as the system catalyst for innovation in VTM, through identification, piloting, and scaling of new models (e.g., eRTM platforms, advanced analytics, alternative RTM partnerships, emerging digital tools).
• Champion digital and data-driven approaches to RTM, including the design and delivery of reporting frameworks, dashboards, and decision-support tools to elevate customer and channel performance.
• Drive transformational projects that identify gaps and future-proof capabilities in collaboration with cross-functional teams, bottlers, and global partners.
• Provide expert advisory support to ASP leadership and the VTM community to ensure transformation initiatives are owned, integrated, and operationalized.

IMPACT

• Deliver measurable improvement in market reach, portfolio optimization, and margin expansion by accelerating the adoption of new VTM practices.
• Enhance system agility and responsiveness by embedding digital and technology-forward approaches in outlet targeting, segment strategies, and channel execution.
• Foster a strong experimentation culture-propose, launch, and scale pilots for breakthrough VTM approaches, capturing learnings and codifying them into repeatable playbooks.
• De-risk transformation efforts by aligning plans to organizational strategy, resource allocation, and talent development (but without direct line management accountability).
• Act as a senior project leader and influential peer for strategic system change initiatives.

SCOPE

• Individual contributor, no direct reports.
• Senior Operating Unit influencer with cross-system and cross-functional project leadership responsibilities.
• Peer to Senior Director, Value to Market - both roles collaborate on system priorities but have differentiated mandates (Transformation/Innovation vs. Core Strategy/Execution).

KEY SUCCESS PARAMETERS

Experience:

• 10+ years' leadership in RTM, VTM, or Commercial Planning; experience launching new commercial models, major change initiatives, or digital transformation in FMCG, RTM, or similar.
• Proven track record in transformation or project-based leadership (ideally both strategy design and execution).
• Advanced analytical, digital, and innovation skills; comfort with modern data tools and performance frameworks.
• Desirable: hands-on experience with bottler operations, channel development, and commercialization of new business models.

Work Focus:

• Leading complex change across the system without direct report accountability.
• High project management capability: able to navigate and influence a matrixed environment, mobilize resources, and ensure buy-in at all levels.
• Strong relationship-building skills and the ability to challenge the status quo for breakthrough outcomes.

Communication Focus:

• Communicate complex, future-oriented VTM concepts and transformation opportunities to senior leadership, cross-functional teams, and external partners.
• Actively participate in forums and working groups to champion innovation, provide insight, and drive alignment across all key stakeholder groups.

KEY KNOWLEDGE REQUIREMENTS

Mastery Of (Required):

• Value to Market Transformation
• Digital & Data Analytics
• Innovation Cycle Management
• Portfolio & Segment Strategy
• Commercial Execution in Evolving Environments

Broad Expertise In (Good to Have):

• System Economics
• Customer and Channel Management
• Commercial Finance
• Project & Change Leadership
• External Partnerships/ Ecosystem Orchestration

Annual Incentive Reference Value Percentage:30
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.

Client-provided location(s): Singapore

Job ID: cocacola-151390222

Employment Type: OTHER

Posted: 2026-03-11T23:33:30