Senior Manager, Commercial Execution Value-to-Market (VTM) - Thailand

Reports to: Vice President, Franchise Growth - Thailand (Bangkok, Thailand based)

Location: Bangkok, Thailand

Position Overview

This individual contributor role leads the development and execution of value-to-market (VTM) and commercial excellence strategies across Thailand bottling system partners to drive topline growth, system margin expansion, and execution capability of existing and new portfolio. Own optimization of Route-to-Market (RTM) models (Direct DSD, Distributors, Indirect/Wholesale) ,customer-outlet segmentation to build distribution width, depth, and overall availability and doubling down on chilled expansion opportunities through company owned / dealer owned equipment. Enable delivery through creating long range and annual plans in conjunction with the bottler, leveraging digital tools and analytics for superior execution, performance tracking, and capability building.

Key Responsibilities

• Define and deploy VTM, segmentation, and commercial excellence frameworks aligned to regional growth priorities.
• Assess market performance and distribution health, identifying gaps and opportunities to optimize brand and pack availability, execution quality.
• Design and execute multi-year commercial programs, partnering with bottlers, frontline teams, and cross-functional stakeholders.
• Lead execution governance and performance tracking, including outlet availability expansion through wholesale programs /direct distributor/, chilled availability (Cold Drinks Equipment (CDE)), Right Execution Daily (RED) execution, Execution cup performance tracking, commercial KPI scorecards with regular review rhythms along with the bottling partners.
• Drive RTM optimization and investment effectiveness, influencing bottler decisions to strengthen frontline capability and commercial outcomes.
• Accelerate adoption of digital tools and analytics to enhance segmentation, field execution, value share, and decision quality.
• Build system capability at scale, creating toolkits and best-practice networks to transfer learnings across developed, developing, and emerging markets.
• Ensure strong alignment and communication across stakeholders on priorities, targets, methodologies, and execution progress.

• At least 6+ years of experience in commercial strategy, RTM, execution, and channel development, including exposure to RGM, segmentation, innovation, and portfolio management.
• Demonstrated ability in strategic planning, analytics, and large-scale program execution.
• Strong influencing, communication, and stakeholder management skills in complex, cross-system environments.
• Desirable: Bottler experience and strong commercial finance capability.

• Strong expertise in commercial strategy, RTM models, and value creation drivers across diverse markets.
• Analytical and structured thinking, translating complexity into clear, executable plans.
• Digital and data fluency to enable insight-led execution and performance management.
• Effective project and change leadership across multi-functional, multi-market settings.
• Proven ability to build alignment, elevate capability, and deliver sustained commercial impact.