The Route to Market (RTM) Director is responsible for the design, evolution, and performance of Route to Market strategies primarily for HORECA, and Local Market channels across the NAOU system, enabling sustainable topline growth while improving the productivity and effectiveness of commercial and distribution resources.
This role partners closely with NAOU bottlers and cross-functional stakeholders to develop fit-for-purpose RTM models for fragmented, high-touch, and execution-intensive channels, ensuring alignment with customer needs, channel economics, and long-term system strategy.
While Mass and Retail channels are covered by other dedicated teams, this role ensures RTM coherence at the system level and contributes selectively where FSOP and HORECA overlap with large-format or national customers.
The RTM Director collaborates closely with the National Food Distributors (NFD) group and the eB2B RTM team, who provide subject-matter expertise, platforms, and execution support, to ensure an integrated and scalable Route to Market approach.
What You’ll Do For Us Key Responsibilities:
RTM Strategy Development for HORECA & Local Markets:
Lead the development and deployment of channel-specific RTM strategies for HORECA, and Local Markets, in partnership with bottlers and system stakeholders.
Lead diagnosis of RTM effectiveness, efficiency, and coverage in HORECA, and Local Market channels across NAOU.
Design and evolve fit-for-purpose RTM models tailored to fragmented trade, including:
Direct vs. indirect selling models
Distributor and sub-distributor structures
Reseller engagement and management frameworks
Service frequency, order size, and cost-to-serve optimization
Identify and prioritize channel-specific growth opportunities, including:
Reseller economics, reach expansion, productivity, and assortment execution
Specialized salesforces, service differentiation, cold-drink equipment, and outlet activation
Hybrid RTM models, community-based distribution, and flexible service solutions
Partner with bottlers to build business cases and financial simulations supporting RTM changes.
Support bottlers in implementation planning, pilots, and scaling, ensuring change management and execution discipline.
Integration with National Food Distributors & eB2B RTM:
Ensure strong alignment and integration with system-led RTM enablers, while leveraging their expertise to accelerate local FSOP and HORECA performance.
Work in close collaboration with the National Food Distributors (NFD) group, which leads national distributor strategy and execution, to:
Align national distributor frameworks to HORECA and local market channels RTM strategy
Identify opportunities to improve coverage, service, and execution through NFD partners
Measure improvement over the progress journey
Partner with the eB2B RTM team, which owns digital ordering platforms and capabilities, to:
Embed eB2B solutions into local FSOP and HORECA RTM strategies
Drive adoption of digital ordering, self-service, and assisted selling models
Improve order quality, frequency, and salesforce productivity through digital enablement
Act as the RTM integrator at the market level, ensuring bottlers deploy NFD and eB2B solutions effectively within local RTM designs.
Identification of New RTM Models & Best Practices (local FSOP & HORECA Focus):
Continuously identify, adapt, and scale innovative RTM models relevant to HORECA, and Local Markets.
Benchmark local FSOP and HORECA RTM models across:
Other Coca-Cola bottlers and regions
Leading CPGs and foodservice-focused companies
Investigate emerging models such as:
Hybrid DSD / distributor approaches
Assisted and digital selling for small outlets
Alternative delivery models for high-density or hard-to-serve areas
Translate best practices into pilot-ready concepts, supporting bottlers through testing, learning, and rollout.
Ensure alignment with Digital, IT, and NFD strategies to avoid duplication and maximize system leverage.
RTM Capability Building for Fragmented & Local Channels:
Build and sustain RTM capabilities specific to HORECA, and Local Markets across the NAOU system.
Define RTM competencies required for HORECA, and local RTM models.
Develop a methodology to assess capability and execution gaps across bottlers.
Support the creation and deployment of RTM curricula, tools, and playbooks focused on:
Distributor and reseller management
HORECA execution excellence
Digital and eB2B-enabled RTM
Launch targeted capability-building initiatives to close gaps.
Establish monitoring processes to track capability maturity, adoption, and impact.
Success Metrics
Net New Outlets: Sustainable growth in active local FSOP and HORECA outlets, expanding coverage in white-space and under-served areas.
Distributor Execution & VOID Closure: Reduction of distributor VOIDs.
Portfolio Penetration: Increased customer penetration of the full relevant portfolio across local FSOP and HORECA outlets.
Digital Enablement (eB2B): Increased adoption of eB2B ordering, improved order quality, and higher customer engagement.
RTM Capability Sustainability: Stronger RTM capabilities, tool adoption, and local ownership across bottlers.
What you’ll Need Role Core Competencies The successful candidate will combine deep RTM and channel expertise in fragmented trade with strong system leadership and an entrepreneurial mindset.
Comfort operating through influence rather than authority
Strong change management and stakeholder alignment skills
Ability to balance strategic design with hands‑on execution support
Sensitivity to local market dynamics and cultural differences
Functional Competencies
FSOP & HORECA channel strategy
Local market RTM design
Distributor and reseller management
Financial modeling and cost-to-serve analysis
Route planning and network optimization
eRTM and digital selling fundamentals
Business Intelligence and performance tracking
Operations and logistics fundamentals
Project and change management
Leadership Competencies
Builds strong relationships across the system
Communicates with clarity and influence
Influences without direct authority
Drives innovative business improvements
Develops and inspires others
Acts with integrity and accountability
Required Qualifications Education
Degree in Industrial Engineering, Logistics, Business Management, or equivalent
MBA preferred
Experience
7+ years of experience in Route to Market, commercial, logistics, or operations roles
Proven experience in FSOP, HORECA, distributor, or fragmented trade environments
Experience working within bottler or franchise systems strongly preferred
What We'll Do For You
Iconic Brand Experience : Join the team behind the world's most recognized brand and play a pivotal role in shaping its next chapter. Your contributions will resonate globally as you drive transformative, innovative projects.
Leadership Exposure : Engage with world‑class leaders and gain unparalleled access to a network of influential global marketing experts, providing you with insights into emerging digital platforms and cutting‑edge marketing strategies.
Continuous Learning and Development : Thrive in a culture that cherishes lifelong learning. Access resources like Coke University and LinkedIn Learning, as well as bespoke management programs that are designed to enrich your professional growth and expand your expertise.
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This role partners closely with NAOU bottlers and cross-functional stakeholders to develop fit-for-purpose RTM models for fragmented, high-touch, and execution-intensive channels, ensuring alignment with customer needs, channel economics, and long-term system strategy.
While Mass and Retail channels are covered by other dedicated teams, this role ensures RTM coherence at the system level and contributes selectively where FSOP and HORECA overlap with large-format or national customers.
The RTM Director collaborates closely with the National Food Distributors (NFD) group and the eB2B RTM team, who provide subject-matter expertise, platforms, and execution support, to ensure an integrated and scalable Route to Market approach.
What You’ll Do For Us Key Responsibilities:
RTM Strategy Development for HORECA & Local Markets:
Lead the development and deployment of channel-specific RTM strategies for HORECA, and Local Markets, in partnership with bottlers and system stakeholders.
Lead diagnosis of RTM effectiveness, efficiency, and coverage in HORECA, and Local Market channels across NAOU.
Design and evolve fit-for-purpose RTM models tailored to fragmented trade, including:
Direct vs. indirect selling models
Distributor and sub-distributor structures
Reseller engagement and management frameworks
Service frequency, order size, and cost-to-serve optimization
Identify and prioritize channel-specific growth opportunities, including:
Reseller economics, reach expansion, productivity, and assortment execution
Specialized salesforces, service differentiation, cold-drink equipment, and outlet activation
Hybrid RTM models, community-based distribution, and flexible service solutions
Partner with bottlers to build business cases and financial simulations supporting RTM changes.
Support bottlers in implementation planning, pilots, and scaling, ensuring change management and execution discipline.
Integration with National Food Distributors & eB2B RTM:
Ensure strong alignment and integration with system-led RTM enablers, while leveraging their expertise to accelerate local FSOP and HORECA performance.
Work in close collaboration with the National Food Distributors (NFD) group, which leads national distributor strategy and execution, to:
Align national distributor frameworks to HORECA and local market channels RTM strategy
Identify opportunities to improve coverage, service, and execution through NFD partners
Measure improvement over the progress journey
Partner with the eB2B RTM team, which owns digital ordering platforms and capabilities, to:
Embed eB2B solutions into local FSOP and HORECA RTM strategies
Drive adoption of digital ordering, self-service, and assisted selling models
Improve order quality, frequency, and salesforce productivity through digital enablement
Act as the RTM integrator at the market level, ensuring bottlers deploy NFD and eB2B solutions effectively within local RTM designs.
Identification of New RTM Models & Best Practices (local FSOP & HORECA Focus):
Continuously identify, adapt, and scale innovative RTM models relevant to HORECA, and Local Markets.
Benchmark local FSOP and HORECA RTM models across:
Other Coca-Cola bottlers and regions
Leading CPGs and foodservice-focused companies
Investigate emerging models such as:
Hybrid DSD / distributor approaches
Assisted and digital selling for small outlets
Alternative delivery models for high-density or hard-to-serve areas
Translate best practices into pilot-ready concepts, supporting bottlers through testing, learning, and rollout.
Ensure alignment with Digital, IT, and NFD strategies to avoid duplication and maximize system leverage.
RTM Capability Building for Fragmented & Local Channels:
Build and sustain RTM capabilities specific to HORECA, and Local Markets across the NAOU system.
Define RTM competencies required for HORECA, and local RTM models.
Develop a methodology to assess capability and execution gaps across bottlers.
Support the creation and deployment of RTM curricula, tools, and playbooks focused on:
Distributor and reseller management
HORECA execution excellence
Digital and eB2B-enabled RTM
Launch targeted capability-building initiatives to close gaps.
Establish monitoring processes to track capability maturity, adoption, and impact.
Success Metrics
Net New Outlets: Sustainable growth in active local FSOP and HORECA outlets, expanding coverage in white-space and under-served areas.
Distributor Execution & VOID Closure: Reduction of distributor VOIDs.
Portfolio Penetration: Increased customer penetration of the full relevant portfolio across local FSOP and HORECA outlets.
Digital Enablement (eB2B): Increased adoption of eB2B ordering, improved order quality, and higher customer engagement.
RTM Capability Sustainability: Stronger RTM capabilities, tool adoption, and local ownership across bottlers.
What you’ll Need Role Core Competencies The successful candidate will combine deep RTM and channel expertise in fragmented trade with strong system leadership and an entrepreneurial mindset.
Comfort operating through influence rather than authority
Strong change management and stakeholder alignment skills
Ability to balance strategic design with hands‑on execution support
Sensitivity to local market dynamics and cultural differences
Functional Competencies
FSOP & HORECA channel strategy
Local market RTM design
Distributor and reseller management
Financial modeling and cost-to-serve analysis
Route planning and network optimization
eRTM and digital selling fundamentals
Business Intelligence and performance tracking
Operations and logistics fundamentals
Project and change management
Leadership Competencies
Builds strong relationships across the system
Communicates with clarity and influence
Influences without direct authority
Drives innovative business improvements
Develops and inspires others
Acts with integrity and accountability
Required Qualifications Education
Degree in Industrial Engineering, Logistics, Business Management, or equivalent
MBA preferred
Experience
7+ years of experience in Route to Market, commercial, logistics, or operations roles
Proven experience in FSOP, HORECA, distributor, or fragmented trade environments
Experience working within bottler or franchise systems strongly preferred
What We'll Do For You
Iconic Brand Experience : Join the team behind the world's most recognized brand and play a pivotal role in shaping its next chapter. Your contributions will resonate globally as you drive transformative, innovative projects.
Leadership Exposure : Engage with world‑class leaders and gain unparalleled access to a network of influential global marketing experts, providing you with insights into emerging digital platforms and cutting‑edge marketing strategies.
Continuous Learning and Development : Thrive in a culture that cherishes lifelong learning. Access resources like Coke University and LinkedIn Learning, as well as bespoke management programs that are designed to enrich your professional growth and expand your expertise.
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