The Coca-Cola Company, which is headquartered in Atlanta, Georgia, is an American multinational beverage corporation, and manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups.

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Country Lead: Route-To-Market (RTM)

Job Type

Full Time

Qualification

BA/BSc/HND , MBA/MSc/MA

Experience

8 - 12 years

Location

Nairobi

Job Field

Sales / Marketing / Retail / Business Development

Key Purpose:

The Country Lead: Route-To-Market (RTM) is responsible for designing, implementing, and optimizing the organization’s route-to-market strategies across all regions and channels. This role ensures efficient, cost-effective product distribution and execution in traditional trade, modern trade, horeca, and direct-to-consumer channels to maximize market penetration, product availability, and distribution management.

Key Duties & Responsibilities

Key Outputs and Accountabilities include, but not limited to:

Effective RTM Execution : Ensure the RTM model is aligned with the Annual Business Plan (ABP) and optimally executed across regions and lead initiatives that drive operational efficiency, customer satisfaction, and revenue growth

Optimised RTM footprint : Develop and implement the right RTM footprint to maximize market penetration (pervasive distribution) and elimination of white spaces, with clearly defined roles for all RTM partners (distributors, wholesalers, stockists)

Optimized Sales Models : Define and implement the optimised Customer Service Package to the retail base balancing maximised reach, improved sales productivity and reduced cost-to-serve.

Enhanced Customer Segmentation : Conduct regular assessments of customer needs, align channel and product launches with market demand, and benchmark RTM models against industry standards and adjust the approach to maximize business potential

Operational Excellence in Sales Execution : Develop standard operating procedures for sales execution, ensuring consistent customer management and execution across regions

Sales Productivity and Performance Excellence : Improve sales force productivity through SFA and RTM scorecards, driving performance by identifying in-trade gaps and opportunities for improvement

Partnership and Stakeholder Management : Build and maintain strong relationships with indirect partners and cross-functional teams to ensure aligned objectives and successful RTM outcomes

Skills, Experience & Education

Qualifications and Experience:

Education

Bachelor's degree in Business Administration or Sales or related field

Postgraduate qualification would be advantageous

Experience

8-12 years of experience in field sales

Understanding of National RTM/Distribution Management, Sales Management in the FMCG or dairy sector

Strong understanding of end-to-end customer processes (Logistics, Finance, Sales) and the operational implications of distribution models in emerging and developed markets.

Proven ability to initiate new processes and improvements, delivering results within set timeframes

Experience in forming effective working partnerships within and across functions to drive aligned goals

Skills

Ability to understand customer needs and ensure RTM execution meets or exceeds expectations

Ability to create a compelling RTM vision, breaking it down into actionable, manageable plans

Strong knowledge of financial and business modeling, including understanding cost drivers and profitability analysis

Excellent skills in managing relationships with indirect partners, third parties, and cross-functional teams

Strong analytical and project management skills to ensure RTM initiatives are delivered on time and aligned with business objectives

Ability to implement and improve sales force effectiveness metrics and reward systems to drive sales productivity

Familiarity with the latest RTM technologies, tools, and systems to ensure cutting-edge operational practices

• Ensure the RTM model is aligned with the Annual Business Plan (ABP) and optimally executed across regions and lead initiatives that drive operational efficiency, customer satisfaction, and revenue growth
• Develop and implement the right RTM footprint to maximize market penetration (pervasive distribution) and elimination of white spaces, with clearly defined roles for all RTM partners (distributors, wholesalers, stockists)
• Define and implement the optimised Customer Service Package to the retail base balancing maximised reach, improved sales productivity and reduced cost-to-serve.
• Conduct regular assessments of customer needs, align channel and product launches with market demand, and benchmark RTM models against industry standards and adjust the approach to maximize business potential
• Develop standard operating procedures for sales execution, ensuring consistent customer management and execution across regions
• Improve sales force productivity through SFA and RTM scorecards, driving performance by identifying in-trade gaps and opportunities for improvement
• Build and maintain strong relationships with indirect partners and cross-functional teams to ensure aligned objectives and successful RTM outcomes

• Ability to understand customer needs and ensure RTM execution meets or exceeds expectations
• Ability to create a compelling RTM vision, breaking it down into actionable, manageable plans
• Strong knowledge of financial and business modeling, including understanding cost drivers and profitability analysis
• Excellent skills in managing relationships with indirect partners, third parties, and cross-functional teams
• Strong analytical and project management skills to ensure RTM initiatives are delivered on time and aligned with business objectives
• Ability to implement and improve sales force effectiveness metrics and reward systems to drive sales productivity
• Familiarity with the latest RTM technologies, tools, and systems to ensure cutting-edge operational practices

• Bachelor's degree in Business Administration or Sales or related field
• Postgraduate qualification would be advantageous
• 8-12 years of experience in field sales
• Understanding of National RTM/Distribution Management, Sales Management in the FMCG or dairy sector
• Strong understanding of end-to-end customer processes (Logistics, Finance, Sales) and the operational implications of distribution models in emerging and developed markets.
• Proven ability to initiate new processes and improvements, delivering results within set timeframes
• Experience in forming effective working partnerships within and across functions to drive aligned goals