Director, Route To Market

About the role

As Director, Route To Market you will lead the design and execution of multi‑year strategies that expand top‑line growth, improve margin structure and strengthen Coca‑Cola’s distribution capabilities. You will work closely with bottlers, global commercial teams and category leaders to translate Value to Market (VTM) and Road to Market (RTM) insights into actionable plans that increase availability, optimise cost‑to‑serve and support premium‑segment growth.

Key responsibilities

• Develop and implement multi‑year Route to Market and Value to Market plans aligned with growth and profitability targets.
• Leverage VTM insights to optimise portfolio mix, innovation rollout and equipment utilisation such as vending.
• Apply the RTM framework (Sense, Shape, Service) to improve distribution coverage, salesforce efficiency and cost‑to‑serve.
• Design online and offline VTM approaches that balance channel economics, customer margins and fulfillment costs.
• Create alternative commercial models to drive brand availability and scale emerging premium brands.
• Act as the system subject‑matter expert on RTM/VTM and Revenue Growth Management, influencing global and local stakeholders.
• Partner with category strategy leaders on SKU optimisation and outlet expansion.
• Lead deployment and adoption of VTM tools and processes across bottler operations.
• Strengthen the RED (Right Execution Daily) process and promote iRED for outlet prioritisation.

Required profile

• Proven senior leadership experience in route‑to‑market, distribution or commercial strategy within a consumer‑goods environment.
• Strong analytical mindset with ability to translate data‑driven insights into commercial actions.
• Demonstrated ability to collaborate with cross‑functional and cross‑geographic teams, including bottlers and global commercial units.
• Track record of delivering margin‑enhancing initiatives and scaling premium‑segment brands.

Required skills