Director of Route To Market

About the role

The Director, Route To Market will shape strategic frameworks and deploy capabilities that transform how Coca‑Cola connects with channels and consumers in Ghana. This senior position drives system growth by leveraging Value to Market (VTM) and Route to Market (RTM) strategies to optimise cost‑to‑serve, strengthen distribution platforms and support portfolio premiumisation.

Key responsibilities

• Implement multi‑year RTM and VTM plans to expand top‑line growth, improve margin structure and evolve system capabilities.
• Target portfolio optimisation and innovation using VTM insights, integrating equipment utilisation such as vending.
• Accelerate execution through RTM frameworks (Sense, Shape, Service) to optimise distribution coverage, equipment placement, salesforce efficiency and cost‑to‑serve.
• Design online and offline VTM approaches aligning channel economics, customer margin expectations and fulfillment costs.
• Create alternative commercial models to drive brand availability and scale emerging premium segments.
• Act as 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 within bottler operations.

Required profile

• Executive‑level experience (minimum 10 years) in sales, distribution or route‑to‑market functions.
• Proven ability to develop and execute commercial strategies that unlock availability and margin growth.
• Strong analytical mindset with deep system knowledge and experience working with bottlers and global teams.
• Demonstrated capability to bring structure to complex commercial environments.

Required skills

What we offer

• Opportunity to influence Coca‑Cola’s market strategy across Ghana.
• Leadership role with significant impact on growth and profitability.
• Collaboration with global and local stakeholders in a leading consumer‑goods company.