Senior Director, C&CL - Reliance

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Job Description Summary:

As Senior Director, C&CL (Customer & Commercial Leadership) – Reliance, you will lead and execute integrated, consumer-centric strategies for the Reliance customer group (B2C and B2B2C) to deliver sustainable revenue and margin growth. You’ll own key customer relationships, elevate shopper experiences at the point of purchase, and guide a high-performing team to build world-class, value-based partnerships.

Key Responsibilities

Strategic Leadership

• Design and deploy occasion-driven activation and portfolio strategies tailored to Reliance’s business models, ensuring customer-back planning across all touchpoints.

• Shape long-range and annual business plans for Reliance, aligning with Coca-Cola’s growth agenda.

• Integrate advanced analytics and RGM (Revenue Growth Management) principles into category planning, negotiations, and in-store execution.

Customer Engagement & Partnership

• Be the primary steward of the Reliance relationship, influencing senior stakeholders and securing investments to bring strategies to life.

• Co-develop business plans and activation calendars with bottlers, ensuring alignment on brand priorities, SKUs, pricing mechanics, and innovation pipelines.

• Champion the “voice of the customer” in program design to maximize in-store relevance and execution.

Operational Excellence

• Own all Terms of Trade (TOT) negotiations, price tracking, agreement compliance, and fill-rate metrics.

• Define shopper-relevant category bundles and promotional mechanics, briefing marketing for communication needs and experiential activations.

• Drive clarity on revenue pools, shopper targets, assortment optimization, and bold OBBPC approaches to strengthen competitive advantage.

Team Leadership

• Lead and develop two direct reports: Reliance B2C POC and Reliance B2B2C (O2O).

• Foster a culture of collaboration, accountability, and continuous improvement.

Scope & Impact

• Geography: India

• Reporting: 3 associates

Qualifications & Experience

• 14+ years’ leadership experience in customer development, commercial strategy, or operational marketing.

• Proven success in influencing and negotiating with large institutional buyers.

• Strong planning, analytical, and collaboration skills with the ability to translate strategy into flawless execution.

• Deep understanding of customer and shopper behaviour within modern trade or organised retail environments.

• Desirable: Experience working with or within bottler organisations.

Key Competencies

• Exceptional influencing and stakeholder management skills.

• Strategic thinking with a hands-on execution mindset.

• Commercial and brand management expertise.

• Excellent verbal and written communication for both internal (marketing, channel leads, bottlers) and external (customers, agencies) audiences.

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Our Purpose and Growth Culture:

We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.