Senior Director, C&CL - O2O Customers

Job Summary: The objective of the role is to lead, design and implement integrated consumer-centric strategies for O2O Channel & Customers (e-B2C + e-B2B) to drive sustainable revenue and margin growth, win share and drive basket incidence. 

Key Responsibilities: Focus, Scope and Impact  

• Responsible for stewarding the relationship with key stakeholders across the customers’ and leading the team to build best in class value-based relationships 

• Bring the “voice of the customer” into our TCCC program design early to ensure we are thinking ‘customer back’ and maximizing relevance and execution at the POP/ “shop floor” 

• Partner with OU category leads on occasion-centric activation on key categories to deploy through the channel with an integrated through the line approach (including experiential marketing) 

• Be the System expert on the channel, able to reflect a consumer, shopper and customer perspective as well as a System execution capability within the channel. 

• Work as part of the network, connecting in with international & regional Customers teams as required 

• This is an OU role with 4 Direct reports across multiple customers  

Key Deliverables  

• Customer-relevant occasion and portfolio development plans 

• Long range and annual planning for the channel & customer 

• All customer TOT negotiation 

• Ownership of channel and customer metrics and analyses including price tracking, agreement compliance, fill rates + advanced analytic-based approaches to drive category planning and customer negotiation 

• Defining shopper relevant category bundles and mechanics & an impactful calendar of activation that ties in with the customers’ activation cycles and briefing marketing accordingly for communications requirements and in outlet experiential requirements + aligning execution requirements with channel leads, country operations and bottler(s). 

• Driving clarity on the channel Revenue pools/ Targeting of occasions, shopper types, bold OBBPC approaches to drive the right assortment, SKU optimization & innovation, terms and conditions and promo mechanics and –spends.  Wiring RGM 2.0 applications and implications into business plans to drive RGM/RTM linked capability with large retailers 

• To drive discoverability of the product, working with commercial & brand team on content, imagery, digital shelves, aspire for best in class execution of digital shelves as per guidelines and tracking ongoing 

• Creating audience connection and activation plans with customers to drive category relevance and penetration 

• Co-developing and aligning channel development business plan with bottlers, including brand and package portfolio priorities and activation plans. 

 
Related Work Experience: 

• 15+ years of leadership experience in customer, commercial, and operational marketing.  

• Strong planning and collaboration skills 

• Strong customer understanding from an execution perspective 

• Ability to think from planning to execution and solid system commercial and brand management 

Communication Focus: 

• Internal communication includes providing direction to marketing for communications needs for path to purchase activation. 

• External communication includes customer engagement, agency management 

• Influencing and negotiation skills are essential for these roles as they will influence taking action on their strategies as well as securing investment for those to be implemented. 

Key Knowledge Requirements 

Must Have 

• Customer Management System Planning 

• Channel / Shopper Marketing 

• System and Customer Economics 

• RGM incl. Segmentation, OBPPC 

• Customer & Bottler Negotiation 

Good to Have 

• Turning insights (consumer, shopper, customer) into strategy 

• Category management 

• Value to market 

• Project management 

• Supply chain