Director, Route To Market

About the role

The Director, Route to Market will lead the design and execution of strategic frameworks that connect Coca‑Cola’s beverage portfolio with consumers and channels worldwide. This senior position focuses on accelerating system growth through Value to Market (VTM) and Road to Market (RTM) strategies that improve cost‑to‑serve, strengthen distribution platforms, and support premiumisation and margin expansion.

Key responsibilities

• Develop and implement multi‑year RTM and VTM plans to drive top‑line growth, improve margin structure, and enhance system capabilities.
• Leverage VTM insights to optimise portfolio mix, integrate equipment utilisation (e.g., vending), and create profitable channel strategies.
• Apply the RTM framework – Sense, Shape, Service – to optimise distribution coverage, equipment placement, salesforce efficiency and cost‑to‑serve.
• Design online and offline VTM approaches that align channel economics, customer margin expectations and fulfilment costs.
• Partner with category strategy leaders on SKU optimisation and outlet expansion.
• Lead the deployment of VTM tools and processes across bottler operations, ensuring scalability and adoption.
• Champion the RED (Right Execution Daily) process and iRED outlet prioritisation to drive category growth.

Required profile

• Proven experience in commercial strategy, route‑to‑market design or revenue growth management within a consumer‑goods environment.
• Strong analytical mindset with the ability to translate data into actionable commercial models.
• Excellent collaboration skills to influence global and local stakeholders, including bottlers.
• Track record of delivering measurable growth, margin improvement and system capability enhancements.

Required skills