Director, Route To Market

strategies that optimize cost-to-serve, strengthen distribution platforms, and embed scalable solutions for portfolio premiumization and margin expansion. Through advanced analytics, deep system knowledge, and strong collaboration with bottlers and global teams, you will deliver customer-centric execution models that create step-change results for our business and partners.

If you thrive in bringing structure to complexity and delivering commercial strategies that unlock availability, innovation, and sustainable value, this position offers an exciting path to impact.

What You'll Do for Us

• Implement multi-year Route to Market and Value to Market plans designed to expand top-line growth, improve margin structure, and evolve system capabilities for long-term competitiveness.
• Target portfolio optimization and innovation using VTM insights, leveraging Coca-Cola's hot and cold portfolio to build profitable strategies; integrate equipment utilization priorities such as vending to maximize channel impact.
• Accelerate execution by applying RTM frameworks-

-to optimize levers including distribution coverage, equipment placement, salesforce efficiency, and cost-to-serve performance.

• Design online and offline VTM approaches that align channel economics, customer margin expectations, and fulfillment costs to deliver targeted solutions.
• Create alternative commercial models that drive brand availability and support emerging brand scale-up, including premium segments such as Costa.
• Serve as a system subject-matter expert on RTM/VTM and Revenue Growth Management, helping shape capability frameworks and influencing prioritization across global and local stakeholders.
• Partner with category strategy leaders on SKU optimization and outlet expansion to amplify presence where it matters most.
• Lead deployment and system adoption of VTM tools and processes, ensuring integration into bottler operations and scalability across contexts.
• Design and strengthen the

process integrated with Segmented Execution; influence bottlers to improve standards, use insights, and deploy iRED for outlet prioritization and category growth.

• Champion collaborative engagement with bottlers, global Commercial & Customer Leadership teams, and Operating Unit leaders to embed aligned practices across diverse marketplaces.

• Bachelor's degree in Business Administration, Marketing, or related field; advanced studies are desirable.
• 10+ years of progressive leadership experience in commercial planning and execution, with deep expertise in RTM/VTM methodologies, innovation planning, and channel strategy.
• Proven system knowledge including bottler economics, commercial levers, and tools for balancing profitability and customer engagement.
• Demonstrated ability to work across a complex Coca-Cola system and influence decision-making through data-driven approaches.
• Solid analytical and conceptual skills, with experience translating insights into scalable strategies and execution models.
• Advanced competency in data interpretation, transforming complex datasets into actionable commercial solutions for internal and external stakeholders.
• Thought leadership and innovation mindset, generating new approaches to optimize coverage, enhance consumer access, and drive growth sustainably.
• Excellent communication and relationship-building skills to orchestrate alignment with bottlers and cross-functional teams; bottler experience is highly valued.
• Digital fluency and strong understanding of tools that enhance segmentation, targeting, and execution analytics.