Director, Route To Market (RTM)

Coca-Cola • Atlanta, GA

8d • $141,000 - $165,200

About The Position

The Route to Market (RTM) Director is responsible for the design, evolution, and performance of Route to Market strategies primarily for HORECA, and Local Market channels across the NAOU system, enabling sustainable topline growth while improving the productivity and effectiveness of commercial and distribution resources. This role partners closely with NAOU bottlers and cross-functional stakeholders to develop fit-for-purpose RTM models for fragmented, high-touch, and execution-intensive channels, ensuring alignment with customer needs, channel economics, and long-term system strategy. While Mass and Retail channels are covered by other dedicated teams, this role ensures RTM coherence at the system level and contributes selectively where FSOP and HORECA overlap with large-format or national customers. The RTM Director collaborates closely with the National Food Distributors (NFD) group and the eB2B RTM team, who provide subject-matter expertise, platforms, and execution support, to ensure an integrated and scalable Route to Market approach.

Requirements

• Degree in Industrial Engineering, Logistics, Business Management, or equivalent
• 7+ years of experience in Route to Market, commercial, logistics, or operations roles
• Proven experience in FSOP, HORECA, distributor, or fragmented trade environments
• Comfort operating through influence rather than authority
• Strong change management and stakeholder alignment skills
• Ability to balance strategic design with hands-on execution support
• Sensitivity to local market dynamics and cultural differences
• FSOP & HORECA channel strategy
• Local market RTM design
• Distributor and reseller management
• Financial modeling and cost-to-serve analysis
• Route planning and network optimization
• eRTM and digital selling fundamentals
• Business Intelligence and performance tracking
• Operations and logistics fundamentals
• Project and change management
• Builds strong relationships across the system
• Communicates with clarity and influence
• Influences without direct authority
• Drives innovative business improvements
• Develops and inspires others
• Acts with integrity and accountability

Nice To Haves

• MBA preferred
• Experience working within bottler or franchise systems strongly preferred

Responsibilities

• RTM Strategy Development for HORECA & Local Markets: Lead the development and deployment of channel-specific RTM strategies for HORECA, and Local Markets, in partnership with bottlers and system stakeholders. Core accountabilities : Lead diagnosis of RTM effectiveness, efficiency, and coverage in HORECA, and Local Market channels across NAOU. Design and evolve fit-for-purpose RTM models tailored to fragmented trade, including: - Direct vs. indirect selling models - Distributor and sub-distributor structures - Reseller engagement and management frameworks - Service frequency, order size, and cost-to-serve optimization Identify and prioritize channel-specific growth opportunities, including: - Reseller economics, reach expansion, productivity, and assortment execution - Specialized salesforces, service differentiation, cold-drink equipment, and outlet activation - Hybrid RTM models, community-based distribution, and flexible service solutions Partner with bottlers to build business cases and financial simulations supporting RTM changes. Support bottlers in implementation planning, pilots, and scaling, ensuring change management and execution discipline.
• Integration with National Food Distributors & eB2B RTM: Ensure strong alignment and integration with system-led RTM enablers, while leveraging their expertise to accelerate local FSOP and HORECA performance. Core accountabilities : Work in close collaboration with the National Food Distributors (NFD) group, which leads national distributor strategy and execution, to: - Align national distributor frameworks to HORECA and local market channels RTM strategy - dentify opportunities to improve coverage, service, and execution through NFD partners - Measure improvement over the progress journey Partner with the eB2B RTM team, which owns digital ordering platforms and capabilities, to: - Embed eB2B solutions into local FSOP and HORECA RTM strategies - Drive adoption of digital ordering, self-service, and assisted selling models - Improve order quality, frequency, and salesforce productivity through digital enablement Act as the RTM integrator at the market level, ensuring bottlers deploy NFD and eB2B solutions effectively within local RTM designs.
• Identification of New RTM Models & Best Practices (local FSOP & HORECA Focus) : Continuously identify, adapt, and scale innovative RTM models relevant to HORECA, and Local Markets. Core accountabilities : Benchmark local FSOP and HORECA RTM models across: - Other Coca-Cola bottlers and regions - Leading CPGs and foodservice-focused companies Investigate emerging models such as: - Hybrid DSD / distributor approaches - Assisted and digital selling for small outlets - Alternative delivery models for high-density or hard-to-serve areas Translate best practices into pilot-ready concepts, supporting bottlers through testing, learning, and rollout. Ensure alignment with Digital, IT, and NFD strategies to avoid duplication and maximize system leverage.
• RTM Capability Building for Fragmented & Local Channels: Build and sustain RTM capabilities specific to HORECA, and Local Markets across the NAOU system. Core accountabilities : Define RTM competencies required for HORECA, and local RTM models. Develop a methodology to assess capability and execution gaps across bottlers. Support the creation and deployment of RTM curricula, tools, and playbooks focused on: - Distributor and reseller management - HORECA execution excellence - Digital and eB2B-enabled RTM Launch targeted capability-building initiatives to close gaps. Establish monitoring processes to track capability maturity, adoption, and impact.

Benefits

• Iconic Brand Experience : Join the team behind the world's most recognized brand and play a pivotal role in shaping its next chapter. Your contributions will resonate globally as you drive transformative, innovative projects.
• Leadership Exposure : Engage with world-class leaders and gain unparalleled access to a network of influential global marketing experts, providing you with insights into emerging digital platforms and cutting-edge marketing strategies.
• Continuous Learning and Development : Thrive in a culture that cherishes lifelong learning. Access resources like Coke University and LinkedIn Learning, as well as bespoke management programs that are designed to enrich your professional growth and expand your expertise.

What This Job Offers

• Job Type: Full-time
• Career Level: Director