Leads development of a multi-year channel strategy based on strategic shopper & category insights. Responsible for defining role, business ambition, and how we will win in the channel. Creates multi-year growth strategies and prioritizes commercial big bets to drive the growth. Determines key metrics and multi-year objectives.
Responsible for partnering with Innovation , Cat Comm, and NRS Club teams to develop segmented, multi-year innovation strategy, corridors, and pipeline for the channel. Identifies and stewards opportunities to optimize route to market and investment choices in support of Innovation Strategy.
Leads the development of annual and monthly channel Picture of Success. Determines priority points of contact in the outlet and prioritizes brands, packages, and occasion based solutions for each point of contact. Develops annual activation calendar by point of contact.
Owns all commercial and Ready to Sell routines for the Club channel. Responsible for partnering with Cat Comm and Shopper Marketing to communicate channel priorities and solutions to NRS and bottler partners.
Primary Responsibilities
Development of channel strategy & plan to drive revenue growth including annual operations plan for execution with NRS and franchise leadership:
Responsible for the development of channel strategies that tie to a 3 yr. commercial plan and achieve company revenue, volume and profit goals
Leads the strategic thinking derived from situation and opportunity assessment to develop competitive annual commercial plans for Club channel
Leads brand and event prioritization and establishes activation sequencing for highest leverage opportunities
Defines the annual and monthly Picture of Success standards & guidance aligned to channel goals and key initiatives
Interfaces closely with Category Commercial teams to ensure translation of brand strategies into channel-relevant commercial plans
Partners with Shopper Marketing to build and strengthen retail solutions for the Club channel
Prioritizes primary channel research initiatives to be submitted to Knowledge & Insights (K&I) group
Identifies, stewards, and tracks annual national execution priorities for Club channel
Lead development and maintenance of multi-year innovation strategy for the Club Channel
Leverage shopper & customer insights to define and prioritize potential innovation corridors in partnership with NRS teams
Work with Cat Comm team and Innovation team to assess and validate innovation corridors
Host quarterly Club Innovation summits to identify potential pipeline additions for each corridor
Create and commercialize customer-facing Club channel innovation strategy story
Responsible for collaboration with NRS and Franchise partners to steward channel initiatives with key customer and bottling partners
Stewards channel big bets (initiatives, innovations, occasion solutions) with NRS and Franchise partners to increase sell-in;
Leads deployment of key routines such as Ready to Sell & Bi-Weekly Commercial routines with NRS community to communicate priorities and inspire teams to drive differentiated retail activation
Monitors & stewards performance tracking of channel priorities
Directs adjustments to performance gaps
Development and implementation of channel initiatives to drive category and shopper value and importantly, System revenue, volume and profit growth
Create and develop insight-driven channel initiatives that provide thought leadership to customer & franchise teams that and provide a differentiated competitive advantage and support the achievement of annual Company / channel goals
Build tools to support capability and sell-in of initiatives such as selling stories, solutions and resource guides
Position Qualifications
Education
Minimum Required: Bachelor’s degree
Preferred Level: Masters degree in business or other graduate degree
Experience
Minimum Required:
8-10 yrs. experience, preferably in the consumer packaged goods / beverages industry
Developing insights-based strategies and translating them into executable commercial plans & tactics
People leadership – specifically, experience influencing key stakeholders across the System including brand, NRS, and bottlers
Monitoring and stewarding performance results and implementing changes to achieve plan
Preferred Level:
10-12 yrs. experience, preferably in the consumer goods/beverages industry
Strategic brand management/channel strategy/category strategy experience
Experience calling on/strong interface with Customers and/or Bottlers
Specialized Technical Skills
Minimum Required:
Strong knowledge of Channels & trends
Shopper/Retail/Industry Insights mining & translation into actions
Proactive opportunity identification and thought leadership
Ability to synthesize needs of multiple key stakeholders
Planning experience; strategic and tactical thinking (forward-looking vision, anticipation of future needs, understanding operational levers)
Strong communicator and strong presentation skills
Preferred Level:
Familiar with the use of “Collaborating for Value” & Collaborative Business Planning process
Experience building and implementing strategies and commercialization plans for key retail channels
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