Country Lead: Route-To-Market (RTM)

Coca-Cola Beverages Africa

Coca-Cola Beverages Africa is the largest African Coca-Cola bottler, accounting for 40% of all Coca-Cola volumes on the continent.  CCBA is a market leader in the NARTD non-alcoholic ready to drink market in Africa. CCBA has an extensive footprint in Africa, employing approximately 14 000 employees in Africa, with over 2000 employees in Kenya. 

Sector
Business
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https://www.ccbagroup.com/

Country Lead: Route-To-Market (RTM)

Key Purpose:

The Country Lead: Route-To-Market (RTM) is responsible for designing, implementing, and optimizing the organization’s route-to-market strategies across all regions and channels. This role ensures efficient, cost-effective product distribution and execution in traditional trade, modern trade, horeca, and direct-to-consumer channels to maximize market penetration, product availability, and distribution management.

Key Duties & Responsibilities    
Key Outputs and Accountabilities include, but not limited to:

  • Effective RTM Execution : Ensure the RTM model is aligned with the Annual Business Plan (ABP) and optimally executed across regions and lead initiatives that drive operational efficiency, customer satisfaction, and revenue growth
  • Optimised RTM footprint : Develop and implement the right RTM footprint to maximize market penetration (pervasive distribution) and elimination of white spaces, with clearly defined roles for all RTM partners (distributors,  wholesalers, stockists)
  • Optimized Sales Models : Define and implement the optimised Customer Service Package to the retail base balancing maximised reach, improved sales productivity and reduced cost-to-serve.
  • Enhanced Customer Segmentation : Conduct regular assessments of customer needs, align channel and product launches with market demand, and benchmark RTM models against industry standards and adjust the approach to maximize business potential
  • Operational Excellence in Sales Execution : Develop standard operating procedures for sales execution, ensuring consistent customer management and execution across regions
  • Sales Productivity and Performance Excellence : Improve sales force productivity through SFA and RTM scorecards, driving performance by identifying in-trade gaps and opportunities for improvement
  • Partnership and Stakeholder Management : Build and maintain strong relationships with indirect partners and cross-functional teams to ensure aligned objectives and successful RTM outcomes

Skills, Experience & Education    
Qualifications and Experience:

Education

  • Bachelor's degree in Business Administration or Sales or related field
  • Postgraduate qualification would be advantageous

Experience

  • 8-12 years of experience in field sales
  • Understanding of National RTM/Distribution Management, Sales Management in the FMCG or dairy sector
  • Strong understanding of end-to-end customer processes (Logistics, Finance, Sales) and the operational implications of distribution models in emerging and developed markets.
  • Proven ability to initiate new processes and improvements, delivering results within set timeframes
  • Experience in forming effective working partnerships within and across functions to drive aligned goals

Skills

  • Ability to understand customer needs and ensure RTM execution meets or exceeds expectations
  • Ability to create a compelling RTM vision, breaking it down into actionable, manageable plans
  • Strong knowledge of financial and business modeling, including understanding cost drivers and profitability analysis
  • Excellent skills in managing relationships with indirect partners, third parties, and cross-functional teams
  • Strong analytical and project management skills to ensure RTM initiatives are delivered on time and aligned with business objectives
  • Ability to implement and improve sales force effectiveness metrics and reward systems to drive sales productivity
  • Familiarity with the latest RTM technologies, tools, and systems to ensure cutting-edge operational practices

Method of application

If you are interested and qualified, kindly submit your application via the link provided below,

https://ccba.erecruit.co/candidateapp/Jobs/View/CCB260421-2?utm_source=Jobinkenya

Deadline 2026/04/28

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