Director, Route To Market

About The Role

At The Coca-Cola Company, our mission is to refresh the world and deliver impactful brands and strategies that drive profitable growth. A key focus is ensuring our beverages are available, visible, and served appropriately at the right locations and times through execution excellence in Route to Market (RTM). The Director, Route to Market, plays a pivotal role in developing strategic frameworks and deploying further capabilities that transform how we connect with channels and consumers, accelerating system growth by applying Value to Market (VTM) and RTM strategies to optimize costs, strengthen distribution, and drive premium portfolio growth and margin expansion.

Key Responsibilities

• Develop and implement multi-year RTM and VTM plans aimed at increasing top-line revenue, improving margin structure, and enhancing system capabilities for sustainable competitiveness.
• Optimize portfolio and innovation strategies using VTM insights, leveraging both hot and cold product lines to generate profitable growth, including prioritization of equipment utilization like vending machines.
• Drive execution acceleration by applying RTM frameworks such as Sense, Shape, and Service to optimize distribution coverage, equipment positioning, salesforce productivity, and cost-to-serve efficiency.
• Craft online and offline VTM strategies that align channel economics with customer margin goals and fulfillment cost targets to deliver effective solutions.
• Develop alternative commercial models that promote brand availability and support scaling of emerging brands, including premium categories such as Costa.
• Act as a subject-matter expert on RTM, VTM, and Revenue Growth Management, supporting capability development and influencing priorities across local and global stakeholders.
• Collaborate with category strategy teams on SKU optimization and outlet expansion to maximize brand presence in critical areas.
• Lead the rollout and adoption of VTM tools and processes, integrating them into bottler operations to ensure scalability and impact across diverse markets.
• Enhance the RED (Right Execution Daily) process integrated with Segmented Execution, guiding bottlers to adopt higher standards, leverage insights, and use iRED for prioritizing outlets and promoting category growth.
• Foster strong collaboration with bottlers, global commercial, customer leadership, and operating unit leaders to embed consistent best practices across markets.

Required Qualifications and Experience

• Bachelor's degree in Business Administration, Marketing, or related disciplines; advanced education is preferred.
• Over 10 years of leadership experience in commercial planning and execution, with substantive expertise in RTM and VTM strategies, innovation planning, and channel management.
• In-depth understanding of bottler economics, commercial levers, and tools necessary for balancing profitability with customer engagement.
• Proven capability to navigate complex organizational systems and influence decisions using data-driven methodologies.
• Strong analytical and conceptual thinking skills with a track record of translating insights into scalable commercial strategies.
• Advanced data analysis proficiency, able to convert complex data into actionable solutions for internal and external stakeholders.
• A mindset that embraces innovation and thought leadership to design new approaches enhancing channel coverage and sustainable growth.
• Excellent communication and interpersonal skills to achieve alignment with bottlers and cross-functional teams; previous bottler experience is highly beneficial.
• Digital literacy and a good understanding of segmentation, targeting, and execution analytics tools.

Location and Travel Details

This position is based in Accra, Greater Accra Region, Ghana. Travel requirements range from 0% to 25%. Relocation support is not provided.

Company Culture

Our inclusive culture is founded on our purpose to refresh the world and make a meaningful difference. We foster a growth mindset and embrace continuous learning, focusing on being curious, empowered, inclusive, and agile. This culture underpins our long-standing success for over 130 years.

Compensation and Incentives

The role offers an annual market-aligned incentive opportunity valued at 30% of the reference salary, reflecting target performance.