Senior Director, CCL - Value to Market

Job Title: Senior Director, Value to Market 

Location: Gurugram, INSWA (India & Southwest Asia) 

Reports to: Vice President, CCL INSWA  

Job Summary: The objective of the role is to build a phygital, all-season RTM model. The role is responsible for integrating INSWA’s digital and physical RTM to develop a Phygital model to deliver a superior customer value proposition and drive operational efficiencies. The aim is to transform the role of sales force from taking orders to maximising value capture at every point of sale. This role will lead the strategic thinking, design, test, implementation, and rollout of new commercial models and platforms to accelerate our top line and market share growth in INSWA OU, leading VTM strategy to cover integrated execution, cold drink development, and customer big data ecosystem building. This role is responsible for executing a hybrid RTM strategy focusing on Urban RTM productivity improvement, building new IC & Rural alternative RTM strategy, and initiating a 2nd platform for emerging category development. Lead RTM digitalisation with bottler, big data building to enable system's commercial and marketing strategy. 

Key Responsibilities: 

Function Related Activities/Key Responsibilities:  

• Evolving INSWA Urban and Rural RTM model to optimize the cost to serve, with RTM efficiency improvement through building alternative RTM strategy  

• Design INSWA RTM of future model in segmented market to transform current RTM model to Omni RTM model meanwhile influence bottling partners to start pilot 

• Create capacity to drive portfolio selling through clear selling stories and leveraging the digital tools to enable them 

• Leverage Digital Stack across each leg of RTM value chain - Enable system RTM digitalisation and Segmented execution capability building, cooperate with channel and marketing team 

• Building outlet-level intelligence through prospecting, segmenting, and driving the Value Proposition 

• Enabling post-purchase service & data analytics to enable continuous predictive monitoring 

• Act as SME for all VTM-related discussions/ decisions in the INSWA System 

• Leverage outside-in knowledge to build a best-in-class RTM model for the INSWA System 

 
Education Requirements: 

• Bachelor degree and above. 

 
Related Work Experience: 

• 14+ years of leadership experience in Commercial planning and commercial execution with strong skills in RGM, Segmentation, RTM, VTM, Innovation, Channel strategy. 

• Desirable to have candidates with a mix of sales operations, experience of leading the regional/ portfolio business and a consulting background. 

 Functional Skills: 

• Superior understanding of all key execution levers to accelerate on Distribution, Equipment management, Salesforce effectiveness, Out-of-stocks & Cost-To-Serve Optimization using RTM framework (sense, shape and service) and thus grow topline (revenue expansion) and bottom-line growth (cost to serve management) 

• Thought Leadership – ability to generate new ways of digital-first thinking about our business and identify innovative ways around effective and efficient ways to reach the right consumers 

• Proven system understanding incl RTM, Customer and Channel knowledge, including deep understanding of the complexities of the end-to-end operations, processes and tools in order to optimize solutions with our customers across channels 

• Solid analytical and conceptual skills and ability to think from planning to execution and solid system commercial and brand management 

• Solid Data Interpretation skills – ability to understand complex data and ability to explain to Customers, Bottlers, etc. in a way that is meaningful to their business needs. 

• Stakeholder management – work seamlessly with stakeholders across the functions (marketing, operations, customer management, bottlers)