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Channel Development Manager- On Premise - Coca-Cola (Thailand) Ltd.

Coca-Cola Company

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Job Details

Job Title: Channel Development Manager- On Premise - Coca-Cola (Thailand) Ltd.
Job Id: 41832
Location: Bangkok

▫ Lead the definition and Implementation of On-premise channel strategies across the system and community within Coca-Cola Thailand (for all Categories & Franchise Regions) in balance with the System’s served Channels, vs. other growing channels and competitors to protect our business base and profitability.
▫ Develop an understanding of the channel and strategic customer business model, needs, value drivers and expectations and assess our opportunity to connect with these for un-parallel value creation for both KO System and Channel/Customers for 3 groups of customers;
o Traditional Food Shop
0 QSR/ CDR (Casual dining restaurant)
o HORECA and emerging channels, i.e, Entertainment, Transportation.
▫ Develop Strategies and support deployment to/for:
▫ RTM strategy definition and deployment across the System relevant Channels and the continuous evaluation of RTM to expand relevance in the Channel in a profitable way.
▫ The right Occasion Brand Package Price (OBPPC) architecture
▫ Enhance execution at POS balancing SOVI/SOM,
▫ Create a competitive advantage though integral shopper propositions (Shopper Marketing).
▫ Develop and ensure a segmented picture of success process implementation with the bottlers
▫ Define the vision for CDE and Fountain strategy based on segmented opportunities.
▫ Strategies deployment and execution are ensured by active involvement and use of the System metrics and tools.
▫ Lead the “Proactive Hunting” strategy into action to recruit new customers and grow size and collaboration of current.  Maps customer universe, developing clusters of value, creating propositions that ensure coherency with overall strategy.
▫ Lead the development of non-traditional marketing programs and tools around the areas of equipment innovation, retail environments, brand set optimization and venues/events marketing in order to bring The Company's brands to life with consumers and enhance brand equity and attributes.
▫ Support assessment of System capabilities, knowledge, opportunity identification and execution and the designs plans to close identified gaps.
▫ Co-lead “Catalyst” project with global customer team on developing On-premise channel.

1 Develop and lead the implementation of Channel competitiveness strategy, strengthening the uniqueness of the channel, tackling the current barriers to further development and creating the capabilities required to capture opportunities from other competitors and channels.   Build the partnerships and new operational models to effectively support the Channel Continuity.  
2 Lead the development of Segmented execution strategies across categories to win SOM & revenue growth within NARTD; ensuring a holistic view to ensure quality leadership in all the categories where we participate. Understand and capitalize the drivers of success to align strategies according to segmented opportunities. Support FL Team in the alignment of Bottler towards the strategy.
3 Lead the channel and System community to create synergies and ensure collaboration across Functions and Categories, acting as a subject matter expert for the Channel(s).    In collaboration with FL’s, ddevelops operation and strategic business plans by channel
4 Collaboratively develop with Brands and Bottlers: Brand Package Price architecture analysis, RGM strategies, new initiatives business cases and architecture changes       
5 Develop Shopper Execution Strategies and innovation in POS materials & assets to ensure leadership at the point of sale.  Merge multiple data sources to develop holistic and segmented PicoS
6 Monthly review and update of channel year and monthly activation plan with Global, FLs, and Bottler
7 Set the vision for the CDE & Fountain strategy in the Channel to build the required capacity based on our portfolio expansion

Managing the balance of consulting and servicing the Franchise Leader and the Bottler, including an appropriate level of push back where needed.  Requires sensitivity to franchise issues and experienced interpersonal skills as well as presentation skills, both verbally and in writing.
Critical for the Role is its capacity to collaborate and effectively communicate with the Global Customers, Bottler Front Line, Mid Management and Top Management
1. Internal contacts:     Region FL’s, Region CCL Director and Senior Leadership Team, Brand Managers, Finance Managers and Technical Area,
2. BU contacts:  BU Functional Managers for Commercial and Marketing, Global Customer Development Director/ VP
3. Interact with C&CL Leads and Consumer Marketing Leads.   This position will eventually participate in BU charters when defined, led by the BU
4. Participate in relevant Global C&CL Charters: CDE, Shopper Marketing and Emerging Shopper Technologies
5. External contacts:  Bottler GM’s, Bottler Marketing and Commercial Directors, Suppliers and Customers
6. Trade Associations and Commercial Chamber participation.  Influence the national agenda of the Traditional Channels, work with other FMCG companies

▫ Monthly deep analysis of the drivers for performance of the Channel (Nielsen, SOM, Pantry Check, SOVI, Coverage), Sales, RED, SFE, Financial Information (Co. and Bottler), Conjoint Analysis, Profit Seeker, Information from trade association and chambers and  Field Observation.    Ad-hoc information: Customer Value Drivers, Shopper Marketing (Occasions, behavior of the shopper and consumer).  
▫ Strong dependence in other areas of the organization to deliver results.  Changes averse from bottler management. Time management and programs prioritization
▫ Develop and presentation of integral business cases (showing clear benefits for the system, ROI’s incremental volume, implications, etc.)
▫ Establish continuous routines with FL and CCL team, Bottlers and relevant support functions.  Discussion / evaluation in the Field play a critical role in driving a customer/channel focus approach.
Review Meetings with Bottlers and Senior Leadership Team:
Monthly Meetings to review progress and Quarterly Meeting to have Continuous Planning ( 8 Quarters ahead)

Despite the decision making is mainly in the FL and the Bottling side, it is expected:
▫ Full Accountability for the Definition and Preparation of the Strategic Planning Cycle for the Channel (Vision and Opportunities for the next 3 years),  Annual Business Plan and continuous planning (8 quarters ahead)
▫ Influence the Customers and Bottlers to prioritize Channels programs
▫ Influence in the franchise unit DME investment level assigned to execution programs
▫ Influence regarding price changes and new packages launching
▫ Decisions involving high level of investments related with coolers, new packages, and bottler lines, among others

▫ Establish and Lead the community of 3 groups of On-premise Channel; Traditional food shops, QSR/ CDR, and HORECA.
▫ Gain input and alignment from the Still / Emerging Beverages (Juices, Teas, Isotonic, Water, etc.).
▫ Leverage Technology to modernize the Organized Trade channel so they can be competitive with MT (Means of payments, Payment of Services, Hot Sport (Wi-Fi), Interactive Media at the POS, Mobile minutes.
▫ Segment the channel to provide added value to shoppers and consumers, driving channel differentiation (per shopper occasion, collaboration level, industry size)

Not at this stage, nevertheless Influence the system is a key capability.
▫ Customer Development/ Franchise Leadership Experience (at least 5 years)
▫ Experience on Strategy Development
▫ Experience on Trade and Shopper Marketing
▫ Experience on P&L Management
▫ Builds Business & Strategy
▫ Influences the System
▫ Builds a Winning Culture
▫ Drive Innovative Business Improvement
▫ Deliver Results
▫ Develop and Inspires others
▫ Import and Exports Good Ideas

▫ Leadership, passion and Systemic thinking
▫ Build value relationship with other stakeholders. High personal influence.   Collaboration with all areas
▫ Analytical thinking
▫ RTM and Shopper Marketing knowledge
▫ RGM and Segmented Value Proposition Execution
▫ Channel dynamics
▫ Understands the operational fundamentals of our Bottling System

▫ Minimum requirement is 5 years in a Commercial or Marketing role and at least 2 years in the System
▫ Ideally some Franchise Experience
Other relevant Work Experience
▫ Trade Marketing Manager
▫ Market Development Manager
▫ RGM Manager

University/Advanced degree
MBA preferred

▫ Sensitive to the various Nationalities, cultures within the System
▫ Most of the job is made within the same Country. Some differences may appear between regions.
▫ Fluent in speaking, reading, understanding an writing both local language and English

▫ Low Risk mainly based in Bangkok, visits to low SEL territories with some risk of personal security
▫ Continuous market visits (30% of the time)
▫ Travel by air and ground across the franchises territories (10%) time

Up to 10% for attendance in BU meetings and/or capability building

The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and more than 3,800 beverage choices. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company’s portfolio features 20 billion-dollar brands, many of which are available in reduced-, low- or no-calorie options. Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, vitamin water and Powerade. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. For more information, visit Coca-Cola Journey at
Coca-Cola (Thailand) Ltd., an indirect wholly owned subsidiary of The Coca-Cola Company, provides marketing and technical/quality services to The Coca-Cola Company in Thailand.  

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