Lead Channel Strategy & System Alignment
• Lead the creation of BP and long-range strategies across Traditional Trade, Away From Home, and Food Service Aggregators, translating them into integrated omnichannel roadmaps that connect portfolio, RGM, media, equipment, RTM, and in-outlet/digital activation across all channels.
• Lead high-impact strategic initiatives, wholesaler-led, foodservice-led, and aggregator-led models, recruitment channel expansion, category development, omnichannel execution, and data-driven customer planning tailored to each channel’s structure.
• Act as the senior system integrator and influencer, aligning GM, C&C, Marketing, RGM, Finance, Digital, bottler, and key customers behind one unified channel growth agenda.
• Lead the Away from Home business against the 360 Integrated Activation (360IA) plan, ensuring the Company and bottler execute a single, fully aligned AFH activation agenda
Commercialize Key Brand Bets & NPDs
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Lead the end-to-end commercialization of key brand bets and NPD launches across Traditional Trade and Away From Home, synchronizing the innovation, brands and activation calendar across marketing, RGM, RTM, and the bottler to ensure system-wide launch readiness.
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Own PICOS (Picture of Success) definition and governance by channel and outlet segment, translating each brand bet and NPD into clear merchandising, availability, equipment, and activation standards executed jointly with the bottler.
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Set and govern execution standards for launch sell-in, in-outlet activation, and post-launch performance tracking, driving speed to shelf and consistency of execution across the system.
Drive Commercial Execution Excellence
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Lead commercial execution excellence, accelerating system capabilities to predictive, insight-led, and value-driven models to grow outlet penetration, ND%, and ROS Coolers/10k and conversion on Food Service Aggregator platforms.
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Lead the development of a segmented equipment (coolers, vending, fountain, and others) strategy for Away From Home, ensuring systemwide implementation with bottlers to maximize coverage, productivity, and outlet penetration in all channels.
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Lead Joint Business Plans with top AFH Key Account customers in Romania, including direct account management of McDonald’s, to secure long-term, mutually profitable Away From Home partnerships.
Own Channel Performance & System KPIs
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Own system performance across all channels, jointly setting and monitoring system KBIs and leading mitigation and acceleration actions to deliver BP volume, revenue, and share targets in each.
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Govern performance routines across channels, ensuring they are insight-driven, action-oriented, and forward-looking rather than reporting-led.
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Maintain a predictive view of the competitive, channel, and regulatory environment using data and insights to proactively shape system responses.