Job Title: Market Excellence Senior Manager

Immediate Supervisor Title: Commercial Director

Department: Commercial

OB DESCRIPTION

JOB MISSION: The mission of this role is to develop and deploy effective and efficient Brand Innovations, Loyalty Programs and sales operations focusing on three key pillars: RTM model optimization, sales capabilities development, and sales asset management enhancement. The goal is to drive continuous improvement within these pillars by making recommendations for change, establishing clear success metrics, and collaborating closely with the commercial team and other departments across various business units to ensure focused execution. Ultimately, the aim is to become a center of excellence and a trusted business partner for the business units. This involves supporting them in improving customer engagement while balancing autonomy and alignment within the organization.

Key pillars:

• Brand Innovations: Spearhead New Product Development that will help us win in relevant needspaces and across the right occasion.
• Loyalty Program: Execute Loyalty Programs that will drive high customer retention and grow partner satisfaction.
• Route-to-Market Model Optimization: Define and implement the most effective and efficient RTM model. Provide comprehensive support to the Business Unit for seamless deployment, ensuring maximum market reach and customer engagement.
• Sales Capability Development: Develop a best-in-class sales capability program that empowers our teams. Cultivate a culture of continuous improvement and sales excellence by integrating this program into the everyday practices of the business unit.
• Sales Assets Management Enhancement: Lead the evolution of Sales Asset Management, focusing on effective control and profitability. Through innovation and technology, identify and develop new opportunities that drive growth and enhance competitive advantage.

MAIN JOB FUNCTIONS

• Identify growth opportunities by analyzing consumer needs, market trends, competitor activity, and emerging consumption occasions.
• Lead the New Product Development pipeline, from idea generation and concept development through to launch and post-launch evaluation.
• Work to develop innovation strategies that address relevant consumer needspaces and strengthen the brand’s position across key occasions.
• Translate consumer insights into product concepts, propositions, packaging, pricing, and positioning that have clear commercial potential.
• Build and manage the innovation pipeline, prioritizing initiatives based on revenue potential, consumer relevance, feasibility, and strategic fit.
• Coordinate cross-functional innovation projects with Marketing, Sales, R&D, Supply Chain, Finance, and other relevant teams.
• Develop business cases for new products, including volume, revenue, profitability, investment requirements, and expected ROI.
• Manage product launches, ensuring clear go-to-market plans, execution readiness, and alignment across commercial teams.
• Monitor post-launch performance and identify opportunities to optimize, scale, renovate, or discontinue products based on performance.
• Track innovation performance, including incremental revenue, market penetration, trial, repeat purchase, and contribution to overall portfolio growth.

Loyalty Program & Customer Retention

• Develop and execute loyalty strategies designed to increase customer retention, frequency, spend, and lifetime value.
• Design customer loyalty programmes and initiatives based on customer behavior, preferences, needs, and purchasing patterns.
• Segment customers and identify high-value opportunities to develop targeted retention and reward strategies.
• Develop relevant rewards, benefits, and engagement mechanics that encourage repeat purchase and strengthen customer relationships.
• Drive loyalty programme adoption and engagement through targeted campaigns, promotions, communications, and partner activation.
• Collaborate with partners and key stakeholders to develop loyalty initiatives that deliver mutual value and improve partner satisfaction.
• Use customer data and analytics to measure programme effectiveness, identify churn risks, and develop targeted interventions.
• Track key loyalty KPIs, including retention, active membership, purchase frequency, customer lifetime value, redemption, engagement, and churn.
• Optimize loyalty programmes based on performance and customer feedback, ensuring the proposition remains relevant and commercially sustainable.
• Develop and communicate performance reports highlighting programme impact, customer insights, revenue contribution, and opportunities for improvement.

Route-to-Market Model Optimization

• Define strategic framework and guidelines for assessing the legacy and development of enhanced RTM model including: Data gathering, maintenance and processing approach, Distributor/outlet profiling and segmentation, Segmented customer trade terms, Perfect store (PICOS) and ideal distributor, Sales routines and visit steps, Segmented service norms, Sales route planning guidelines, Sales roles & responsibilities, incentives, org. design, Last mile logistics rules, Sales enablers functionality requirements setting.
• Facilitate RTM assessment and recommendation for change development and lead regular updates with BU functions as per business needs.
• Oversee the design, deployment and measure success of the change to operationalize the strategy agreed in BP & LRP processes.
• Define KPI framework and process covering RTM, SFE, Trade Asset, Last mile logistics and allowing benchmarking of various business units performance.
• Set KPIs targets with RTM and other relevant functions in BUs and monitor performance against BP proposing action plans to improve results.
• Work with Finance department to build and maintain profitability models by channel, customer, RTM model.
• Design and implement Partnership Programs to drive sustainable profitable growth and customer engagement aligned with business priorities.
• Lead the commercial systems and tools roadmap as a key enabler to support business priorities (SFA; CRM; DMS; Reports and Routing Solutions).
• Lead the deployment of IRED use cases and improve the solution through system upgrades.

Travel Required: 50%

Scope

WAC REGION External (Customers/ Vendors) Interactions IRED VENDOR SALES SYSTEM VENDORS TRAINING PROVIDERS

EDUCATIONAL AND OTHER SPECIFIC TRAINING REQUIREMENTS:

• Marketing, Business Administration, Engineering MBA or similar Masters Degree
• English (French is also important)
• Project Management
• Excel and Powerpoint
• Data driven

AREAS OF EXPERTISE AND YEARS OF EXPERIENCE:

10 years of relevant experience in Commercial, Business Development or Transformation Role RTM or SALES (REGIONAL MANAGER) Experience in leading Go-To-Market Consultancy projects Skills Project Management, Data Analysis, Business Development