Job Title: Omnichannel Commercial Manager

Immediate Supervisor Title: Commercial Director

JOB MISSION:

The Omnichannel Commercial Manager is responsible for developing and embedding a strong omnichannel commercial model within the Business Unit by leveraging all non-field sales channels including Tele Sales, eB2B / Super App, WhatsApp, Marketplaces, and future digital platforms. This role ensures these channels are fully integrated with the traditional Field Sales model to deliver a seamless and customer-centric commercial experience.

The position contributes to commercial growth by:

• Ensuring strong alignment between Commercial, BTS, Operations, and Group teams.
• Driving the deployment, adoption, and performance of omnichannel commercial solutions including CRM.
• Accelerating digital ordering adoption across customers.
• Enabling a scalable omnichannel operating model that improves efficiency, customer engagement, and revenue generation.

DESCRIPTION OF THE FUNCTION:

The Omnichannel Commercial Manager acts as the commercial orchestrator of all non-field sales channels within the Business Unit. The role bridges Commercial teams, BTS, Operations, and Group functions to ensure effective deployment, adoption, and performance of omnichannel commercial solutions.

Key purposes of the function include:

Omnichannel Commercial Strategy

• Contribute to the definition and evolution of the BU Omnichannel Strategy aligned with Group priorities.
• Support the development of the Omnichannel roadmap covering digital ordering channels and CRM capabilities.
• Ensure the integration of new commercial channels within the existing Route-to-Market model.

Deployment of Digital Commercial Solutions

• Co-lead the implementation and evolution of digital commercial solutions including: eB2B / Super App, Tele sales platforms, WhatsApp, Marketplaces and future digital channels, CRM / SFA solutions.
• Translate business requirements into clear implementation plans together with BTS and Group teams.

Channel Performance & Commercial Impact

• Co-own business plans and growth targets for each omnichannel solution.
• Monitor and analyze omnichannel KPIs including adoption, sales contribution, and customer engagement.
• Identify performance gaps and drive improvement initiatives.

Adoption & Change Management

• Engage with Field Sales teams and customers to drive adoption of new channels.
• Support training and capability building initiatives.
• Ensure consistent communication and alignment with RTM and commercial teams.

Operational Excellence

• Ensure effective day-to-day management of omnichannel solutions.
• Coordinate BTS, business stakeholders, and external partners.
• Guarantee the operational integration of digital channels with traditional sales processes.

MAIN JOB FUNCTIONS

Omnichannel Strategy & Governance

• Contribute to BU omnichannel strategy definition.
• Support the development of the omnichannel roadmap aligned with Group priorities.
• Ensure alignment between omnichannel initiatives and RTM strategy.
• Represent the BU in omnichannel governance forums with Group teams.

Deployment of Omnichannel Commercial Solutions

• Co-lead deployment of new commercial channels (eB2B, telesales, WhatsApp ordering, marketplaces).
• Define and structure business requirements for digital commercial solutions.
• Ensure coordination between Commercial, BTS, Operations and external partner.
• Support CRM/ SFA deployment and adoption within the Business Unit.
• Participate in testing, validation and continuous improvement of digital platforms.

Channel Performance Management

• Define omnichannel KPIs (adoption, sales contribution, engagement, service levels).
• Monitor channel performance and prepare performance reporting.
• Identify performance gaps and define improvement initiatives.
• Support data-driven decision making using commercial insights.

Adoption & Commercial Activation

• Drive adoption of omnichannel solutions among Field Sales and customers.
• Collect structured customer feedback and insights from the field.
• Support training initiatives for internal teams and external users.
• Coordinate digital activation campaigns, promotions and loyalty initiatives.

Operational Management

• Ensure operational excellence of omnichannel platforms.
• Coordinate internal stakeholders and external partners.
• Ensure integration between digital channels and traditional sales operations.
• Monitor service quality and customer experience across channel.

EDUCATIONAL AND OTHER SPECIFIC TRAINING REQUIREMENTS:

Indicate in this section the formal education requirements as well as other specific training requirements (English, Computer literacy, etc.)

• Fluent in English – French, Spanish or Portuguese is a plus.
• Strong FMCG field commercial experience, with deep understanding of Routeto-Market dynamics and field sales operations.
• Strong field orientation, with a genuine interest in spending time in the market to understand customer needs, operational realities, and frontline challenges.
• Strong communication and stakeholder management skills, with the ability to interact effectively across all organizational levels.
• Strong attention to detail with a structured and disciplined approach to work.
• Proficiency in Microsoft Office tools, particularly Excel and PowerPoint.
• Ability to work effectively in a fast-paced and evolving environment.
• Knowledge of CRM systems and digital commercial platforms (eB2B, tele sales, omnichannel solutions) is a plus.
• Training or experience in project management methodologies is an advantage.

AREAS OF EXPERTISE AND YEARS OF EXPERIENCE:

8+ years of experience in Commercial, Digital, CRM/SFA, or Omnichannel environments. Experience in FMCG / Consumer Goods sector preferred. Strong understanding of Routeto-Market and Field Sales operations. Proven experience managing cross-functional projects. Ability to influence stakeholders across commercial and technology functions. Ability to “make things happen”, with experience in teamwork & building relationships based on trust.