AFH EUROPE GTM Transformation and Wholesale Sr. Manager

Overview:

Partnering with Away From Home / On Premise (AFH) Business Units, as well as sector and global teams, this role will drive the Go-To-Market (GTM) strategy and serve as a key European touchpoint for designing new or enhancing existing AFH GTM operations across various archetypes (e.g., wholesalers, third-party distributors, or bottlers).
Drive GTM Transformation of Sector Business Units (BU) through; defining, building and executing new GTM projects which will help transform BUs into generating more growth with increased performance.
Design, deploy and lead implementation of the optimized GTM sales systems to maximize system profit, volume and S&D reduction in the AFH channel across Europe.
Identify continuous improvement opportunities to further enhance GTM systems with new technologies and execute the GTM strategy plans in partnership/alignment with the BUs. Building GTM & sales capability strategies, sales development tools/enablers for the BUs and coordinate efficient implementation of these strategies, tools and plans.
In addition to leading the GTM transformation project, the role will also collaborate with prioritized BUs to manage top wholesaler customers. This includes establishing the right KPIs, implementing performance tracking systems, and monitoring monthly sales results. The candidate will also be working on developing and implementing a digitalization (i.e. outlet data tracking between wholesalers/distributors and BUs, SAVY etc.), BU performance process which will fully enable a centralized European approach.

Responsibilities:

Leading the GTM strategy in Europe BUs (primarily BUs with wholesalers, distributor/bottler models in COBO/FOBO BU markets)
Define and establish E2E process based on the BU’s archetype, assess the current GTM models, build/design and develop the future GTM model and lead the implementation of the required GTM strategy fully in line with BUs
Collaborate and act as bridge between Sector AFH and BU AFH, DX, Finance and transformation teams to encourage the entire system to develop better GTM agenda and deliver business case
Develop and highly engaged in digitalization and GTM agenda process for optimization, efficiency and better data tracking between Wholesalers, Distributors and BUs (i.e. tracking & reporting the monthly outlet data, metrics to support and assess day to day field sales operations)
Strong collaboration and change management within AFH BUs’ sales, DX and finance departments to build the GTM strategy to deliver business case
Within full alignment with all BUs, Develop GTM strategies, taking into consideration current and new GTM set-up; identifying opportunities for more profitable GTM systems for all channels as well as ensuring development of improvement tools and integrating them with current systems
Key management of the top wholesalers. Collaborating with prioritized BUs to support the growth of the top wholesalers. This includes driving an innovation agenda, aligning bottling/wholesale partners of channel strategy, establishing the right KPIs, implementing the performance tracking systems, enhancing the current GTM and financial models to increase the sales and monitor monthly sales results.
Develop and/or enhance the current independent scorecard by tracking the BUs working with wholesalers or distributors/bottlers
Support the Indies sub-channel growth agenda (i.e. creating monthly and/or quarterly competitions to actively Participate in both European and global independent connects)
Collect, codify and Share Best Practices with Sector, global AFH and BUs to ensure skill transfer & sustainable improvements that drive business growth

Qualifications:

Minimum 10 years business experience with proven FMCG and variety of GTM operations knowledge
Must have AFH channel experience *field sales and operations, customer management etc. (minimum 5 years)
Proven ability to lead, define and implement large scale sales and GTM projects
Demonstration of working well with cross functional teams to drive AFH agendas
Strong planning, collaboration, follow-up and Analytical Skills required
Financial literacy and acumen
Understanding of innovation, packaging, pricing strategy, marketing / sales support plans
High level presentation skills (MS PowerPoint) to be able to distil complex data (MS Excel) and project plans into clear actionable recommendations for senior management and stakeholders
Excellent relationship building, listening & influencing skills, actively seeking & understanding inputs of others to gain broad alignment to ideas
Ability to build winning relationships, both internal & external & Cross culturally
Demonstrates an Organizational Savvy to get things done
Excellent follow-up and project management abilities
Adaptable to rapidly changing environment
Bachelor’s degree
Must be willing and able to travel in Europe up to 40% of the time
PepsiCo system knowledge across foodservice, retail, commercial & bottler (a strong understanding of how they work)
Packaged Goods/Food & Beverage Industry experience or knowledge strongly preferred
Fluency in English and another language would be advantageous