Director channel, Traditional trade and Away From Home, Romania

Summary: The Channel Director is the enterprise leader responsible for transforming and accelerating the Company’s Traditional Trade and Away From Home channels in the market through a unified, insight-driven, and execution-focused approach. This role owns the strategic agenda across the business and ensures the Company and the bottler operate against a single, fully aligned commercial plan that drives outlet penetration, availability, incidence, equipment and execution productivity, and profitable growth. A core part is leading the end-to-end commercialization of key brand bets and NPDs , synchronizing brand plans, innovation and activation calendar, setting PICOS standards, and governing execution, alongside commercial execution excellence, accelerating system capabilities to predictive, insight-led, and value-driven models that materially improve outlet coverage, transaction quality, and channel profitability. For Away From Home, this includes leading the 360 Integrated Activation (360IA) plan , Joint Business Plans with top Key Account customers in Romania, and direct account management of McDonald’s. The Channel Director is fully accountable for owning channel performance, jointly setting and governing system KBIs across channels, and leading mitigation and acceleration actions to meet BP volume, revenue, and share targets. As the senior orchestrator of the Company’s channel system, the Channel Director integrates data, analytics, and AI across planning, execution, and performance routines, driving a modern, consistent, and future-ready operating model. The Channel Director partners with bottlers to ensure disciplined systemwide implementation across the business. All responsibilities are led jointly. What You’ll Do for Us    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 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. 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. 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 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. 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. Lead Joint Business Plans with top AFH Key Account