Senior Director, CCL – TRAVEL

Strategic Relevance:

Away from Home recruitment is a key strategic lever for INSWA’s growth ambition. Travel channels – Railways and Airways –  are a key part of life in India and present a massive opportunity for KO to recruit consumers and build a sparkling consumption culture. 

Indian Railways is the World’s largest Railway network with estimated annual traveler base of >8 BN travelers annually. Current KO NARTD incidence is ~7%. Every incremental percentage point improvement in incidence could yield incremental volume of 5-6 MMUC for KO system.

The Indian Airways ecosystem –Airports and Airlines – provides an equally compelling recruitment and category building oppornity for KO. Delhi Airport (DIAL) has an annual traveler base of 69MM and Indigo Airlines annual travelers in 2022 was 78MM. These travelers are top end of Sec-A and provide significant headroom for premiumization and category development e.g. DIAL KO incidence at 11%.

While our bottling system does the hard work every day to execute in these important channels, we believe the right team centrally in the CMG can change the game through thought leadership and central engagement with key stakeholders.

Scope, & Impact:

This role aims to significantly step change incidence in Railways and Airways through:

• ‘Customer Management Approach’: Railway Board, Railway Ministry, IRCTC, DIAL, Indigo, Vistara, TFS, HMS Host + new approach to top railways distributors as customers

• Work on new customer acquisition:  Adani Airports etc.

• Redefining BPPC: Through Consumer Brand offerings & portfolio play + Affordable pack architecture in Sparkling & Juices + Premiumization play in Airways

• Integrated Execution: Develop & execute PICOS for Railways & Airways + Segmented RTM to execute strategy + Own top stations + Top quartile activation in Airports food concessions

• Capability & Advocacy: Data first approach backed by robust information architecture + Revamped operating model with CCIPL managed singular relationship with Railway Zones

• Additional deliverable on developing emerging Highway travel sub-channel (e.g. Highway food courts)

What will success look like?

• Deliver 1.4Bn incremental transactions in 3 years over ‘22

• Doubling incidence (6.3% in 2022 to 12.5% by 2025) in the next 3 Years – 2024 Exit target 10.5%

• 2X Volumes in 3 years (2023 Exit 41 MMUC) – 2024 Exit target 55 MMUC

Scope

• All India (CBO + FBO)

• Team: 2 Direct Reports

Qualifications & Key skills:

• 13+ years of leadership experience in customer, commercial, operational marketing, channel development and RGM. 

• Strong planning and network collaboration skills

• Strong customer understanding from an execution perspective

• Ability to think from planning to execution and solid system commercial and front line marketing

• Bottling experience would be an added advantage

Communication Focus

• Internal communication includes providing network inputs to and output from Franchise, Marketing, Bottling for end to end program execution.

• External communication includes customer engagement, Bottling and Government departments including Railways Ministry, Railway Board and Divisional Railway HQs

• Influencing and negotiation skills are essential for these roles as they will influence taking action on their strategies as well as securing investment for those to be implemented.