Senior Director, Customer Value Creation Strategy

The purpose of the role is to enable accelerated Basket Incidence and Transactions growth through broader and deeper deployment of key strategic Initiatives with Customers across Channels, in Home and AFH, physical and online. Focus of the role is to enable… a) growth in our Execution Fundamentals, what we call the ABC of Execution: Availability, Basket Incidence and Cold and Ambient SOVI b) key strategic and E2E integrated initiatives.
Thus, the role is a key enabler to accelerate the integrated activation of consumer-centric and customer-relevant business-opportunities through rigor in bringing a “what’s in for me” lens to the customer – with a focus on the big bets our system should execute with them to drive value growth through better and more relevant execution of the fundamentals (ABC of execution) and E2E demand creation to drive incidence and value growth with the shoppers they already have in their stores.
It is a global role that provides real thought leadership and consultancy with OUs and Bottlers to enable effective customer partnerships that drive recruitment of consumers & value growth acceleration for all key stakeholders.

Key Deliverables of the role:

• Build credentials and relevance of our categories, propositions and initiatives –achieved by impactful insights and thought leadership, influencing the customers towards a less transactional, more strategic top-level engagement

• Enabling Relevance of our strategic initiatives with Customers for all key stakeholders (customers, consumers, our system) by finding the sweet spots – enabled by well-integrated insights and analytics across consumption-/ shopping-/ channel- and customer-insights, leveraging knowledge of proven Basket incidence drivers, RGMx-principles and strategies as well as effective and efficient system execution enablers.

• Provide and Evolve the value creation frameworks with customers centered in our consistent Global Customer Value Proposition Framework (CVP) and RGMx principles with scaled capability building on how we bring that to life in strategic initiatives with key customers across OUs. Both for on- and off-premise customers.

• Lead the strategy development in partnership with key OUs and Bottlers on how to drive the ABC of execution (Availability, Basket incidence and Cold and Ambient SOVI) – targeting key Global Customers as Accelerators across territories, through a “WHAT’s in for them” lens and well-connected insights and growth narratives

• Thought leadership with Bottlers and Franchise teams on what & hows of impactful E2E integrated demand creation of consumers in partnership with customers

• Co-Lead the customer conversations in the space of consumer-centric, customer-relevant JOINT business-opportunities with key Customers

• Evolution and deployment of our NARTD Category Vision for all key channels and customers: Category Vision connects our system strategic priorities with commercial planning & execution frameworks and externalizes RGMx thinking around “Where to Play” and “How to Win” for our Customers.

SCOPE & KEY WORKING PARAMETERS

• Lead Consistent Customer Value Proposition Framework & Deployment with Key (Global) Customers

• Lead key Global Customer Sell In Frameworks & Value Stories such as NARTD Category Vision for fast deployment and scale of key strategic system initiatives

• Shape relevant and metrics-driven joint business plans and strategic initiatives with Customers and deliver quantified results through disciplined stewardship of value creation

• Build & Embed Discipline in Investments with Customers to activate touchpoints E2E, partnering with Strategy & Finance to improve through-the-line KO Resource Allocation – better integrated with customers, leveraging and informing the work on Retail Media Networks

• Partner with OUs to optimize Customer Models towards designs that enable better, faster incidence- and share growth – consumer-centric, customer-back

• Build & Embed a disciplined approach to leverage (Lighthouse) Customers for Innovation Learning & Scaling – incl identification of the right customer(s) for targeted experiments – fit for purpose for learning & scaling- – -lead in-market experiments, set-up and interpret customer data and thus jointly create powerful value propositions for our Innovation

• Promote and (co-)design models of data-sharing from/with key customers

• Work with Platform Services to build the right data- & insights tools and solutions which power all the above.

KEY SUCCESS PARAMETERS
 

Experience

• 12+ years of (broad) senior leadership experience in System Strategy, Commercial, RGM and/ or Customer Strategy

• Well-networked across the system with broad range of experience that enables close, efficient wiring with S&I, Marketing, Customer teams and our bottlers to leverage and connect all relevant learnings/insights and metrics to deliver customer back narratives, addressing their key pressure points

• Strong Analytical as well as connecting the dots Skills,

• Strong business acumen & broad and deep understanding of consumers, shoppers and customers is mandatory

• Connecting the dots, Data Analysis & Interpretation: Outstanding ability and judgement to identify, leverage and convert the right insights, data points and findings from different data sources into holistic & compelling selling stories and independently derive strong business opportunities from insights

• The Role will work with all OUs , Customers and customer verticals –networked across the system functions and therefore requires strong interpersonal, leadership, project management and communication skills.

• University Degree mandatory

Work Focus

• The role involves to understand, analyze and connect what matters to our Consumers, Shoppers-, Customers- and the Industry – it requires proven talent in effectively and efficiently leveraging very different data sets and reports with outstanding talent and proven experience in analyzing and connecting all key insights dots towards crisp & actionable propositions, selling stories and presentations at Top management level

• Proven ability to understand and interpret ALL (or most) available insights and sources and trends that are shaping our business as well as the customers environment: our consumers, shoppers, our categories and key occasions, the channel(s) and the customer – as well as competitive and industry dynamics, macro-economics and forecasts – all of which are required to build holistic and powerful propositions

• Demonstrating and promoting a propensity for speed and action and a quest for breakthrough results

• Strong Project Management and Prioritization capability

• Very good ability to quickly develop a strong network to leverage "best in class" knowledge

• System Understanding: In depth knowledge of the system processes and operations – including Bottler’s operations and typical Customer requirements and pressure points

Communication Focus:

• Senior Management of Company (global and OU)

• Senior Management of Bottler (Key Account Management, Sales; Finance, Category Management etc)

• Customers

• All C&CL function pillars in OU and globally

• S&I, Marketing and Finance Directors and teams