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Director, HORECA Channel Strategy
In this role, you will define how Coca-Cola grows the HORECA (Local Foodservice) business by setting a channel strategy grounded in consumer insights, operator needs, and system capabilities. You will establish strategic priorities to increase beverage transactions through assortment, activation, and customer expansion. Working across strategy and execution, this role is highly cross-functional and partners with teams such as Category Commercial Strategy, RGM, Route to Market, and Franchise to develop scalable, high-impact solutions.
Responsibilities
Channel Growth Strategy and Commercialization
- Set the HORECA channel vision, commercial strategy, and execution priorities to drive beverage transaction growth through assortment, activation, and customer expansion.
- Lead annual business planning, ensuring a holistic plan with clear, measurable sources of growth that are enabled by digital and frontline tools and capabilities.
- Align resources, investments, and tools to high-impact opportunities, managing budgets and deployment to maximize commercial outcomes.
Cross-Functional Leadership
- Serve as the central point of integration of HORECA strategy, translating cross-functional inputs into a single, aligned channel plan.
- Lead cross-functional planning and decision-making discussions to focus on the most important HORECA growth opportunities.
- Influence without direct authority by building strong relationships and creating clear alignment on accountabilities and top priorities for the channel.
- Communicate strategy clearly and consistently through internal and System Alignment routines.
Market Insights and Performance
- Build strong understanding of Bottler, Distributor, and Customer operations through market engagement to identify execution barriers and growth opportunities.
- Partner with Franchise and Bottlers to align strategy with market realities and enable consistent execution.
- Define success metrics to evaluate performance, address opportunities, and scale proven strategies.
Candidate Profile
- Strategic leader who connects vision toe execution
- Strong integrator who builds alignment across teams
- Growth-oriented, adaptable, and comfortable with ambiguity
- Clear communicator who simplifies complexity
Experience & Background:
Education:
- Minimum: Bachelor’s degree in Business Administration, Marketing, Operations, or related field
- Preferred: Master’s degree (MBA or equivalent) in Business, Strategy, Marketing, Operations, or related field
Professional Experience:
- 8+ years of progressive experience in commercial strategy, channel management, foodservice, or sales leadership within foodservice, CPG, or beverage industries.
- Proven track record of developing and leading channel or commercial strategy within foodservice, on-premise, or CPG environments
- Strong ability to translate consumer and operator insights into clear strategies and execution priorities that drive growth.
- Understanding of route to market, pricing, portfolio, and activation levers in local or independent customer channels.
- Clear, concise communicator with strong analytical skills and track record of delivering scalable system-ready solutions
- Exposure to both physical (in-outlet) and digital/commercial activation plans.
Skills & Competencies:
- Strong strategic thinking and problem-solving skills; ability to connect high-level vision to on-the-ground execution.
- Demonstrated ability to simplify complex topics, communicate clearly, and influence diverse stakeholders.
- High level of curiosity and willingness to learn.
- Continuous improvement mindset.
- Ability to work with data to draw business insights, inform decisions, and track progress against KPIs.
Skills:
Leadership; Results-Oriented; Sales Process; Account Management; Customer Relationship Management (CRM); Sales Management; Marketing; Pitch Presentations; Consultative Sales Management; Business Insights; Sales Forecasting; Communication; National Account Sales; Customer Service Management; Decision Making; Business Development; Negotiation
The Coca-Cola Company will not offer sponsorship for employment status (including, but not limited to, H1-B visa status and other employment-based nonimmigrant visas) for this position. Accordingly, all applicants must be currently authorized to work in the United States on a full-time basis and must not require The Coca-Cola Company’s sponsorship to continue to work legally in the United States.
Pay Range:
$169,000 – $200,000
Base pay offered may vary depending on geography, job-related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, is offered.
Annual Incentive Reference Value Percentage:
30
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.
Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.
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