Senior Route to Market Specialist

A. RTM Strategy & Operating Model
• Support development and implementation of national RTM strategy aligned with business priorities, portfolio
strategy, channel ambition, and regional growth opportunities.
• Translate RTM strategy into clear regional and channel-level action plans.
• Support RTM model design by geography, channel, outlet type, distributor capability, and sales force structure.
• Identify RTM gaps, inefficiencies, and opportunities through structured analysis of outlet universe, sales
performance, distributor performance, and execution quality.
• Contribute to strategic projects such as RTM transformation, distributor model redesign, market expansion, and
route optimization.
B. Outlet Universe, Census & Coverage Management
• Manage outlet universe data, census results, outlet classification, and outlet segmentation for assigned areas or
channels.
• Recommend coverage strategy by outlet segment, channel, geography, and sales resource availability.
• Track coverage quality, active outlet ratio, visit compliance, strike rate, and route productivity.
• Work with Sales teams to ensure outlet master data quality, route discipline, and sustainable outlet coverage.
C. Route Planning & Sales Force Effectiveness
• Support route design and route optimization to improve SR productivity, outlet service frequency, call efficiency, and sales
conversion.
• Analyze SR workload, span of control, outlet allocation, visit frequency, daily call plan, and route compliance.
• Provide recommendations on SR headcount allocation based on outlet universe, commercial ambition, workload, and
productivity benchmarks.
• Track sales force performance through call completion, productive calls, strike rate, drop size, working hours, active outlet
ratio, and sales output.
• Support improvement initiatives related to sales routines, in-call missions, execution quality, and field productivity.
• Partner with Sales Capability and Sales leaders to improve the effectiveness of SR, ASM, and RSM ways of working.
D. Distributor Management
• Support development and implementation of distributor performance management frameworks.
• Analyze distributor performance based on volume delivery, target achievement, stability, coverage support,
infrastructure, financial capability, service quality, and partnership potential.
• Support distributor segmentation using performance and potential criteria.
• Identify underperforming distributors and recommend actions such as improvement plans, territory redesign,
consolidation, replacement, or capability building.
• Support distributor CSAT surveys, performance reviews, contract framework input, and distributor engagement
routines.
E. Commercial Planning & Business Partnering
• Act as RTM business partner for assigned Sales regions or channels by providing insights, analysis, and
recommendations to support commercial decisions.
• Support annual planning, long-term planning, headcount planning, expansion planning, and monthly business
reviews.
• Provide RTM inputs for business cases, new market opportunities, channel prioritization, and investment decisions.
• Collaborate with Trade Marketing to ensure trade programs are aligned with outlet segments, distributor capability,
and execution reality.
• Support Sales leaders with fact-based recommendations and structured decision papers.
F. New Product Launch & Strategic Initiatives
• Support RTM readiness for new product launches, including outlet selection, regional/channel prioritization, and
tracking mechanism.
• Monitor launch execution by outlet coverage, distribution, sales performance, visibility, and field compliance.
• Provide feedback to Brand, Trade Marketing, and Sales on launch performance and RTM improvement actions.
G. Digital RTM & eB2B
• Support rollout and adoption of digital RTM tools, including eB2B platform, DMS-related processes, dashboards,
and field execution tracking.
• Coordinate with local and global teams on localization, user readiness, customer onboarding, distributor
engagement, and issue resolution.
• Support training and communication for Sales, distributors, DMS admins, and relevant stakeholders.
• Track platform adoption, order quality, active users, issue logs, and business impact after rollout.
• Provide recommendations to improve digital adoption and integrate digital capability into future RTM and
distributor management decisions.
H. Data, Dashboard & Performance Tracking
• Build and maintain RTM performance tracking for assigned regions, channels, and workstreams.
• Analyze internal and external data to identify trends, gaps, risks, and opportunities.
• Prepare RTM reports, dashboards, management updates, and business review materials.
• Ensure data accuracy, consistency, and relevance for decision-making.
• Translate data into clear business insights and recommendations for Sales and senior management.