Senior Manager, Route to Market (On Premise Distribution)

Company Description

The primary responsibilities of the Senior Manager, Route to Market (RTM) Manager, involve leading, developing, and executing RBNA’s Route to Market strategy for the On Premise. This role focuses on streamlining and optimizing key initiatives through close collaboration with leadership in Santa Monica (SaMo) and Business Unit (BU) Distribution. Over recent years, the On Premise Distribution business has experienced significant growth with the addition of Broadline, eCommerce, Warehouse Direct, and Natural channels, expanding beyond its traditional Direct Store Delivery-focused model.

The Route to Market strategy is designed to achieve RBNA's sales objectives, including optimizing assortment, expanding reach, advancing On Premise channel strategies, and outperforming competitors, as part of the goal to maintain the best distribution network in North America.. A successful Senior RTM Manager will take ownership of the strategy, influence its implementation, and continuously refine Red Bull’s Route to Market approach, ensuring added value to the distribution network while driving overall success.

Job Description

LEAD ROUTE TO MARKET STRATEGY & PLANNING

Design, develop, and implement a route-to-market strategy aligned with business needs.

Lead annual Route-to-Market (RTM) assessments and business planning sessions across all channels.

Provide support to commercial leadership during the Route-to-Market planning cycle to ensure proper prioritization, preparedness, and allocation of field force resources.

Ensure that the RTM strategy aligns with the overall channel strategies.

Execute and evaluate RTM performance by distributor and channel, providing insights to the RBNA Leadership Team.

Conduct financial analysis to calculate the Return on Investment (ROI) for the RTM process and share findings with key stakeholders.

Lead Route-to-Market transition projects by assisting commercial leadership with national tools and resources.

LEAD PROJECT REACH

Lead the project aimed at expanding Red Bull's numeric distribution.

Develop strategies to align RBNA with the appropriate network partners for expansion.

Oversee the cross-functional team (Off Premise & On Premise) responsible for driving new distribution efforts.

Perform financial analyses on the Return on Investment for Reach Initiatives and share results with key stakeholders.

DISTRIBUTION MANAGEMENT

Identify alternative Routes to Market (RTMs) to support scalable Reach expansion.

Negotiate contracts with new partners by collaborating with the legal and trade finance teams on contract specifics and potential future partnerships. Enhance existing partnerships through renegotiations and renewed agreements.

Develop strong and mutually beneficial business plans at the corporate level with national and regional partners. Provide monthly updates on progress versus goals, along with an actionable plan to achieve targets.

Attend relevant trade shows and conferences to establish connections and gain insights into industry trends that influence business planning and contract negotiations.

Collaborate with other departments as necessary to ensure seamless transactions.

Establish and manage budgets for Broadline partners, consistently analyzing return on investment (ROI) and cost per case.

Oversee the Value Chain while ensuring distributors effectively contribute to the network's growth and efficiency.

COMMUNICATION & STAKEHOLDER MANAGEMENT

Maintain strong alignment with RBNA Distribution leadership by actively engaging them for input and collaboration in enhancing program design and implementing changes to the Route-to-Market (RTM) strategy and reach.

Collaborate with the Director of National Distribution Strategy and the Vice President of Distribution to review progress, co-design solutions, and recommend improvements to the Route-to-Market approach.

Work with Shared Services teams (e.g., Finance, IT, Legal) to gather inputs, review financial and legal matters, and jointly design and implement program communication and delivery.

Ensure the program strategy is consistently aligned with RBNA Sales leadership, channel strategies, and related programs.

Develop and share best practices to support organizational efforts effectively.

KEY PERFORMANCE INDICATORS

Develop, implement, and maintain a monthly Route-to-Market effectiveness scorecard.

Ensure the timely delivery of all Route-to-Market projects to SaMo and field stakeholders.

Expand Red Bull's numeric distribution to achieve annual reach goals.

Support Route-to-Market transitions without any regrettable losses.

Monitor distributor sales strategies and plans to ensure alignment with establ