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Topo Chico Commercial Director - TX

The Coca-Cola Company

  • Location: Plano, TX - USA
  • Post Date: 11/1/2018
  • Job Type: FULL TIME
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Job ID: R-13782

Position Overview:

Brand Overview:

Topo Chico® Sparkling Mineral Water is a Premium beverage choice that plays within the Mineral Water category, it has been bottled at Source since 1895. It has a strong heritage, a true legend that speaks towards the virtues of the water, strong brand visual identity and differentiated positioning against regular Sparkling Water. The brand was introduced into the United States in 1987 focusing on the Mexican-American market. Topo Chico mineral water is sold in Mexico and across the United States.

Position Overview:

The Commercial Director provides direction and leadership for Topo Chico's Commercial function. This role will develop and implement the Route To Market Strategy and represent Total Trademark from a commercial perspective. A top priority for this position is to drive growth for Topo Chico as it continues to expand across the US.

Function Specific Activities:


    • Represents the total Trademark commercial perspective in all discussions/decisions across all Topo Chico Route To Markets (Bottler DSD, Independent DSD Warehouse, Foodservice, On-premise)
    • Serves as the major intersection (lead) in the organization between category/brand teams and Commercial Marketing & Operations teams (i.e., represents the brand back to the Commercial Marketing & Operations and Sales teams and has working channel knowledge while participating as an active member of brand teams)
    • Ensure representation of channel needs and proper translation of brand strategies across retail & foodservice channels
    • Partners with brand team to ensure Commercial leadership organization serves as a single source of direction to Commercial Marketing & Operations and customer (National Retail Sales, National Food Service) and Region field, delivering and transformation brand strategies into actionable plans
    • Works with respective Category Commercial Directors within US Ops and Warehouse to communicate initiatives to bottlers and customer teams
    • Collaborate with Venturing & Emerging Beverages HQ Incubation team in design and execution of Multi-Route To Market framework
    • Responsible for the development, implementation and achievement of annual commercial business plan
    • Align channel input on price/pack architecture and ensure channel coherency
    • Shared responsibility for the performance by channel/category and customer teams
    • Lead collaboration with Revenue Growth Management functions to develop tools and tracking for sales teams to ensure maximization of revenue and gross profit across Route To Markets
    • Directs and stewards commercial development of all new item introductions
    • Accountable for program leadership across channels, including priority Food Service On Premise channels
    • Provides leadership on DME and/or GTM funding decisions to support shopper marketing


Strategic thinking and strategy development/building organizational capability -

  • Leads the commercial strategy on behalf of Topo Chico across all RTMs - DSD, Independent DSD, Warehouse, FS, Natural.
  • Provides high-level perspective and detailed analysis on pricing/trade structure, commercialization, operational issues, and other commercial topics across channels
  • Stewards brand / package performance to Annual Business Plans (ABP) goals
  • Manages any issues requiring alignment across large store, small store, and FSOP; supporting Commercial in delivery of category plans across channels
  • Develop category-specific multi-year commercial plans for implementation across channels, customers and bottlers
  • Ensures brand/category team decisions can be actioned against channels, customers, and geographies
  • Serves as the primary source of feedback to the brand/category from customers, channels and geographic teams
  • Support category/brand teams in determining DMI program budget, manages the program DMI allocation across channels/customers and re-allocates funding based on performance
  • Supports Commercial Leadership category strategic planning and performance management
  • Lead development of tools and tracking to ensure profitable growth across the portfolio

Commercial Marketing & Operations

  • Interfaces with broader commercial team as required to manage any issues requiring alignment; supporting delivery of category/brand plans across channels. Has ability to take a cross-channel view to ensure coherency / consistency
  • Collaborates with the broader commercial team and commercial operations teams to ensure the application of key category plans into channel commercial plans and PicOS
  • Collaborates with RGM to ensure all channel coherency planning as it affects category
  • Oversees creation of ops decks/PAGs for delivery to channel planning and sales teams for use in the market
  • Leads stewardship of all category/brand initiatives with customer, brand, broader commercial and franchise teams to measure success and determine best next steps

Brand Commercialization

  • Lead development Category Commercialization  brand plan and program development
  • Coordinates with category RGM and channel operations and commercial execution to ensure market tests and full-roll out of category programs (e.g., sell-in decks, post- test analysis)
  • Provide leadership on testing viability of new items across categories, align channel input on price/pack architecture and ensure channel coherency
  • Partners with category operations and program mgt. to manage  system manufacturing and supply chain capabilities
  • Partners with product/package leads in creation of brand/ package launch decks/PAGS for delivery to channel planning and sales teams for use in the market
  • Leads brand pilot program development and stewardship
  • Serves as the primary source of feedback to the brand/category from channels, customers and geographic teams
  • Partners with brand teams to determine final program elements



Minimum Required:  Bachelor's degree

Preferred Level:  MBA or other graduate degree


Minimum Required: 

  • 10-15 years of experience, preferably in the consumer goods/beverages industry
  • Leadership and experience working across multiple channels - e.g., large store, small store, and Foodservice/On Premise channels
  • Brand/category management experience
  • Proven track record of ability to not only embrace change - but drive it
  • Planning experience; strategic thinking (forward-looking vision and anticipating of future needs)
  • Proactive leadership style
  • Proven track record for delivering sustainable results
  • Collaborating with brand/category teams and other key internal/external stakeholders; effective in influencing wide variety of stakeholders
  • Effectively communicates & builds relationships at all organizational levels; communicates long-term vision and shorter-term opportunities through clear & simple messages
  • People leadership/management - specifically, managing virtual teams and influencing multiple stakeholders with different priorities
  • Field leadership experience including P&L responsibility and management
  • Experience in coordinating Pricing & Promotion structures
  • Demonstrates strong business acumen through the ability to create a 1-3 year business plan for brand/category and a path to achieve that vision, anticipating future trends and needs in the marketplace and business; demonstrates innovation/creativity

Preferred Level:

  • 15-20 years experience, preferably in the consumer goods/beverages industry
  • General management experience
  • Customer/Sales management experience
  • Leadership experience in multiple (2-3) channels (e.g., large store, small store, food service, specialty stores, etc.)
  • Experience in multiple capabilities in a CPG organization (e.g., sales and shopper marketing, or RGM and strategy, etc.)
  • Strong track record of leadership across cross-functional teams

Specialized Technical Skills

Minimum Required: 

  • Analytics experience - ability to draw insights and actions from data
  • Planning experience; strategic thinking (forward-looking vision and anticipating of future needs)
  • Proven track record for delivering sustainable results
  • Collaborating with brand/category teams and other key internal/external stakeholders; effective in influencing wide variety of stakeholders, particularly in situations where Commercial leadership may have accountability for doing the work but may not have control over all decisions impacting the work
  • Effectively communicates & builds relationships at all organizational levels
  • Strong change management capabilities
  • Ability to influence and gain alignment across diverging perspectives
  • Proficient in Powerpoint, WORD and EXCEL

Preferred Level: 

  • Experience building and monitoring annual business plans
  • Experience developing and managing trade management programs
  • Experience in both brand and commercial
  • Experience building and implementing channel marketing plans

Job Requirements:

Years of Experience:

Leadership Behaviors:

  • DRIVE INNOVATION: Generate new or unique solutions and embrace new ideas that help sustain our business(encompassing everything from continuous improvement to new product and package innovation). 
  • COLLABORATE WITH SYSTEM, CUSTOMERS, AND OTHER STAKEHOLDERS: Develop and leverage relationships with stakeholders to approximately stretch and impact the System (Company and Bottler).
  • ACT LIKE AN OWNER: Deliver results, creating value for our Brands, our System, our customers, and key stakeholders. 
  • INSPIRE OTHERS: Inspire people to deliver our mission and 2020 Vision, demonstrate passion for the business and give people a reason to believe anything is possible. 
  • DEVELOP SELF AND OTHERS: Develop self and support others' development to achieve full potential. 

Growth Behaviors:

  • GROWTH MINDSET: Demonstrates curiosity. Welcomes failure as a learning opportunity.
  • SMART RISK: Makes bold decisions/recommendations.
  • EXTERNALLY FOCUSED: Understands the upstream and downstream implications of his/her work. Tracks and shares external trends, best practices or ideas.
  • PERFORMANCE DRIVEN AND ACCOUNTABLE: Has high performance standards. Outperforms her/his peers.
  • FAST/AGILE: Removes barriers to move faster. Experiments and adapts. Thrives under pressure and fast pace.
  • EMPOWERED: Brings solutions instead of problems. Challenges the status quo. Has the courage to take an unpopular stance.

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. Apply
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