Senior Dist & Sub-D Development Manager

Purpose of the job

• Lead the distribution model development including distributor and Sub-D development and growth agenda for the organization
• Ensure an efficient and effective distribution network by designing and implementing fit-for-purpose operating models
• Drive alignment and integration between distributors/Sub-Ds and internal functions through standardized processes and governance
• Build and strengthen distributor and Sub-D capabilities to enhance overall performance and execution excellence

Key Responsibilities

Distribution network design & Governance

1. • Define and evolve a future-fit Route-to-Consumer (RTC) distribution strategy, aligned with global frameworks and long-term growth priorities
   • Architect and continuously optimize the end-to-end distributor and Sub-D network, balancing efficiency, market coverage, partner sustainability, and scalability
   • Establish robust operating models, governance structures, and performance management systems to enable consistent execution excellence
   • Drive standardization and integration of ways of working across distributors, Sub-Ds, and internal functions
   • Lead data-driven evaluation of network performance, identifying structural opportunities to unlock growth and productivity

Distributor strategy and Capability development

2. • Define and institutionalize a holistic distributor capability agenda, anchored in global frameworks (Segmentation, Plan, Develop, Track, Reward, Digital)
   • Shape and lead the strategic development of priority distributors, elevating their commercial, operational, and execution capabilities
   • Design value-creating commercial models, including trade terms and incentive structures, to drive sustainable distributor performance
   • Co-create long-term growth roadmaps with cross-functional stakeholders, embedding the “Voice of Distributor” into business strategy
   • Build and lead a high-performing Distributor Development organization, ensuring strong field execution through effective call planning and capability uplift
   • Champion a culture of continuous improvement and performance excellence across the distributor ecosystem

Sub-Distributor (Sub-D) strategy & Development

• • Define the role of Sub-Ds within the broader RTC strategy, establishing scalable and effective operating models
  • Elevate Sub-D performance by strengthening management practices, coverage models, and execution standards through distributors
  • Drive capability building at scale, ensuring distributors effectively develop and manage their Sub-D networks
  • Design and implement fit-for-purpose commercial and incentive frameworks to unlock Sub-D productivity and growth
  • Ensure strategic alignment and execution consistency between distributor and Sub-D layers
  • Leverage performance insights to continuously optimize Sub-D network effectiveness and impact.

Transformation and Change leadership

• • Own and lead end-to-end transformation of the distributor ecosystem, embedding advanced capabilities
  • Act as a change leader, embedding new ways of working through structured methodologies and strong stakeholder engagement
  • Accelerate adoption of digital, data-driven, and process excellence initiatives across the network

Cross-functional & Strategic Collaboration

• • Act as a key integrator, orchestrating collaboration across global, regional, and local stakeholders to deliver strategic priorities
  • Ensure full alignment of Distributor and Sub-D strategy with HEINEKEN’s Ways of Sales and broader commercial agenda
  • Represent and embed the “Voice of Distributor/Sub-D” into enterprise decision-making and strategic planning

Partner with Sales, Supply Chain, Finance, and Digital to drive end-to-end value creation and execution excellence

Job Requirements

• Bachelor’s or master’s degree in business administration, Sales or a related field

• Minimum 10+ years of relevant experience in sales, distributor management, or commercial operations
• Strong background in distributor development, sub-distributor (Sub-D) management, and/or sales operations
• Proven track record in leading transformation initiatives, capability building, and operating model design
• Experience working in cross-functional and regional/global environments

• Demonstrated success in managing distributor performance, including trade terms and incentive schemes
• Strong understanding of route-to-market strategies and distributor network optimization

• Proven ability to manage strategic relationships with internal and external stakeholders at local, regional, and global levels

• Strong people management and team leadership capabilities
• Excellent skills in building collaborative relationships and influencing stakeholders
• Experience in management change and project management
• Strong conceptual and strategic thinking abilities

• Ability to develop and leverage internal and external networks

• Proficient in English (both spoken and written)

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