Senior RTC Deployment Manager - Modern Trade

Job Purpose

The Regional Senior RTC Manager – Modern Trade is responsible for translating the Route-to-Consumer strategy into effective Modern Trade channel execution, covering Modern Off Trade (supermarkets / retail chains) and Modern On Trade (restaurant / hotel / others ).

This role focuses on building strong partnerships with key MT customers, enabling omnichannel capability, and enhancing consumer shopping experience to accelerate offtake, coverage expansion, and channel productivity. This role works cross-functionally with Heads of Sales (Modern Off Trade & Modern On Trade) to enable successful execution across MT customers and outlets.

The role requires strong expertise in Modern Trade operations, key account partnership, shopper experience development, and omni-channel commercial models.

Key Responsibilities

The role focuses on Modern Trade channel development, partnership capability building, and omnichannel enablement (B2B & Telesales), Distributor Development & Sub-D, Market Execution, and Customer Excellence.   You also lead cross-functional alignment to support smooth implementation and act as a change champion to drive adoption and consistency across the channels.

Key Tasks & PICOS (Picture of Success)

1. Lead Integrated RTC Strategy Deployment: Translate RTC strategy into actionable plans for Modern Off Trade and Modern On Trade channels, ensuring alignment with commercial priorities and key partner strategies.
2. Drive Omnichannel Engagement: Leverage B2B/B2B2C platforms, telesales, and digital tools to improve service level, strengthen customer engagement, and enable seamless omnichannel sales.
3. Strengthen Modern Trade RTC Model: Develop and optimize distribution, partnership models, and route-to-market capabilities across Modern Off Trade and Modern On Trade
4. Elevate Execution Excellence in Field: Deploy and monitor sales capability programs to ensure frontline readiness, execution discipline, and consistent in-store execution through coach-the-coach and capability assessment frameworks.
5. Champion Customer & Shopper Experience: Lead initiatives to enhance customer experience and consumer shopping experience in modern trade, ensuring strong brand visibility, planogram compliance, and impactful shopper activation.
6. Build Future-Fit Organization & Capability: Develop modern trade capabilities and foster a data-driven, change-ready culture across teams by strengthening JBP capability, retail execution excellence, and digital adoption.
7. Strengthen Cross-functional Collaboration & Sales Ways of Working: Promote strong collaboration across Sales, Trade Marketing, D&T, and Head Office teams to ensure RTC initiatives are aligned, embedded into daily sales operations, and executed with shared ownership.

Key contacts

Internal:

• Head of Modern Off Trade
• Head of Modern On Trade
• Head of Sales
• Sales Leadership Team
• Trade Marketing
• Customer Marketing
• Digital Commerce / B2B
• RTC functional team

External:

• Modern Trade retail chains
• Horeca chains and modern outlets
• Distributor & sub Distributor partners (for MONT)
• Merchandising service providers

Challenges:

• Typical problems:
• Vision alignment
• BU readiness
• Transformation agenda vs. short term objectives
• Most complex problems:
• Change resistance

Position profile:

• Bachelor or higher of major Business Administration, Sales & Marketing or any relevance majors
• Understands how business works and connects RTC initiatives to commercial outcomes.

Experience / skills required

• 5+ years of operative commercial experience
• Preferred background in:
  • Modern Off Trade (Key Account / Retail Chains)
    • Modern On Trade / Horeca channel
    • Sales Planning & execution
    • Digital Deployment Experience: b2b, SFA

Functional Competencies:

1. Route-to-Market Strategy & Understanding: The ability to drive the availability of our products and service our customers via an optimal mix of direct, indirect and digital channels, optimizing total value chain profitability.
2. Business Acumen: Understands how business works and connects RTC initiatives to commercial outcomes.
3. Digital Sales & Platform Management: Ability to deploy and optimize digital sales platforms (eB2B, Telesales, B2B2C).
4. Key Partner & JBP Management
5. Ability to assess, develop, and manage distributor and sub-D capabilities, Modern Trade partners
6. Sales Capability Deployment & Field Execution: Ability to deploy capability programs and drive frontline adoption.
7. Data & Performance Management: Ability to interpret data and translate insights into action

Other:

1. Communication & Influence: To clearly convey strategy, build alignment across functions, and motivate teams to execute effectively.
2. Problem Solving & Critical Thinking: Enables root cause analysis, resolution of operational challenges, and development of practical solutions.
3. Collaboration & Stakeholder Engagement: Essential for working with Sales, Trade Marketing, D&T, Head Office, and Distributors/Sub-Ds to ensure smooth execution.
4. Adaptability & Resilience: Required to navigate constant changes in market conditions, technology, and operating models.
5. Coaching & People Development: To build team capability, especially among regional managers and frontline leaders.
6. Time & Priority Management: Helps manage multiple initiatives simultaneously and ensure on-time, in-full (OTIF) execution.

*** By clicking the "Submit Application" button, you agree to allow HVN to collect and process your personal data in accordance with HVN’s Personal Data Protection Policy, which is publicly available on HVN’s official website.Visit https://heineken-vietnam.com.vn/en/privacy-center/ for more information.

#LI-DNI