Head of Modern Trade Channel

The Head of Modern Trade Channel is responsible for leading and developing the channel

(Hypermarkets, Supermarkets, and Key Accounts) to deliver sustainable, profitable growth. This role

drives channel strategy, execution excellence, and customer partnerships while ensuring alignment with

overall company objectives and brand standards.

Key Responsibilities

Channel Strategy & Planning

 Develop and execute the Modern Trade channel strategy aligned with company growth targets.

 Define annual business plans, including volume, revenue, and profitability objectives.

 Lead Joint Business Planning (JBP) with key customers.

 Identify growth opportunities across categories, formats, and customer segments.

Sales & Commercial Management

 Deliver volume and revenue targets for the Modern Trade channel.

 Lead BDAs negotiations with key accounts.

 Monitor and optimize ROI on trade investments and marketing funds.

Customer & Key Account Management

 Build and maintain strong relationships with key Modern Trade partners.

 Drive customer satisfaction and long-term partnerships.

 Lead business reviews and performance discussions with customers.

 Ensure alignment on assortment, pricing, promotions, and activation plans.

Route to Market (RTM) & Distribution Management

 Define and continuously optimize the RTM model for the Modern Trade channel to ensure

maximum coverage, efficiency, and cost-effectiveness.

 Ensure optimal distribution footprint, including:

o Listing of full portfolio SKUs across all key accounts

o Expansion of numeric and weighted distribution

o Effective new product listing and rollout strategies

 Oversee order-to-delivery processes, ensuring high service levels.

 Optimize delivery frequency, drop size, and cost-to-serve across customers.

Execution Excellence

 Ensure best-in-class in-store execution.

 Monitor field execution through regular market visits and audits.

 Collaborate with Trade Marketing to implement impactful in-store activations.