Route to Market Strategy Manager - Traditional Trade

Who We Are

Suntory is a global leader in consumer-packaged goods, renowned for producing and distributing a uniquely diverse portfolio of beverages, premium spirits, beer, wine, and wellness products throughout the world. With a history dating back to 1899, we are driven by a profound purpose: to inspire the brilliance of life, by creating rich experiences for people, in harmony with nature.

Suntory PepsiCo Vietnam Beverage (SPVB) is a strategic alliance between PepsiCo Inc. and Suntory Holdings Ltd. since 2013.

At Suntory PepsiCo VietNam Beverage, we are committed to creating a diverse, equitable, and inclusive workplace for all employees. We strive to provide equal opportunities for employment, development, and advancement regardless of race, color, religion, gender, gender identity or expression, sexual orientation and age. We are continuously working to cultivate an environment that is free from discrimination, harassment, and bias, and we welcome all individuals to apply for roles at Suntory PepsiCo.

What You'll Do

- TT RTM strategy & portfolio direction

- Own the TT RTM strategy and its contribution to MTP and AOP, translating growth priorities into strategic choices, initiatives, investment requirements and measurable outcomes.

- Develop the national roadmap by geography and outlet segment, balancing market potential, customer needs, execution capability, productivity and cost-to-serve.

- Frame strategic options and business cases for leadership decisions, with clear assumptions, trade-offs, risks and implementation implications.

2. Coverage architecture & service-model design

- Define SPVB’s strategic framework for TT coverage, route structure, service frequency, route workload and direct, indirect or assisted service models.

- Lead Customer Service Architecture design, pilots and performance reviews; recommend where and how SPVB should expand, redesign or optimize coverage.

3. Outlet segmentation & distribution intelligence

- Own the outlet-segmentation framework and integrate DMS/SFA, Census/e-Census, location and external market data into a single fact base for RTM decisions.

- Lead the annual Census agenda and convert outlet potential, channel and geographic insights into acquisition, replacement, service and investment priorities.

4. DCR operating model & execution strategy

- Shape the TT DCR operating model, including role design, ways of working, segmentation, capability, tools, recognition and income/incentive principles.

- Connect DCR design with TU, Perfect Store, range selling, SFA enablement and field capability to strengthen execution quality and productivity.

5. RTM transformation & digital enablement

- Lead strategic TT RTM workstreams from problem framing and solution design through pilot, review, scale-up recommendation and transition to operations.

- Define business requirements, KPI logic, readiness criteria, change impacts and adoption plans with RTM Operations, Sales, Finance, SIS/IT, APAC and external partners.

6. Performance governance & executive decision support

- Build the fact base for coverage, service, headcount, productivity, investment and cost-to-serve decisions; convert analysis into clear management insights and recommendations.

- Govern the TT RTM portfolio through milestones, decision rights, risks, actions and performance reviews; escalate issues and sponsor corrective action where required.

7. Enterprise influence & organizational capability

- Serve as the focal point for TT RTM Strategy, aligning Sales, RTM Operations, DMP, TMKT, RGM, Finance, PCU, SIS/IT, Sales Capability, APAC and external partners.

- Ensure effective handover from strategy to execution through standards, communication, field feedback and capability transfer.

- Lead and develop the TT RTM Strategy team by setting priorities, assuring delivery quality, coaching strategic capability and building succession.

8. Perform other duties assigned by the line manager.

What You need to be successful

- Strong FMCG Route-to-Market or channel expertise, including distribution, coverage, route planning, distributor operations and frontline execution.

- Demonstrated ownership of strategic planning, annual business planning and complex cross-functional transformation.

- Experience designing coverage, service and frontline operating models and leading pilots through scale-up decisions.

- Ability to integrate commercial, operational, market and financial data into strategic options, business cases and executive recommendations.

- Strong governance, risk-management and change-leadership experience.

- People-management or formal team-lead experience.

- Strategic judgement and enterprise-wide thinking.

- High ownership and autonomy in leading a national agenda.

- Strong influencing, facilitation, negotiation and executive communication.

- Ability to manage ambiguity, challenge constructively and align diverse stakeholders.

- Coaching and organizational capability-building mindset.

- Business-level English and fluent Vietnamese.

- Advanced Excel and PowerPoint; working knowledge of DMS/SFA and BI tools.

- Willing to travel nationally and work with frontline teams and distributors.

- Willingness to travel nationally and work directly with frontline teams and distributors.

Our DEI Commitment

At Suntory, we recognize that diverse knowledge, perspectives, and backgrounds contribute to our collective success. We are committed to fostering a diverse, equitable, and inclusive workplace where all individuals can bring their whole selves to work every day, regardless of race, color, religion, gender identity or expression, sexual orientation, disability, neurodiversity, or differing abilities, age, or any other protected characteristic.

Our recruitment and selection processes are designed to highlight what Suntory offers as an employer while allowing candidates to share their unique skills and experiences. We understand that career trajectories vary, and if you believe your experience/background can benefit our team, we encourage you to apply. We endeavor to make our interview process as inclusive as possible and offer reasonable accommodations as needed. Together, we can cultivate a workplace where everyone can thrive and propel our mission of Growing for Good.