Director, Transactions Driver

Director, Transactions Driver (SAF)  
Reporting Line: Senior Director, Commercial Execution  

Role Purpose 

The Director, Transactions Driver is accountable for driving incremental consumer transactions across priority channels by accelerating frequency, penetration, and conversion. The role focuses on execution-led demand generation, activating the right levers at the right moment across price, pack, availability, visibility, activation, and route-to-market. This role converts growth ambition into daily commercial actions, ensuring brands win at the moment of purchase and that demand signals are translated into tangible volume and value results. 

Key Outcomes 

• Increased transaction count (buying occasions, baskets, frequency). 

• Improved conversion at point of sale. 

• Faster activation of demand levers across channels. 

• Stronger linkage between consumer demand signals and commercial execution. 

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Key Responsibilities 

Demand & Transaction Acceleration 

- Own the demand acceleration agenda, focusing on frequency, recruitment, and conversion. 

- Identify and activate the most effective transaction drivers including price, pack, promotions, availability, and visibility. 

- Translate demand insights into clear execution plays by channel, occasion, and consumption moment. 

- Prioritize short- and medium-term demand opportunities delivering immediate volume and value impact. 

Commercial Execution & Activation 

- Lead execution of demand-led commercial plans across all priority channels. 

- Partner with RGM, Category, and Customer teams to ensure transaction-focused pricing, packs, and promotions. 

- Drive consistent deployment of activation toolkits, execution standards, and field priorities. 

- Run rapid test-and-learn cycles, scaling winning demand plays quickly. 

Performance Management 

- Own transaction and demand KPIs including frequency, penetration, conversion, and activation uplift. 

- Establish performance cadence to track results and trigger corrective actions. 

- Lead post-activation reviews to sharpen effectiveness and ROI. 

Cross-Functional Integration 

- Integrate Marketing, RGM, Customer Development, Supply Chain, and Field Sales around demand priorities. 

- Ensure availability, supply readiness, and execution capacity support demand plans. 

- Leverage digital and data signals to continuously refine demand plays. 

Leadership & Capability Building 

- Build organizational capability around transaction thinking and execution discipline. 

- Embed a culture of accountability, speed, and continuous improvement. 

Experience & Qualifications 

• 10-15+ years experience in FMCG Commercial, Customer Development, RGM, Sales, or Demand-related roles. 

• Strong track record of driving in-market execution and volume growth. 

• Deep understanding of consumer behavior, shopper dynamics, and point-of-sale levers. 

• Proven leadership across complex, multi-market or franchise environments. 

• High comfort operating with pace, ambiguity, and performance pressure. 

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Critical Capabilities 

• Execution and results orientation. 

• Strong commercial and customer acumen. 

• Deep understanding of transaction drivers. 

• Ability to translate insight into simple, actionable plays. 

• Performance management and KPI discipline. 

• Influential leadership and cross-functional collaboration.