Location(s):
Singapore
City/Cities:
Singapore
Travel Required:
26% - 50%
Relocation Provided:
No
Job Posting End Date:
March 17, 2026
Shift:
Job Description Summary:
Reports to: VP C&CL ASP OU
KEY WORKING PARAMETERS
Focus, Scope & Impact
- Lead the transformation and modernization of the Value to Market (VTM) and Route to Market (RTM) model across the ASP Operating Unit, with a focus on unlocking long-term growth and commercial advantage.
- Act as the system catalyst for innovation in VTM, through identification, piloting, and scaling of new models (e.g., eRTM platforms, advanced analytics, alternative RTM partnerships, emerging digital tools).
- Champion digital and data-driven approaches to RTM, including the design and delivery of reporting frameworks, dashboards, and decision-support tools to elevate customer and channel performance.
- Drive transformational projects that identify gaps and future-proof capabilities in collaboration with cross-functional teams, bottlers, and global partners.
- Provide expert advisory support to ASP leadership and the VTM community to ensure transformation initiatives are owned, integrated, and operationalized.
IMPACT
- Deliver measurable improvement in market reach, portfolio optimization, and margin expansion by accelerating the adoption of new VTM practices.
- Enhance system agility and responsiveness by embedding digital and technology-forward approaches in outlet targeting, segment strategies, and channel execution.
- Foster a strong experimentation culture—propose, launch, and scale pilots for breakthrough VTM approaches, capturing learnings and codifying them into repeatable playbooks.
- De-risk transformation efforts by aligning plans to organizational strategy, resource allocation, and talent development (but without direct line management accountability).
- Act as a senior project leader and influential peer for strategic system change initiatives.
SCOPE
- Individual contributor, no direct reports.
- Senior Operating Unit influencer with cross-system and cross-functional project leadership responsibilities.
- Peer to Senior Director, Value to Market – both roles collaborate on system priorities but have differentiated mandates (Transformation/Innovation vs. Core Strategy/Execution).
KEY SUCCESS PARAMETERS
Experience:
- 10+ years’ leadership in RTM, VTM, or Commercial Planning; experience launching new commercial models, major change initiatives, or digital transformation in FMCG, RTM, or similar.
- Proven track record in transformation or project-based leadership (ideally both strategy design and execution).
- Advanced analytical, digital, and innovation skills; comfort with modern data tools and performance frameworks.
- Desirable: hands-on experience with bottler operations, channel development, and commercialization of new business models.
Work Focus:
- Leading complex change across the system without direct report accountability.
- High project management capability: able to navigate and influence a matrixed environment, mobilize resources, and ensure buy-in at all levels.
- Strong relationship-building skills and the ability to challenge the status quo for breakthrough outcomes.
Communication Focus:
- Communicate complex, future-oriented VTM concepts and transformation opportunities to senior leadership, cross-functional teams, and external partners.
- Actively participate in forums and working groups to champion innovation, provide insight, and drive alignment across all key stakeholder groups.
KEY KNOWLEDGE REQUIREMENTS
Mastery Of (Required):
- Value to Market Transformation
- Digital & Data Analytics
- Innovation Cycle Management
- Portfolio & Segment Strategy
- Commercial Execution in Evolving Environments
Broad Expertise In (Good to Have):
- System Economics
- Customer and Channel Management
- Commercial Finance
- Project & Change Leadership
- External Partnerships/ Ecosystem Orchestration
Skills:
Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.