Channel Marketing Manager, HORECA at Coca-Cola

Role Purpose

• The HORECA Channel Marketing Manager is responsible for defining and accelerating the long-term growth agenda for the Away-From-Home channel by developing category, customer, and occasion strategies that unlock profitable growth and premiumization opportunities across hotels, restaurants, bars, lounges, nightclubs, membership clubs, and emerging consumption spaces.
• The role serves as the strategic bridge between portfolio priorities and commercial execution, shaping consumer experiences, consumption occasions, and route-to-market strategies that strengthen market leadership.
• The Channel Marketing Manager will identify future growth opportunities through data-driven insights, strategic partnerships, revenue growth management, and best-in-class customer engagement programs.

Responsibilties
Channel Growth Strategy and Business Leadership:

• Lead the development of the HORECA channel vision, long-range strategy, and annual business plan, identifying key growth platforms, emerging trends, and white-space opportunities.
• Shape the future consumption agenda by identifying new occasions, premiumization opportunities, and channel expansion initiatives.
• Define channel priorities that accelerate volume, net revenue, market share, profitability, and value creation.
• Partner with Revenue Growth Management and Commercial teams to optimize portfolio mix, pricing architecture, and promotional investments.

Consumer and Occasion Strategy:

• Develop consumer-centric occasion strategies that drive recruitment, frequency, and premium consumption.
• Build differentiated experiences around social, dining, entertainment, and nightlife occasions.
• Translate consumer, shopper, and customer insights into scalable growth initiatives.
• Identify and commercialize emerging trends in mixology, premium beverages, and experiential marketing.

Strategic Partnerships and Ecosystem Development:

• Build and manage strategic partnerships with premium spirits companies, hospitality groups, restaurant chains, entertainment platforms, and key industry players.
• Lead joint business planning initiatives that unlock mutual value and accelerate growth.
• Establish long-term partnerships that strengthen channel influence and competitive advantage.
• Identify partnership opportunities that extend brand relevance and consumer engagement.

Commercial Excellence and Revenue Management:

• Drive portfolio premiumization and profitable growth through customer-specific strategies and investment optimization.
• Own channel investment strategy, ensuring DME allocation maximizes ROI and strategic impact.
• Develop frameworks to measure commercial effectiveness, incrementality, and return on marketing investments.
• Influence customer negotiations through compelling selling stories and data-driven recommendations.

Channel Execution and Capability Building:

• Define and continuously evolve HORECA execution standards, outlet segmentation, and Picture of Success frameworks.
• Embed execution excellence by partnering with Sales and Capability teams to drive adoption and consistency.
• Lead capability-building programs that strengthen customer engagement, premium selling, and outlet execution.
• Champion digital transformation and analytics to improve channel performance visibility and decision-making.

Strategic Success Criteria:

• Strategic thinking and ability to shape long-term channel direction.
• Strong understanding of premiumization, occasion-based marketing, and category development.
• Ability to identify market disruptions and emerging consumer trends.
• Expertise in customer economics, revenue growth management, and commercial modeling.
• Proven ability to influence senior stakeholders and external partners.
• Experience leading transformation initiatives and building high-performing ecosystems.
• Strong understanding of hospitality economics and the evolving consumer experience landscape.

Is This You?

• 7+ years' experience in FMCG Sales, Trade Marketing, Channel Marketing, or Customer Marketing.
• Proven experience developing and executing channel strategies within HORECA/OOH environments.
• Experience managing cross-functional stakeholders, agencies, and external partners.
• Experience in Alcoholic Beverages, Premium Spirits or Food and Beverage.