Senior Manager, Route to Market

The primary responsibilities of the Senior Manager, Route to Market (RTM) Manager, involve leading, developing, and executing RBNA’s Route to Market strategy. This role focuses on streamlining and optimizing key initiatives through close collaboration with leadership in Santa Monica (SaMo) and Business Unit (BU) Distribution. Over recent years, the Distribution business has experienced significant growth with the addition of Broadline, eCommerce, Warehouse Direct, and Natural channels, expanding beyond its traditional Direct Store Delivery-focused model.

The Route to Market strategy is designed to achieve RBNA’s sales objectives, including optimizing assortment, expanding reach, advancing channel strategies, and outperforming competitors, as part of the goal to maintain the best distribution network in North America across both On-Premises and Off-Premises channels. A successful Senior RTM Manager will take ownership of the strategy, influence its implementation, and continuously refine Red Bull’s Route to Market approach, ensuring added value to the distribution network while driving overall success.

RESPONSIBILITIES
Areas that play to your strengths

All the responsibilities we’ll trust you with:
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• LEAD ROUTE TO MARKET STRATEGY & PLANNING

  Design, develop, and implement a route-to-market strategy aligned with business needs.

  Lead annual Route-to-Market (RTM) assessments and business planning sessions across all channels.

  Provide support to commercial leadership during the Route-to-Market planning cycle to ensure proper prioritization, preparedness, and allocation of field force resources.

  Ensure that the RTM strategy aligns with the overall channel strategies.

  Execute and evaluate RTM performance by distributor and channel, providing insights to the RBNA Leadership Team.

  Conduct financial analysis to calculate the Return on Investment (ROI) for the RTM process and share findings with key stakeholders.

  Lead Route-to-Market transition projects by assisting commercial leadership with national tools and resources.

• LEAD PROJECT REACH

  Lead the project aimed at expanding Red Bull’s numeric distribution.

  Develop strategies to align RBNA with the appropriate network partners for expansion.

  Oversee the cross-functional team (Off Premise & On Premise) responsible for driving new distribution efforts.

  Perform financial analyses on the Return on Investment for Reach Initiatives and share results with key stakeholders.

• DISTRIBUTION MANAGEMENT

  Identify alternative Routes to Market (RTMs) to support scalable Reach expansion.

  Negotiate contracts with new partners by collaborating with the legal and trade finance teams on contract specifics and potential future partnerships. Enhance existing partnerships through renegotiations and renewed agreements.

  Develop strong and mutually beneficial business plans at the corporate level with national and regional partners. Provide monthly updates on progress versus goals, along with an actionable plan to achieve targets.

  Attend relevant trade shows and conferences to establish connections and gain insights into industry trends that influence business planning and contract negotiations.

  Collaborate with other departments as necessary to ensure seamless transactions.

  Establish and manage budgets for Broadline partners, consistently analyzing return on investment (ROI) and cost per case.

  Oversee the Value Chain while ensuring distributors effectively contribute to the network’s growth and efficiency.

• COMMUNICATION & STAKEHOLDER MANAGEMENT

  Maintain strong alignment with RBNA Distribution leadership by actively engaging them for input and collaboration in enhancing program design and implementing changes to the Route-to-Market (RTM) strategy and reach.

  Collaborate with the Director of National Distribution Strategy and the Vice President of Distribution to review progress, co-design solutions, and recommend improvements to the Route-to-Market approach.

  Work with Shared Services teams (e.g., Finance, IT, Legal) to gather inputs, review financial and legal matters, and jointly design and implement program communication and delivery.

  Ensure the program strategy is consistently aligned with RBNA Sales leadership, channel strategies, and related programs.

  Develop and share best practices to support organizational efforts effectively.

• KEY PERFORMANCE INDICATORS

  Develop, implement, and maintain a monthly Route-to-Market effectiveness scorecard.

  Ensure the timely delivery of all Route-to-Market projects to SaMo and field stakeholders.

  Expand Red Bull’s numeric distribution to achieve annual reach goals.

  Support Route-to-Market transitions without any regrettable losses.

  Monitor distributor sales strategies and plans to ensure alignment with established guidelines and annual targets.

EXPERIENCE
Your areas of knowledge and expertise

that matter most for this role:

• 8-10 years of relevant experience in Consumer Packaged Goods (CPG) or Consulting, including at least 2 years focused on Distribution and Route-to-Market projects.
• In-depth knowledge of various routes to market and familiarity with the retail landscape, covering both regional and national chains.
• Highly skilled and proficient in Microsoft Excel and Microsoft PowerPoint; expertise in financial modeling is an added advantage.
• Empowered worker with a proven track record of successfully managing projects from ideation to implementation.
• Strong communication and stakeholder management skills; highly organized.
• Strategic thinker with robust business acumen.
• Self-motivated, entrepreneurial mindset, and capable of working independently.
• Demonstrated ability to lead, manage, and motivate distributors.
• Exceptional negotiation and influencing skills.
• Experience working with big data, conducting statistical analysis, and deriving actionable insights is desirable.
• Proven ability to support and facilitate cross-departmental interdependencies.
• Sales-oriented with a thorough understanding of sales drivers and the connection between data and sales execution.
• Outstanding negotiation, analytical, and numerical skills combined with strong business acumen.
• BA required; MBA preferred
• Fluent in English, additional languages an advantage

• Travel 20-30%
• Permanent
• Benefits eligible

WHERE YOU’LL BE BASED
Santa Monica California , United States

United States Red Bull North America