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.