Director, Channel Strategy & Commercialization

Job Overview

Director of Channel Strategy & Commercialization is responsible for informing and implementing the annual and long‑range (3‑Year) channel‑specific strategic plans and all commercialization efforts in support of the Warehouse Direct (WD) Cold business unit, which includes all Keurig Dr Pepper brands across Juice, Apple Sauce, Mixers, & Drink Mix categories (e.g. Mott’s). This role will be a member of the WD Cold leadership team and will direct a team that serves as the primary intersection (lead) between Supply Chain, Marketing, Sales & Commercial teams.

It translates brand and category plans into highly effective commercial selling tools and solutions that deliver on channel‑specific opportunities to drive profitability and sustainable growth. The team leads cross‑functional development of annual commercial playbooks that provide specific selling materials & direction by category / channel. It manages priority channel initiatives, monitors performance, and works directly with the selling organization to address opportunities/gaps with new plans of action as needed.

Reports To:

President, Energy, Juice, and Drink Mix Brands

• Lead the annual cross‑functional planning process to develop commercial playbooks by category / channel, to be delivered & presented at the annual Keurig Dr Pepper National Sales Meeting. Inclusive but not limited to:
  • Category insights & strategies
  • Consumer insights & brand plans
  • Innovation launches
  • Consumer programs & execution
  • Channel insights & strategies
  • RGM priorities (price‑pack initiatives)
  • Selling priorities & sources of growth (inclusive of KPI’s)
  • Selling materials & "look‑of‑success" clarity
• In partnership with Marketing, coordinate and develop materials for annual Voice‑of‑Customer (VOC) meetings with select retailers to present & receive early feedback on multi‑year innovation pipelines and priorities
• Provide commercial expertise & input to Marketing teams on all innovation & consumer programs to ensure channel/customer specific considerations & requirements met
• Identify channel/customer specific opportunities for profitable growth and lead internal actions to deliver (shopper insights, selling materials, commercialization of new price‑packs, etc.)
• Lead new price‑pack commercialization projects through the Keurig Dr Pepper Stage Gate process to ensure effective and timely execution of gate requirements (feasibility assessment, development, commercialization, & launch of new packs)
• Steward merchandising solutions to enable best‑in‑class displays in retail (shoppable pallets, shippers, supporting point‑of‑sale)
• Support sales teams in the preparation & delivery of Joint Business Planning (JBP) meetings with retailers (customized insights & selling materials, samples, in‑person attendance & presentation responsibilities as needed)
• Lead the SKU lifecycle management process, including assortment optimization, item rationalization, and cross‑functional decision‑making to improve portfolio health, executional focus, and profitable growth
• Identify top‑talent and provide on‑going direction, coaching, and development of direct reports (Manager & Sr. Managers)

• Minimum 10 years of Sales, Marketing, and/or Commercial leadership experience
• Experience in consumer goods (CPG) or retail products strongly preferred, and beverage industry knowledge a plus
• Bachelor’s degree from an accredited US or international university; MBA Preferred
• Strong leadership skills, including strategic thinking, project leadership, collaboration, ability to influence, ability to manage ambiguity
• Proven track record of coaching, developing, and leading others
• Self‑motivated and driven with the ability to lead and deliver results in a fast‑paced and changing environment
• Strong analytical thinking and problem‑solving skills with excellent communication skills (ability to simplify the complex and provide clarity across written, oral, & visual communications) Outstanding collaboration skills, with proven ability to work with multiple stakeholders across business lines to manage expectations and accomplish shared goals
• Familiarity and ability to leverage IRI/Nielsen, Numerator, & other 3rd…