Director, Channel Strategy - Keurig

Job Overview:

The Director of Channel Strategy is responsible for leading the development of annual and long‑range (3‑Year) channel‑specific strategic plans for Large Format and Club Retailers into actionable initiatives that support KDP commercial priorities, unlock value within the channel, and drive increased revenues and profits for KDP. This individual will direct efforts to provide channel guidance by defining and implementing strategies and plans for the DSD Cold KDP Portfolio through a collaborative effort with internal stakeholders:
National Retail Sales (NRS), Revenue Growth Management (RGM), Category Management, Category Commercialization, Omni Marketing, Insights, and Route to Market (RTM) teams. This person will be part of a team that serves as a center of excellence in understanding and identifying channel business opportunities and developing strategies and solutions to capitalize. Finally, this individual will manage efforts to execute priority channel commercialization initiatives, monitor performance to identify highest value at stake opportunities/gaps and work directly with NRS to develop plans of action to address.

The ideal candidate will bring 8+ years of CPG experience and have led commercial efforts in the development, implementation, and measurement of strategic channel plans across the commercial organization. Knowledge of the beverage industry specifically would be considered a plus.

Position Location: Frisco, TX (Hybrid role 3 days in the office, 2 days work from home)

Reports To: Sr. Director, Channel Strategy

The key areas of focus for this role include strategic planning, performance optimization, channel assortment and innovation, and communication and integration.

• Collaborate with NRS, Shopper Insights, Category Commercialization, RGM teams and RTM representatives, to develop and implement innovative channel specific, occasion‑based price package plans, growth initiatives and set the national direction.
  • Includes, but not limited to, brand, price/package direction, channel merchandising and package standards, activation priorities and looks of success
• Responsible for the leadership and oversight of development, implementation, and achievement of annual business plans within assigned channel
• Accountable for program leadership within assigned channel and align feedback from key stakeholders
• Manage communication and coordination of channel strategic plans and initiatives via channel playbooks within the organization. Provide communications and updates to senior management to support channel initiatives.
• Collaborate with NRS, RGM and Category Commercialization teams to develop channel specific package and innovation strategies and initiatives to address unmet current and future consumer/shopper needs that drive price realization resulting in improved company, RTM system and customer profitability.
  • Internal lead to ensure channel specific priority packages and innovations are executed to plan.
• Work closely with Category Commercialization and Omni Marketing to ensure innovative marketing communications strategies (ex. in‑store POS, digital/mobile) and merchandising solutions address channel needs and are designed to drive increased consumer purchases, systems and customer revenues.
• Analyze channel plan performance throughout the year working with NRS, RGM and Category Management on weekly/monthly routine highlighting performance vs. objectives, identify ongoing customer‑related needs and provide recommendations for corrective actions.
• Serve as subject matter expert (SME) for the channel at key internal and external meetings.
• Develop and maintain partnerships with internal senior management stakeholders, NRS teams, DSD Franchise, Center of Excellence teams, across all routes to market to drive alignment and influence decision making.
• Gather and share data from all pertinent internal and external sources to demonstrate exceptional knowledge of the customer, channel and Keurig product categories.
• Provide direction, coaching and development of direct report (Managers, Channel Strategy)

• Salary range: $155,000 - $220,000
• Actual placement within the…