Senior Director, Channel Strategy

The Senior Director of Channel Strategy is responsible for leading the development of annual and long-range channel-specific strategic plans into actionable initiatives that support KDP commercial priorities, unlock value within all Direct Store Delivered channels, and drive increased revenues and profits for KDP. The ideal candidate understands that true value creation, both for our customers and the company, is built upon a long-term, shared vision of growth that is grounded in consumer and shopper needs/occasions and informed by leading edge category and channel insights. This individual will work seamlessly across multiple functions (e.g., National Retail Sales (NRS), Revenue Growth Management (RGM), Category Management, Category Commercialization, Partners, Brand Marketing, OMNI marketing, Insights, and Route to Market (RTM)) within Keurig Dr Pepper to develop actions and implement recommended strategies for all cold DSD beverage categories and channels of trade. Additionally, this leader spearheads our Business Communications discipline which includes our trade events, like FMI and NACS. Finally, this individual will manage efforts to execute priority channel commercialization initiatives, monitor performance to identify highest value at stake opportunities/gaps and work with sales to develop plans of action to address.

The ideal candidate will bring 10+ years of CPG experience and have led commercial efforts in the development, implementation, and measurement of strategic channel plans across the commercial organization. We are looking for a team player who has strong problem solving and communication skills, the ability to generate retail-ready insights, as well as, the demonstrated experience to lead teams and drive outcomes. Knowledge of the beverage industry specifically would be considered a plus. 

Position Location: Frisco, TX HQ (Hybrid role 3 days in the office, 2 days work-from-home) and requires 20% travel.

Reports to: Senior Vice President - DSD Commercial & Partners. 

Responsibilities

• The key areas of focus for this role include strategic planning, performance optimization, channel assortment and innovation, communication and integration.
• Collaborate with NRS, Shopper Insights, Category Commercialization, RGM teams and RTM representatives, to develop and implement innovative channel specific 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 across beverage categories/brands/channels
• Deliver against annual and long-term KPI’s including base brand acceleration, successful innovation sell-in and expansion, distribution, share while achieving revenue and profit growth targets
• Manage communication and coordination of channel strategic plans and initiatives via Trimester Priorities and channel playbooks within the organization. Provide communications and updates to senior management to support channel initiatives.
• Partner cross-functionally to develop category, brand and/or initiative specific selling stories with leading-edge consumer, shopper and category insights to be delivered at our annual National Sales Meeting and ongoing throughout the year
• Serve as subject matter expert (SME) for DSD delivered channels at key internal and external meetings
• Lead the development and implementation of KDP’s presence at trade events like NACS and FMI Strategic Executive Exchange, while also responsible for maintaining KDP’s internal commercial communications platform, The Source.
• Analyze channel plan performance throughout the year working with NRS, RGM and Category Management, identify ongoing customer-related needs and provide recommendations for corrective actions
• Develop and maintain partnerships with internal senior management stakeholders across NRS teams and all routes to market to drive alignment and influence decision making
• Provide direction, coaching and development of direct reports

• BS/BA degree and a minimum 10 years of experience in channel strategy, commercial planning, NRS or related function; MBA Preferred
• Experience in CPG, Beverage, Retail or related industries required
• 5+ years’ experience applying financial modeling and analysis, strategic problem solving, and business plan development
• Strong leadership skills with ability to influence at senior leadership levels and quickly gain credibility
• Outstanding collaboration skills, with proven ability to work with multiple stakeholders across business lines to accomplish shared goals and manage expectations
• Analytics experience – ability to draw insights and actions from data; high degree of expertise with both Circana/Nielsen POS and Numerator Panel
• Strong change management capabilities with a proven track record to not only embrace change but drive it
• Demonstrated project leadership with the ability to learn and adapt quickly while managing the details to deliver against overarching goals
• Proven track record of coaching, developing and leading others
• Excellent oral and written communication skills

Keurig Dr Pepper (NASDAQ: KDP) is a leading beverage company in North America, with a portfolio of more than 125 owned, licensed and partners brands and powerful distribution capabilities to provide a beverage for every need, anytime, anywhere. We operate with a differentiated business model and world-class brand portfolio, powered by a talented and engaged team that is anchored in our values. We work with big, exciting beverage brands and the #1 single-serve coffee brewing system in North America at KDP, and we have fun doing it!

Together, we have built a leading beverage company in North America offering hot and cold beverages together at scale. Whatever your area of expertise, at KDP you can be a part of a team that’s proud of its brands, partnerships, innovation, and growth. Will you join us?

We strive to be an employer of choice, providing a culture and opportunities that empower our team of ~29,000 employees to grow and develop. We offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development, while ensuring you feel valued, inspired and appreciated at work.

Keurig Dr Pepper is an equal opportunity employer and recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sexual orientation, gender identity, gender expression, age, disability or association with a person with a disability, medical condition, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law.