Head of Route to Market CoE (Can be based Amsterdam, Paris, Uxbridge, Madrid)

About your role

Head of Route To Market & Digital Commercial Transformation.. Based Amsterdam, London, Madrid or Paris

Design how sales execution works across Europe

This is not a sales execution role.
This is a system‑design leadership role at the heart of Suntory Beverage & Food Europe’s commercial ambition.

As Head of Route to Market & Digital Commercial Transformation, you will architect how sales execution works across Europe — designing the Route to Market (RTM) models, field sales standards, productivity frameworks and digital foundations that enable our Business Units to execute consistently, efficiently and at scale.

Sitting within the Regional Commercial Excellence Centre of Expertise, this is a rare, senior role for a leader who thinks in systems, not silos. You will not run day‑to‑day delivery. Instead, you will act as the strategic conductor — setting direction, defining the rules of the game and enabling markets to perform in very different commercial realities.

Your impact will come through clarity, influence and scale, not hierarchy.

About the opportunity

Suntory Beverage & Food Europe is raising its ambition for Route to Market excellence. This role exists to provide senior, system‑level leadership at the intersection of:

• Route to Market design
• Field sales optimisation and execution standards
• Digital and data‑enabled commercial transformation

You will operate where strategy, sales execution and digital transformation collide, ensuring strong alignment between:

• European commercial ambition
• Local Business Unit priorities and AOPs
• Commercial, Digital and IT transformation agendas

You will hold end‑to‑end accountability for the European Route to Market architecture, including:

• RTM Design & Architecture
  Defining how Route to Market is designed, governed and scaled across SBFE — including segmentation, coverage models, service levels and cost‑to‑serve logic.
• Field Sales Optimisation & Execution Standards
  Designing common sales execution principles, productivity models and KPI frameworks that raise performance and consistency across markets.
• RTM Frameworks & Playbooks
  Creating clear, pragmatic RTM standards and toolkits that markets can actually execute — balancing standardisation with local flexibility.
• Digital RTM Backbone
  Partnering with IT and Digital to define European standards for CRM, Salesforce Automation (SFA), data, AI, automation, image recognition and vendor strategy — with a strong focus on adoption and value creation.
• eB2B / D2C Vision
  Architecting a future‑focused European eB2B and D2C vision, piloting in selected markets and scaling what works.
• Transversal Transformation Initiatives
  Governing, prioritising and industrialising critical RTM and sales transformation initiatives across Europe.

You design the system. Markets run it.

About you

You are a senior, credible commercial leader who:

- Influences across the matrix without formal reporting lines

- Brings structure and clarity to complex, ambiguous challenges

- Is trusted by Sales Directors, BU leaders, Digital and IT

- Thinks long‑term and at scale

- Is comfortable being “alone in the role” - and motivated by building a legacy, not the size of your team

What You’ll Own

- The European Route To Market architecture: how RTM is designed, governed and scaled

- Clear, pragmatic RTM frameworks and standards that markets can actually execute

- Common sales execution and KPI standards that raise the bar across Europe

- The digital RTM backbone – Customer Relationship Management, Salesforce Automation, data, AI, automation and vendor strategy

- A future‑focused Electronic Business-to-Business (eB2B) / Direct to Consumer (D2C) vision, piloted and scaled across markets

- Critical transversal RTM initiatives, from pilot to industrialisation

You design the system. Markets run it.

What's in it for you

- A high impact regional role shaping how Route To Market excellence is defined and delivered across Europe

- Work directly with senior Business Unit and regional leaders

- Leave a structural, long‑term legacy in commercial capability

- A role that values thinking, influence and collaboration over hierarchy

- Flexible European location (Amsterdam, London (Uxbridge), Paris, Madrid)

- Be part of Suntory’s ambition to become a world‑leading next‑generation global beverage companies

What You need to be successful

• Senior experience in Route To Market, Commercial Excellence transformation or Digital Commercial Transformation with experience in designing Sales optimisation structures and frameworks
• Strong background in FMCG or consumer goods within a regional or global role
• Proven track record designing and scaling RTM models, field sales frameworks or sales effectiveness programmes across multiple markets
• Demonstrable experience in raising the bar in Salesforce execution and KPI Standards
• Tools and Digital RTM enablement (defining European standards for CRM, Sales force Automation (SFA), AI, Automation, image recognition and vendor strategy)
• Experience in leading Asset and Equipment strategies
• Strong commercial credibility from either a sales leadership or transformation background
• Confidence operating in complex, matrixed, Centre of Excellence environments – with regional or international experience preferred (please note this role could involve up to 50% travel)

This role is centred on designing and scaling European Route to Market systems rather than leading sales or marketing execution. For this reason, we will focus our search on candidates with RTM architecture and digital transformation experience only, rather than progressing candidates in current category management, marketing management or sales management roles.

Our DEI Commitment

At Suntory, we recognize that diverse knowledge, perspectives, and backgrounds contribute to our collective success. We are committed to fostering a diverse, equitable, and inclusive workplace where all individuals can bring their whole selves to work every day, regardless of race, color, religion, gender identity or expression, sexual orientation, age, or any other protected characteristic.

Our recruitment and selection processes are designed to highlight what Suntory offers as an employer while allowing candidates to share their unique skills and experiences. We understand that career trajectories vary, and if you believe your experience/background can benefit our team, we encourage you to apply. We endeavor to make our interview process as inclusive as possible and offer reasonable accommodations as needed. Together, we can cultivate a workplace where everyone can thrive and propel our mission of Growing for Good.