Route to Market (RTM) Manager
Route to Market (RTM) Manager
The Route-to-Market (RTM) Manager is responsible for designing, optimizing, and executing an effective route-to-market strategy that maximizes product availability, strengthens distribution effectiveness, and enhances sales force productivity across indirect channels. The role partners closely with HQ, Field Sales, Sales Operations, and distributors to translate commercial strategy into best-in-class in-market execution and deliver sustainable, profitable growth.
This position requires a strong balance of field immersion and analytical rigor, with a minimum of 60% of time spent in-market to diagnose execution gaps, coach teams, and drive continuous improvement, and 40% dedicated to analysis, reporting, and strategic planning to ensure data-driven decision-making and scalable RTM excellence.
What we ask
- Bachelor’s degree in Business, Marketing, or a related discipline, with 5–8 years of experience in FMCG sales, Sales Force Effectiveness (SFE), or Route-to-Market (RTM) management.
- Strong field sales exposure with proven experience working closely with RSMs, DMs, and distributors to drive execution excellence and improve outlet productivity.
- Solid understanding of RTM strategy and channel management, including distributor management, territory planning, coverage optimization, and trade deployment.
- Data-driven and commercially astute, with the ability to analyse sell-in/sell-out trends, identify distribution gaps, assess pricing architecture, and recommend actionable growth plans.
- Strong stakeholder management and leadership skills, with the ability to influence cross-functional teams and align cross-functional stakeholders toward common business objectives.
What we offer
- Unique company culture of Dutch heritage and international presence
- Competitive salary & benefits package
- A team of talented and passionate innovation enthusiasts as sparring partners
- Cross disciplinary career growth learning opportunities
- Hybrid working arrangement
Vacancy description
RTM Strategy & Design
Develop and optimize RTM models for indirect channels.
Define distributor structures, coverage models, call frequencies, and service levels.
Identify opportunities to improve market coverage, efficiency, and cost-to-serve.
Sales Operations & Execution
Translate RTM strategy into clear execution guidelines for field teams.
Drive outlet universe management, segmentation, and prioritization.
Ensure the effective rollout of RTM initiatives, pilots, and transformation programs.
Support NPD launches, promotional execution, and Perfect Store deployment.
Act as the key liaison between HQ strategy and field execution.
Distributor & Partner Management
Collaborate with distributors to improve operational effectiveness and compliance.
Establish KPIs, performance dashboards, and governance routines.
Support distributor capability building and process improvement initiatives.
Lead business reviews with distributors using data analytics and market insights.
Field Sales Capability
Conduct regular field visits to assess in-market execution and identify growth opportunities and gaps.
Provide training and coaching to enhance field sales team capabilities and execution standards.
Systems, Tools & Analytics
Lead RTM-related system enhancements (e.g., DMS, CRM, and analytics tools).
Ensure data accuracy and consistency across outlet, sales, and coverage data.
Leverage insights to drive improvements in productivity and execution effectiveness.
Continuous Improvement
Monitor market performance and execution effectiveness.
Drive productivity and efficiency initiatives (e.g., route optimization, manpower deployment, and incentive alignment).
Lead change management efforts to support the adoption of new RTM ways of working.
Team Details
See all colleagues on LinkedInFor thousands of people every day, we are more than just a dairy company. To our farmers, our employees, the communities we serve, the businesses we work with and the people to whom we bring happiness, FrieslandCampina means something more. For them it's not just about what we do, but who we are.
We value talented people from any background who want to contribute to something bigger than themselves. We encourage all of our employees to make decisions that benefit our entire company. At FrieslandCampina we own our own career and act accordingly. We trust you to make a difference in your job and influence the bigger picture. Working at FrieslandCampina means you are contributing to a better world.