RTM Manager

The Route to Market Manager is responsible for designing, implementing, and continuously improving Royal Canin Indonesia’s route-to-market strategy across PSRO, VET and PRO businesses. The role ensures that products are available in the right channels, customers, locations, and formats to deliver sustainable growth, excellent customer experience, and optimal cost-to-serve.

This role partners closely with Sales Team, Marketing, Demand Planning, Distributor Manager, Finance, Customer Care, and external distributors to strengthen market coverage, improve sales-force effectiveness, enhance customer segmentation, and build scalable commercial capabilities in line with Royal Canin’s growth ambitions.

1\. Route-to-Market Strategy and Channel Development

•

Develop, execute and monitor an integrated route-to-market strategy across PSRO, VET and PRO

businesses, aligned with Royal Canin Indonesia’s commercial priorities and growth agenda.

• Define the optimal channel architecture, customer segmentation, coverage model, and service

approach for each business pillar.

• Identify opportunities to expand market reach, strengthen customer access, improve distribution

quality, and increase penetration in priority cities and territories.

• Lead periodic reviews of channel performance, distributor capability, customer coverage, and

market white spaces to identify opportunities and risks.

• Establish clear principles for channel roles, customer ownership, territory allocation, and go-to market execution.

2\. Distributor and Customer Coverage Excellence

• Work together with Distributor Manager to drive the development and continuous improvement

of distributor management frameworks, including distributor selection, performance governance,

capability assessment, and business reviews.

• Ensure distributors have effective coverage models, sales capabilities, inventory management, and service standards to support Royal Canin’s growth objectives.

• Partner with Sales teams to improve outlet universe mapping, customer segmentation, call

frequency, route planning, and territory productivity.

• Strengthen execution discipline across traditional trade, pet specialty retail, veterinary clinics,

breeders, and other relevant professional channels.

3\. Sales Force Effectiveness and Commercial Productivity

• Lead initiatives to optimize sales-force deployment, account allocation, territory design, call plans, workload balance, and sales productivity.

• Develop tools, processes, and dashboards to support sales teams in managing customer portfolios, route plans, conversion, and execution priorities.

• Partner with commercial leaders to define and monitor key productivity indicators, including customer coverage, call effectiveness, active customer base, sales per call, conversion, and cost-to serve.

• Recommend changes to organization design, team structures, role clarity, and resource allocation where needed to improve commercial impact.

• Support capability-building initiatives for sales teams and distributors on route-to-market

fundamentals, customer segmentation, execution excellence, and performance management.

4\. Data, Insights, and Performance Management

• Build a strong fact-based route-to-market culture by leveraging internal sales data, customer

information, field insights, and market intelligence.

• Develop regular business reviews and dashboards to assess channel health, customer coverage,

distributor performance, sales-force productivity, and execution quality.

• Translate data and field insights into practical recommendations for commercial teams and

leadership.

• Track the effectiveness and return on investment of route-to-market initiatives, ensuring actions

deliver measurable business results.

• Identify early warning signals, performance gaps, and emerging market opportunities, and

recommend timely corrective actions.

5\. Cross-Functional Collaboration and Transformation

• Work closely with PSRO, VET and PRO commercial leaders to ensure route-to-market strategies

address the unique needs of each business while enabling cross-channel alignment.

• Partner with Marketing and Demand Planning to ensure customer activation, product launches,

assortment, availability, and promotional activities are supported by an effective execution model.

• Collaborate with Finance on cost-to-serve analysis, investment prioritization, business cases, and

financial evaluation of route-to-market initiatives.

• Lead or support major commercial transformation projects, including new channel development,

distributor model changes, sales-force redesign, systems implementation, and process simplification.

• Champion change management by engaging stakeholders, communicating clear rationale, and

ensuring adoption of new ways of working.

Qualifications

• Bachelor's degree in Business, Marketing, Supply Chain, Finance, or related field.
• Minimum 7–10 years of relevant experience in commercial strategy, sales operations, customer development, distribution management, route-to-market, or business transformation.
• Experience in FMCG, consumer healthcare, pet care, retail, or a customer-facing commercial environment is preferred.
• Strong understanding of multi-channel distribution models, distributor management, sales-force effectiveness, and customer segmentation.
• Experience working across multiple customer channels, including retail, specialty, professional, and/or veterinary-related businesses, is highly preferred.
• Demonstrated experience leading cross-functional projects and influencing senior stakeholders.
• Strong analytical capability, with confidence in using sales data and commercial insights to make recommendations.