GTM Senior Manager, Sales Bus Development

PepsiCo · Beijing

Overview

Lead the development and implementation of optimized and effective GTM model and selling systems to drive business; Drive transformative growth by designing and executing end-to-end GTM strategies across the East Region. Lead distributor ecosystem development, multi-category expansion, and data-driven market activation to maximize numerical distribution and share growth; drive national business plan and execution model development and land in Divisions.

Responsibilities

1. Coverage Network Architecture & Deployment

Strategic Footprint Expansion:
Execute city-tier evolution roadmaps (RU/AU) to activate target markets ("white cities") aligned with AOP objectives. Design and deploy future-back RCD/GTM frameworks, including dedicated distributor models validated through P&L analysis.
Distributor Ecosystem Development:
Upgrade SPOKE partners to full RCD status via UM collaboration. Implement BU-defined RCD assessment frameworks and satisfaction surveys to qualify distributors, reduce churn, and enhance collaboration.
Data-Driven Optimization:
Lead DIS project implementation leveraging big data analytics to enhance indirect business operations. Develop tools to optimize frontline sales execution and wholesale/B2B management.

2. Distributor (RCD) Lifecycle Management

Performance Governance:
Conduct regular RCD business reviews tracking KPIs (service levels, ROI, coverage depth). Develop improvement plans for underperforming distributors and report on network effectiveness.
Capability Building:
Deliver training programs on trade terms negotiation, inventory management, and Perfect Store execution. Create enablement toolkits including ROI calculators and shelf-planogram guides.
Relationship Stewardship:
Guide LKA annual contract negotiations (pricing, promotions, shelf allocation) and support UM teams in daily RCD issue resolution.

3. Market Activation & Channel Strategy

Priority Market Execution:
Lead market activation initiatives to build model cities/stores in strategic markets (West Region & lower-tier cities). Ensure Perfect Store compliance through audits and optimize ATL investments against consumption hotspots.
Emerging Channel Development:
Decode and pilot new channel models (Away-from-Home, Discount, B2B), developing tailored GTM blueprints based on consumer/industry insights.
Local Key Account Leadership:
Direct key strategy, investments, JBPs and guide daily LKA operations; build frontline management model

4. Multi-Category GTM Strategy

Design specialized RCD networks and investment models. Manage multi-category distributor segmentation, terms, and capability portraits. Support internal PEP organizational design for operational efficiency.
Architect end-to-end value chains and develop specialized RCD networks. Collaborate with Marketing/Trade Marketing on pack-price architecture and promotional strategies.

5. GTM Model Innovation

Pilot future-back execution models (e.g., service provider partnerships, IDT MD frameworks) through rigorous P&L analysis.
Iterate pilot designs based on field feedback and scale successful models across divisions.

6. Business Planning & Execution Rigor

Business planning methodology and execution Leadership:
Build a methodology and guide division setting AOP targets, prioritizing projects, and allocating investments. Develop scorecards tracking numerical distribution, SOS/SOM, and RCD health.
Performance Monitoring:
Deliver monthly/quarterly business reviews with variance analysis. Design national planning systems for coverage building blocks and SKU distribution tracking.

7. Capability & Ecosystem Development

Team Upskilling:
Implement Distributor University (DU) curricula covering RCD management, data analytics, and negotiation. Certify frontline teams on Perfect Store standards.
Knowledge Sharing:
Launch digital platforms for best-practice playbooks, RCD case studies, and DIS project templates.
Cross-Functional Integration:
Align with Supply Chain on distribution center strategy, Marketing on promotional calendars, and Finance on investment ROI thresholds.

Qualifications

Bachelor Degrees & above, over 10-year working experience in FMCG sales area, have GTM planning experience will be a plus
Executive maturity, High integrity & values driven
Strong understanding of China FMCG trade structures – MT/TT/wholesale
Rich frontline experiences in business management, distributor management and operations
Excellent problem solving intrinsics with analytical skills and clear structured thinking to define problems and frameworks
Strong & persuasive communication skills, influencing &collaboration skills
Executive maturity, high integrity & values driven
Strong English communication and business presentation skills, with high attention to details
Willing to travel extensively to have first hand understanding of issues across China