Company: Coca-Cola HBC
Job Title: HORECA Channel Marketing Manager
Location: All Locations
Job Type: Full-time
Job Category: Marketing
Work Arrangement: Hybrid
Experience: 7+ years
Job Description
Coca-Cola HBC is seeking an experienced HORECA Channel Marketing Manager to lead the long-term growth strategy for its Away-From-Home (HORECA) channel. The role focuses on developing category, customer and occasion strategies that drive profitable growth and premiumization across hotels, restaurants, bars, lounges, nightclubs, membership clubs and emerging consumption spaces.
The successful candidate will serve as a strategic link between portfolio priorities and commercial execution, helping shape consumer experiences, consumption occasions and route-to-market strategies while identifying new growth opportunities through data-driven insights, strategic partnerships and revenue growth management.
Key Responsibilities
Channel Growth Strategy and Business Leadership
- Lead the development of the HORECA channel vision, long-range strategy and annual business plan.
- Identify key growth platforms, emerging trends and untapped market opportunities.
- Shape future consumption opportunities through new occasions, premiumization and channel expansion.
- Define channel priorities that drive volume, net revenue, market share, profitability and value creation.
- Work with Revenue Growth Management and Commercial teams to optimize portfolio mix, pricing and promotional investments.
Consumer and Occasion Strategy
- Develop consumer-focused occasion strategies that drive recruitment, frequency and premium consumption.
- Create differentiated experiences around social, dining, entertainment and nightlife occasions.
- Translate consumer, shopper and customer insights into scalable growth initiatives.
- Identify and commercialize emerging trends in mixology, premium beverages and experiential marketing.
Strategic Partnerships and Ecosystem Development
- Develop and manage strategic partnerships with premium spirits companies, hospitality groups, restaurant chains, entertainment platforms and other industry players.
- Lead joint business planning initiatives that create mutual value and accelerate growth.
- Establish long-term partnerships that strengthen channel influence and competitive advantage.
- Identify partnership opportunities that expand brand relevance and consumer engagement.
Commercial Excellence and Revenue Management
- Drive portfolio premiumization and profitable growth through customer-specific strategies.
- Lead channel investment strategy and ensure DME allocation delivers strong ROI and strategic impact.
- Develop frameworks for measuring commercial effectiveness, incrementality and marketing investment returns.
- Support customer negotiations through compelling selling stories and data-driven recommendations.
Channel Execution and Capability Building
- Define and continuously improve HORECA execution standards, outlet segmentation and Picture of Success frameworks.
- Partner with Sales and Capability teams to drive execution excellence and consistency.
- Lead capability-building initiatives focused on customer engagement, premium selling and outlet execution.
- Promote digital transformation and analytics to improve channel performance and decision-making.
Candidate Requirements
The ideal candidate should demonstrate:
- Strong strategic thinking and the ability to shape long-term channel direction.
- Strong knowledge of premiumization, occasion-based marketing and category development.
- Ability to identify market disruptions and emerging consumer trends.
- Expertise in customer economics, revenue growth management and commercial modelling.
- Proven ability to influence senior stakeholders and external partners.
- Experience leading transformation initiatives and developing high-performing business ecosystems.
- Strong understanding of hospitality economics and the evolving consumer experience landscape.
Qualifications and Experience
- Minimum of 7 years’ experience in FMCG Sales, Trade Marketing, Channel Marketing or Customer Marketing.
- Proven experience developing and executing channel strategies within HORECA or Away-From-Home (OOH) environments.
- Experience managing cross-functional stakeholders, agencies and external partners.
- Experience in alcoholic beverages, premium spirits or the food and beverage industry.
How to Apply
Interested and qualified candidates should apply online through the Coca-Cola HBC careers portal.
Apply for HORECA Channel Marketing Manager
Application Closing Date: Not Specified