GTM Coordinator - Distribution Operations

Job Title Go-to-Market (GTM) Coordinator – Distribution OperationsJOB PURPOSE/OBJECTIVESTo lead the planning, execution, optimization, and governance of the company's distribution operations and Route-to-Market(RTM) expansion agenda, with primary responsibility for distributor recruitment and onboarding, distributor capabilitydevelopment, and continuous improvement of distribution performance.The Go-to-Market Coordinator is responsible for translating the company's RTM and distribution strategy into scalable, efficient, and sustainable operating models that expand market coverage, improve product availability, strengthen distributor capability, and enhance sales force and distribution productivity.KEY RESPONSIBILITIES/ACTIVITIES1. RTM Expansion• Lead the end-to-end planning and execution of RTM Expansion and other approved distribution expansion initiatives.• Translate the company's distribution expansion strategy into clear regional and territory-level deployment plans.• Identify white spaces, underserved territories, and high-potential outlet clusters for expansion using marketintelligence, outlet data, sales performance, and geospatial analysis.• Lead the retail zoning, territory design, route creation, and resource estimation required to support sustainableexpansion.• Develop and maintain detailed rollout plans covering geography, outlet opportunity, distributor requirements, salesforce requirements, investment needs, timelines, and expected returns.• Work closely with Regional Sales Managers, Territory Managers, GTM Coordinators, and other stakeholders to ensurereadiness for expansion and timely execution.• Monitor REACH implementation against agreed milestones and proactively identify and resolve executionbottlenecks.• Track the performance of newly activated territories, routes, distributors, and sales resources to ensure theexpansion delivers incremental coverage and commercial growth.• Conduct post-implementation reviews and recommend route optimization, resource reallocation, or changes to theoperating model where required.• Develop clear scale-up recommendations based on pilot results, productivity trends, and return on investment.2. Geospatial Analysis, Retail Zoning & Resource Estimation• Lead the application of geospatial analysis and mapping tools to support distribution planning and decision-making.• Analyze outlet density, customer concentration, market potential, travel patterns, competitive presence, and existingdistribution coverage to identify expansion opportunities.• Define optimal retail zones, distributor catchment areas, sales territories, and route boundaries.• Conduct resource estimation for distributors, Sales Territory Executives, Field Sales Supervisors, Secondary SalesForce, vehicles, and other distribution assets based on outlet universe and market potential.• Use outlet-level data to identify gaps in route density, call frequency, sales force capacity, and service levels.3. Distributor Recruitment, Assessment & Onboarding• Lead the identification and recruitment of new distributors required to support market expansion and replaceinactive or underperforming distribution capacity.• Develop and maintain a robust distributor pipeline across priority markets and white-space territories.• Define and manage a structured distributor assessment process covering financial capacity, infrastructure,warehouse capability, logistics assets, market knowledge, management capability, sales capability, and growthpotential.• Conduct distributor due diligence and business viability assessments in collaboration with Finance, Supply Chain,Sales, and other relevant stakeholders.• Develop distributor business cases, including expected sales potential, investment requirements, resource needs,operating costs, and profitability.• Coordinate the end-to-end onboarding process for newly appointed distributors, ensuring timely completion of allcommercial, operational, system, and compliance requirements.4. Distributor Capability Building & Development• Develop and lead a structured distributor capability-building agenda to strengthen the commercial and operationalcapability of the distribution network.• Identify distributor capability gaps across business management, financial management, sales force management,stock management, warehouse operations, customer service, RTM execution, and use of digital tools.• Develop capability frameworks, training modules, playbooks, and operating standards for distributors and their keyteams.• Coordinate structured onboarding and capability development for new distributors.• Work with Regional and Territory Sales teams to coach distributors on effective sales and distribution management.• Support distributors to build robust business plans, resource plans, and market expansion plans.• Establish regular distributor capability assessments and track improvement against agreed development plans.5. Distributor Operations Management• Oversee the effectiveness and efficiency of key distribution operations across the distributor network.• Establish and monitor standard operating processes covering order management, stock availability, sales forcedeployment, route management, outlet servicing, returns, reporting, and issue resolution.• Work closely with GTM Coordinators and Regional Sales teams to ensure distributors operate in line with agreed RTMprocesses and standards.• Monitor distributor operational readiness, including sales force strength, vehicles, warehouse capacity, stockavailability, systems, and route coverage.• Identify operational gaps and develop improvement plans to strengthen distributor efficiency and service delivery.• Support the resolution of critical distributor issues affecting sales, outlet coverage, stock availability, customerservice, or execution quality.6. RTM Performance Management & Optimization• Own the monitoring and analysis of key RTM and distribution performance metrics across the business.• Track outlet coverage, active outlets, numeric distribution, outlet acquisition, route productivity, call rate, productivecalls, strike rate, sales per route, and sales force efficiency.• Analyze performance trends to identify gaps, productivity issues, and opportunities for improvement.• Develop performance dashboards and scorecards that provide clear visibility of RTM and distribution performance atnational, regional, distributor, territory, route, and sales force levels.• Establish performance benchmarks and productivity thresholds for key distribution resources.• Work with relevant stakeholders to develop and implement corrective actions for underperforming distributors,routes, territories, and sales resources.• Monitor the quality of outlet registration, classification, zoning, and sales force assignment.7. Business Analytics & Data-Driven Decision Making• Lead the analysis of complex sales, outlet, distributor, and RTM data to generate actionable business insights.• Use Power BI, GTM data, SFA data, Excel, geospatial tools, and other analytical platforms to support businessdecisions.• Develop analytical models to assess market potential, route viability, distributor productivity, outlet opportunity, andresource requirements.• Conduct root-cause analysis on significant performance gaps and recommend practical corrective actions.• Translate complex data into clear management insights, recommendations, and decision-ready presentations.• Develop business cases for distribution expansion, distributor investment, resource deployment, and RTMoptimization.• Ensure data integrity and work with relevant teams to address gaps in data quality, completeness, and consistency.• Establish regular analytics routines to proactively identify risks and opportunities within the distribution network.Job RequirementsB.Sc./HND in any disciplineComputer literacy (MS Word, Excel, PowerPoint)ExperienceMinimum of 8 years of relevant FMCG, sales operations, distribution, RTM, commercial strategy, or business operations experienceProven experience in designing, implementing, or managing distribution expansion and RTM initiatives.• Strong experience working with distributors and managing distributor performance, capability, and operational processes.• Demonstrated experience in project management and cross-functional implementation.• Strong analytical experience with the ability to interpret large datasets and translate findings into business actions.• Experience using Power BI, advanced Excel, SFA/GTM systems, and other business intelligence tools.• Experience with geospatial analysis, mapping, territory design, route optimization, or location intelligence tools willbe a strong advantage.SKILLS & COMPETENCIES. Route-to-Market Strategy & Execution• Distribution Expansion & White-Space Identification• Distributor Recruitment & Capability Building• Distributor Operations Management• Business Analytics & Performance Management