Route to Market Analyst

The Route to Market (RTM) Analyst is responsible for analysing, evaluating, and optimising the commercial distribution and go-to-market strategies across Cemac (Cameroon, Gabon, Car, Chad, Eq Guinea, Rep of Congo). The role provides data-driven insight to improve channel efficiency, grow market share, and strengthen the company's competitive positioning against key players. The analyst partners with sales, trade marketing, supply chain, and finance teams to translate commercial data into actionable RTM recommendations. Key ResponsibilitiesRTM Strategy & Analysis Map and continuously audit the end-to-end distribution network across Cemac markets, covering traditional trade, modern trade, wholesale, and informal channels. Identify gaps in reach, coverage, and numeric distribution, and propose corrective RTM interventions. Model and evaluate alternative RTM structures (e.g., direct vs. indirect distribution, van sales, third party logistics) to improve service levels and cost efficiency. Benchmark RTM performance against competition footprints in target markets. Data Analytics & Reporting Build and maintain RTM dashboards and scorecards tracking KPIs including weighted/numeric distribution, outlet universe size, strike rate, out-of-stock rate, and secondary share of shelf. Conduct regular sell-in vs. sell-out analyses to identify distributor pipeline risks and opportunities. Analyse pricing compliance, promotional uptake, and trade terms effectiveness across channels and markets. Generate monthly and quarterly RTM performance reports for senior management and cross functional teams. Competitive IntelligenceMonitor competitor activity including pricing, promotions, distribution changes, and new product launches.Track category trends and consumer purchasing behavior shifts across Cemac.Produce competitive landscape reports and provide strategic recommendations to the commercial team. Trade Channel & Distributor Management Support Support the assessment, selection, and performance review of distributors and sub-distributors. Analyse distributor sales data to identify underperforming territories, SKUs, and customer segments. Collaborate with field sales teams to validate in-market findings and validate outlet census data. Cross-functional Collaboration Work closely with Trade Marketing to evaluate the ROI of in-store activations and promotions. Partner with Supply Chain to align RTM recommendations with stock availability and logistics capability. Support the Finance team in building commercial RTM investment cases and post-evaluation analyses.Key Qualifications & SkillsBachelor's degree in Business Administration, Economics, Statistics, Marketing, or a related field. Minimum 3–5 years of experience in sales analytics, commercial analysis, or RTM roles within an FMCG environment. Demonstrable experience working with multi-country markets in sub-Saharan Africa. Strong proficiency in data analysis tools (Excel, Power BI, Tableau, or equivalent). Solid understanding of traditional trade and informal distribution dynamics in Central Africa.Experience dealing with distributor management and secondary sales data. Prior exposure to seasoning, beverages, or other FMCG categories. Experience in markets covered: Cameroon, Gabon, Car, Chad, Eq Guinea, Rep of Congo.Familiarity with Nielsen, IRI, or similar retail audit data. Working knowledge of SAP, Salesforce, or equivalent ERP/CRM systems. Bilingual (French core / English desirable)