Traditional Trade & Business Development Lead BNLX

Overview:

The Traditional Trade & Business Development Lead BNLX is accountable for building and leading a scalable BNLX Traditional Trade growth platform. The role has a clear dual mandate: deliver disciplined execution and acceleration of the established NL 3-year cell-by-cell TT roadmap, while defining the Belgium TT strategy, GTM model and execution roadmap required to unlock a structurally underdeveloped channel. In the Netherlands, the focus is on Year 2 acceleration, development of converted outlets, continued outlet acquisition and strengthening of the TT GTM model. In Belgium, the role will translate proven NL learnings into a market-specific strategy, build the required channel capabilities and establish a clear execution model. This role is critical to unlocking significant whitespace growth for PepsiCo across BNLX, particularly in ethnic, regional wholesale and broader traditional trade channels.

• Own delivery of BNLX Traditional Trade AOP targets across volume, net revenue, profitability and market share.
• Lead, coach and develop the TT field sales force, ensuring strong execution discipline, capability building and delivery against individual and channel targets.
• Design and operationalize the BNLX TT field structure required to drive outlet conversion, outlet revenue development and scalable execution across NL and BE.
• Define the BNLX TT GTM approach, leveraging NL best practices while building the BE wholesale strategy across regional wholesalers, preferred national partners and strategic data-sharing partnerships.
• Develop, execute and continuously optimize the BNLX TT Perfect Store agenda in partnership with the Perfect Store team, including the investment choices required to secure double-digit growth.
• Act as the BNLX TT channel lead for European wiring, best-practice sharing and translation of relevant BU learnings into NL execution and BE strategy development.

Responsibilities:

• Business

Accountable for the delivery, development and strategic acceleration of the BNLX Traditional Trade customer and outlet portfolio. Key responsibilities include:

• Deliver AOP commitments across volume, net revenue and NOPBT for total categories within budget.

• Identify, prioritize and convert high-potential outlets, while developing recently converted outlets to drive sustainable incremental revenue.

• Build and execute strategic partnerships in priority TT sub-channels, including ethnic and regional wholesale partners.

• Execute Year 1 of the strategic partnership with Van Dijk as a Tier 1 preferred wholesaler and codify learnings for broader BNLX scale-up.

• Establish robust performance tracking and reporting, enabling daily visibility of team performance, outlet conversion, revenue development and execution quality.

• Build strong internal wiring across shopper, marketing, finance and sales, and strengthen external networks to accelerate channel development.

• Lead the Year 2-3 cell-by-cell roadmap and translate it into a clear TT channel plan across BNLX.

• Negotiate, implement and follow up annual agreements with relevant TT partners, ensuring commercial discipline and value creation.

• Develop deep TT channel expertise across customer strategy, GTM structure, channel economics and execution requirements.

• Use market data and partner data-sharing to build fact-based insight on market potential, PepsiCo footprint, channel evolution and future growth opportunities.

• Organization

• Represent the TT channel in relevant sales and cross-functional forums, ensuring customer strategy, channel priorities and execution implications are clearly embedded in business planning.

• Lead the TT channel team with strong ownership, commercial discipline and an entrepreneurial mindset.

• Connect with Sector and European TT teams to shape and contribute to the broader European TT channel ambition.

• Leverage proven TT models from other markets, such as Turkey and Spain, and translate relevant strategies into the BNLX context.

Qualifications:

• Strong combination of strategic thinking and hands-on execution leadership.
• Results-oriented growth leader with clear communication, high ownership and strong commercial drive.
• Strong communication, influencing and relationship management skills across senior stakeholders, cross-functional teams and external partners.
• Strong business acumen and P&L mindset, with ability to balance growth, profitability and investment choices.
• Transformational mindset: able to challenge the status quo, simplify complexity and define how PepsiCo wins in underdeveloped channels.
• Strong analytical and conceptual skills, with ability to translate strategy into clear priorities, execution plans and measurable outcomes.
• Graduate / University degree or equal through experience
• Minimum 6 years of FMCG experience, ideally with exposure to sales leadership, customer development, route-to-market or channel strategy.