OMNICHANNEL COMMERCIAL MANAGER
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Job Summary
JOB MISSION:
The Omnichannel Commercial Manager is responsible for developing and embedding a strong omnichannel commercial model within the Business Unit by leveraging all non-field sales channels including Tele Sales eB2B / Super App WhatsApp Marketplaces and future digital platforms.
This role ensures these channels are fully integrated with the traditional Field Sales model to deliver a seamless and customer-centric commercial experience.
The position contributes to commercial growth by:
- Ensuring strong alignment between Commercial BTS Operations and Group teams.
- Driving the deployment adoption and performance of omnichannel commercial solutions including CRM.
- Accelerating digital ordering adoption across customers.
- Enabling a scalable omnichannel operating model that improves efficiency customer engagement and revenue generation.
DESCRIPTION OF THE FUNCTION:
The Omnichannel Commercial Manager acts as the commercial orchestrator of all non-field sales channels within the Business Unit.
The role bridges Commercial teams BTS Operations and Group functions to ensure effective deployment adoption and performance of omnichannel commercial solutions.
Key purposes of the function include:
Omnichannel Commercial Strategy
- Contribute to the definition and evolution of the BU Omnichannel Strategy aligned with Group priorities.
- Support the development of the Omnichannel roadmap covering digital ordering channels and CRM capabilities.
- Ensure the integration of new commercial channels within the existing Route-to-Market model.
Deployment of Digital Commercial Solutions
- Co-lead the implementation and evolution of digital commercial solutions including:
- eB2B / Super App
- Tele sales platforms
- Marketplaces and future digital channels
- CRM / SFA solutions
- Translate business requirements into clear implementation plans together with BTS and Group teams.
Channel Performance & Commercial Impact
- Co-own business plans and growth targets for each omnichannel solution.
- Monitor and analyze omnichannel KPIs including adoption sales contribution and customer engagement.
- Identify performance gaps and drive improvement initiatives.
Adoption & Change Management
- Engage with Field Sales teams and customers to drive adoption of new channels.
- Support training and capability building initiatives.
- Ensure consistent communication and alignment with RTM and commercial teams.
Operational Excellence
- Ensure effective day-to-day management of omnichannel solutions.
- Coordinate BTS business stakeholders and external partners.
- Guarantee the operational integration of digital channels with traditional sales processes.
MAIN JOB FUNCTIONS
Omnichannel Strategy & Governance
Contribute to BU omnichannel strategy definition
Support the development of the omnichannel roadmap aligned with Group priorities
Ensure alignment between omnichannel initiatives and RTM strategy
Represent the BU in omnichannel governance forums with Group teams
Deployment of Omnichannel Commercial Solutions
Co-lead deployment of new commercial channels (eB2B telesales WhatsApp ordering marketplaces)
Define and structure business requirements for digital commercial solutions
Ensure coordination between Commercial BTS Operations and external partner
Support CRM/ SFA deployment and adoption within the Business Unit
Participate in testing validation and continuous improvement of digital platforms
Channel Performance Management
Define omnichannel KPIs (adoption sales contribution engagement service levels)
Monitor channel performance and prepare performance reporting
Identify performance gaps and define improvement initiatives
Support data-driven decision making using commercial insights
Adoption & Commercial Activation
Drive adoption of omnichannel solutions among Field Sales and customers
Collect structured customer feedback and insights from the field
Support training initiatives for internal teams and external users
Coordinate digital activation campaigns promotions and loyalty initiatives
Operational Management
Ensure operational excellence of omnichannel platforms
Coordinate internal stakeholders and external partners
Ensure integration between digital channels and traditional sales operations
Monitor service quality and customer experience across channel
EDUCATIONAL AND OTHER SPECIFIC TRAINING REQUIREMENTS:
Indicate in this section the formal education requirements as well as other specific training requirements (English Computer literacy etc.)
- Fluent in English – French Spanish or Portuguese is a plus.
- Strong FMCG field commercial experience with deep understanding of Routeto-Market dynamics and field sales operations.
- Strong field orientation with a genuine interest in spending time in the market to understand customer needs operational realities and frontline challenges
- Strong communication and stakeholder management skills with the ability to interact effectively across all organizational levels.
- Strong attention to detail with a structured and disciplined approach to work.
- Proficiency in Microsoft Office tools particularly Excel and PowerPoint.
- Ability to work effectively in a fastpaced and evolving environment.
- Knowledge of CRM systems and digital commercial platforms (eB2B tele sales omnichannel solutions) is a plus.
- Training or experience in project management methodologies is an advantage.
AREAS OF EXPERTISE AND YEARS OF EXPERIENCE:
- 8 years of experience in Commercial Digital CRM/SFA or Omnichannel environments.
- Experience in FMCG / Consumer Goods sector preferred.
- Strong understanding of Routeto-Market and Field Sales operations.
- Proven experience managing crossfunctional projects.
- Ability to influence stakeholders across commercial and technology functions.
- Ability to “make things happen” with experience in teamwork & building relationships based on trust
