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.