VP, Commercial Strategy & Transformation

The VP, Commercial Strategy & Transformation leads the Commercial Growth engine for International Markets. This role integrates Channel Strategy, Digital Commerce & Media, Revenue Growth Management, and Commercial Transformation into one unified organization. The mission is clear: define the HOW of commercial growth - and ensure markets grow better, not just bigger. Markets own the DO: execution, activation, customer engagement, and P&L delivery. This role defines the frameworks, guardrails, tools, and performance discipline that enable markets to win - by archetype and by priority market.

Strategic Accountability This role operationalizes the International Markets growth model:

• Penetration-first growth
• HERO SKU focus
• Distribution as the moat
• RTM simplification
• Margin expansion (+2 pts margin, -2 GTN)
• Growth channel acceleration (TT, Discounters, eCommerce, Pharma)
• Archetype-based deployment
• Priority markets focus within each archetype

Core Responsibilities

1. Architect the Commercial Growth Model

• Translate corporate strategy into archetype-based commercial playbooks.
• Define clear growth priorities for Anchor & Build, Defend & Optimize, White Space, and Turnaround markets.
• Ensure priority markets receive focused enablement and acceleration.
• Maintain alignment between portfolio, channel, pricing, and digital strategy.

2. Lead the Four Commercial Pillars A. Channel & Route-to-Market Strategy: Channel architecture, Distributor models & governance, Commercial policy guardrails, RTM simplification B. Digital Commerce & Media: Digital shelf excellence, Retail media effectiveness, Marketplace P&L discipline, Content acceleration C. Revenue Growth Management: Pricing philosophy & corridors, GTN governance, Grey goods prevention logic, Analytics-driven profitability, Mix optimization D. Commercial Transformation & Performance: KPI architecture aligned to archetypes, Sales incentive alignment, Capability model by market maturity, Governance cadence and performance visibility. Ensure these four pillars operate as one integrated growth system - not separate silos.

3. Drive Profitable Growth Discipline

• Ensure growth translates into margin improvement.
• Embed GTN control and trade discipline.
• Reduce portfolio complexity.
• Align incentives with penetration and margin logic.
• Protect pricing power while expanding access.

4. Focus on Priority Markets

• Identify and oversee acceleration plans in key markets per archetype.
• Ensure resource allocation matches strategic intent.
• Lead structured commercial reviews of priority markets.
• Intervene where performance deviates structurally.

5. Simplify the Operating Model

• Eliminate duplication between global and markets.
• Clarify DO vs HOW ownership.
• Reduce reporting complexity.
• Accelerate decision-making.
• Build a scalable commercial governance framework.

6. Executive Influence & Alignment

• Serve as primary commercial partner to International GMs.
• Align with Finance on margin architecture and profitability tracking.
• Partner with Strategy, Legal, HR, and IT.
• Present commercial performance insights to ExCom.

Success Metrics This role is measured on system impact - not isolated functional KPIs. Growth Quality

• Penetration increase in priority markets/HERO SKU distribution expansion/Mix accretion

Margin Discipline

• +2 pts margin improvement/ -2 GTN reduction/ Price realization vs corridor

Simplicity

• Portfolio rationalization/Reduction in reporting complexity/Clear DO vs HOW accountability

Adoption

• % markets using archetype-based playbooks
• Incentive alignment to strategy
• Capability maturity improvement

• 15+ years commercial leadership experience
• Strong background across multi-market FMCG environments
• Deep understanding of RTM, pricing, trade investment, and digital commerce
• Proven transformation leadership experience
• Experience working across developed and developing markets
• Strong financial acumen and margin mindset

Leadership Capabilities

• Systems thinker (integrates Channel, Digital, RGM, Performance)
• Balances global discipline with local pragmatism
• High executive presence
• Courage to challenge markets constructively
• Drives simplification without losing rigor
• Builds strong, integrated leadership team

Join BIC World, a community of brands dedicated to creating ingeniously simple and joyful products that have been part of hearts and homes for over 75 years. We are committed to growing our iconic and innovative brands by reimagining everyday essentials in new, sustainable, and responsible ways. Our culture encourages a "roll up your sleeves and get the job done" mindset, ensuring self-starters, problem solvers, and innovative thinkers can truly thrive. At BIC World, you are empowered to take ownership of your career and use your unique perspective to make a meaningful, global impact on our mission.