Distributors Strategy and Development Manager – Georgia & Armenia

About the role

The Distributors Strategy and Development Manager will lead the execution of go‑to‑market (GTM) strategies and shape the distributor management model across Georgia and Armenia. Working closely with distribution partners, the incumbent will ensure commercial terms, incentive schemes and performance KPIs are applied consistently while driving growth and profitability.

Key responsibilities

• Implement GTM strategies and distributor management frameworks for both markets.
• Maintain daily interaction with distributors, building strong relationships with their leadership teams.
• Ensure compliance with contracts, incentive schemes, discount structures, KPIs and service‑level requirements.
• Analyse distributor performance – sales, market coverage, product availability, in‑store execution, profitability and ROI.
• Conduct regular business reviews, monitor action‑plan execution and adjust targets as needed.
• Identify growth opportunities, business risks and under‑performance areas, and collaborate on corrective actions.
• Support commercial negotiations while aligning with regional strategy and governance standards.
• Optimise the Route‑to‑Market (RTM) model, expand channel coverage and improve distributor effectiveness.
• Implement BCCA regional standards, tools and best practices across both countries.
• Collaborate with Sales, Commercial, Finance, Supply Chain and other cross‑functional teams to achieve sustainable growth.

Required profile

• Bachelor’s degree in Business Administration, Economics or a related field.
• Minimum 5 years of experience in sales, distributor management, commercial operations or a similar function, preferably in FMCG.
• Strong understanding of GTM and RTM principles, commercial terms and distributor KPIs.
• Proven analytical ability to interpret performance data and recommend actions.
• Excellent negotiation, communication and stakeholder‑management skills.
• Ability to build effective partnerships with distributors and internal teams.
• Fluency in Georgian, English and Russian.

Required skills