Overview

Role Overview

Lead the Demand Acceleration agenda across BCCA (Belarus, Caucasus, Central Asia), driving delivery of growth and AOP (Annual Operating Plan) commitments through proactive performance management, risk mitigation, and growth acceleration initiatives. As a newly established strategic capability, this role will build and embed the Demand Acceleration Planning function across the region, defining processes, governance, and cross-functional ways of working that strengthen business performance and decision-making.

Partnering across Marketing, Insights, Commercialization, Shopper Activation & Category Management, Perfect Store, Sales, Revenue Growth Management, Finance, Supply Chain, and IBP, the role serves as a critical link between short-term Sales Operations & Execution (SOE) performance and mid-term business planning, translating insights into actions and measurable business outcomes. The role also plays a key role in aligning category and channel priorities, integrating Marketing and Sales plans, and ensuring cross-functional resources are focused on the highest-value growth opportunities across the portfolio.

Responsibilities

1. Own Demand Acceleration Agenda

• Lead the Demand Acceleration agenda across BCCA by establishing a structured Risk & Opportunity management process across markets, channels, and categories.

• Drive identification, prioritization, and tracking of commercial initiatives to close performance gaps and accelerate growth.

• Create visibility of business risks and growth opportunities through performance reviews, governance routines, and actionable insights.

• Ensure delivery of growth and AOP commitments through proactive performance management and cross-functional alignment.

Drive Demand Acceleration Governance & Business Integration

• Convert category growth strategies into channel and customer priorities, ensuring alignment of Marketing, Sales, and commercial plans to maximize execution effectiveness and business impact.

• Integrate commercial initiatives, launch calendars, and growth programs into a cohesive Demand Acceleration agenda across categories and channels.

• Monitor category, channel, customer, and portfolio performance versus plan, identifying business risks and growth opportunities through SOE analytics and commercial insights.

• Translate performance signals into mitigation plans, acceleration initiatives, and strategic recommendations to support delivery of AOP commitments.

• Lead identification and prioritization of growth opportunities across portfolio, channel, customer, pricing, activation, distribution, and execution levers, translating them into actionable business plans.

• Serve as a key contributor to PMR, DMR, and PBR forums, providing commercial perspectives, risk assessments, opportunity pipelines, and growth recommendations across short- and mid-term planning horizons.

• Establish and govern the Demand Acceleration Planning process across BCCA, including performance routines, action tracking, and accountability mechanisms.

• Build and continuously enhance ways of working between DX Planning and IBP, ensuring commercial risks, opportunities, and growth initiatives are effectively reflected in business planning discussions and S&OP decision-making.

• Partner closely with the IBP organization to provide a forward-looking view of commercial performance, demand acceleration initiatives, and growth opportunities, enabling aligned business decisions.

• Ensure outcomes from PMR, DMR, PBR, and S&OP forums are translated into clear actions, ownership, and measurable business impact.

• Facilitate alignment across Sales, Category, Shopper Marketing, Revenue Growth Management, Finance, Supply Chain, and IBP teams to accelerate demand and unlock sustainable growth.

3. Lead Demand Acceleration Capability & Ways of Working

• Establish best practices, tools, and governance standards for Demand Acceleration across BCCA.

• Build organizational capabilities in performance management, Risk & Opportunity assessment, and growth acceleration.

• Foster a culture of proactive opportunity identification, accountability, and action-oriented decision-making.

• Identify, codify, and scale best practices across markets to drive continuous improvement and business impact.

4. Team Management

• Lead and develop the Demand Acceleration Planning team.

• Foster a high-performance culture focused on accountability, collaboration, speed, and business impact.

• Ensure effective prioritization of growth initiatives and resource allocation across markets.

• Coach and develop team capabilities to support long-term organizational success.

Success Measures

Business Impact

• AOP delivery support through Demand Acceleration initiatives.

• Risks & Opportunities realization.

• Incremental Net Revenue generated through mitigation and growth acceleration actions.

Capability & Process Development

• Successful establishment of the Demand Acceleration Planning capability across BCCA.

• Adoption of Demand Acceleration governance, routines, and ways of working across markets.

• Successful integration of DX Planning into commercial and planning decision-making processes.

• Strong DX Planning–IBP partnership and decision-making effectiveness.

Organizational Impact

• PMR/DMR effectiveness and action plan execution.

• Cross-functional alignment and accountability.

• Demand Acceleration best-practice adoption across markets.

Qualifications

• Higher education in Economics, Business, Finance, Marketing, Supply Chain, or a related field.

• Minimum 5 years of FMCG experience across Commercial Planning, Business Performance Management, Marketing, Sales, Revenue Growth Management, Finance, Supply Chain, IBP, or related functions.

• At least 2 years of people management experience.

• Proven track record of driving business performance and delivering growth through cross-functional initiatives.

• Strong analytical skills with the ability to translate data into actionable business insights, recommendations, and decisions.

• Strong stakeholder management, influencing, and communication skills, with the ability to align senior leaders around common business priorities.

• Experience building new processes, governance, and ways of working in a complex matrix organization.

• Advanced Excel and PowerPoint skills; experience with analytical and reporting tools (e.g., Power BI) is a plus.

• English and Russian proficiency at Upper-Intermediate level or higher.