Route to Market Analyst

About the role

The Route to Market (RTM) Analyst analyses, evaluates and optimises commercial distribution and go-to-market strategies across the region of Cameroon, Gabon, CAR, Chad, Equatorial Guinea and the Republic of Congo. The role gives data-driven insight to improve channel efficiency, grow market share and strengthen the company's position against competitors, partnering with sales, trade marketing, supply chain and finance teams.

Key responsibilities

• Map and audit the end-to-end distribution network across the six markets, covering traditional trade, modern trade, wholesale and informal channels, and propose corrective RTM interventions
• Model and evaluate alternative RTM structures such as direct versus indirect distribution, van sales and third-party logistics
• Benchmark RTM performance against competitor footprints in target markets
• Build and maintain RTM dashboards and scorecards on KPIs such as weighted/numeric distribution, outlet universe size, strike rate, out-of-stock rate and secondary share of shelf
• Run regular sell-in vs. sell-out analyses and analyse pricing compliance, promotional uptake and trade terms effectiveness
• Produce monthly and quarterly RTM performance reports for senior management and cross-functional teams
• Monitor competitor activity, category trends and consumer behaviour, and produce competitive landscape reports
• Support the assessment, selection and performance review of distributors and sub-distributors, and collaborate with field sales to validate outlet census data
• Work with Trade Marketing on the ROI of in-store activations, with Supply Chain on stock and logistics alignment, and with Finance on RTM investment cases

Required profile

• Bachelor's degree in Business Administration, Economics, Statistics, Marketing or a related field
• Minimum 3-5 years of experience in sales analytics, commercial analysis or RTM roles in an FMCG environment
• Demonstrable experience with multi-country markets in sub-Saharan Africa
• Experience with distributor management and secondary sales data; prior exposure to seasoning, beverages or other FMCG categories
• Experience in the markets of Cameroon, Gabon, CAR, Chad, Equatorial Guinea and the Republic of Congo
• Bilingual French (core) and English desirable

Required skills

• Data analysis tools such as Excel, Power BI or Tableau
• Familiarity with Nielsen, IRI or similar retail audit data
• Working knowledge of SAP, Salesforce or equivalent ERP/CRM systems