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Job description

You will be entrusted with the end-to-end management and strategic growth of the Away-From-Home channel.

• You will have complete responsibility for the financial performance, achieving revenue and profit targets.
• You will be tasked with executing the annual business plan and translating high-level channel strategy into actionable initiatives.
• You will focus on driving growth within focused AFH customers, Coffee/Tea Chains, Quick Service Restaurants (QSR), Travel (Airline, Train, hotel), and branded partnership for Away-From-Home Channels.

You will own the growth of our portfolio through deep customer collaboration and solution-oriented approaches. You will:

• You champion the "Lotus Biscoff inside" strategy by working directly with key accounts to integrate our product portfolio into their core menu and operational framework.
• You will build tailored business solutions—from product co-creation and culinary assistance to operational integration—ensuring comprehensive partnership success.
• Ultimately, you drive the key business outcomes of increased basket penetration and significant revenue growth.

• You own and strengthen commercial relationships with prioritized Away-From-Home end customers, with a primary focus on Quick Service Restaurants (QSR), Bakery & Deserts, Coffee/Tea Chains, Travel (Airline & Train), and branded partnership.
• You will manage distributors to ensure seamless on-time, in-full delivery, accurate invoicing, and operational excellence.
• Ensure flawless execution of the Customer Business Plan, building a perfect Lotus Biscoff 1P with coffee moment and/or Lotus Biscoff inside experience for customers and consumers.

• Responsible for the sales forecast by customer, brand, and SKU, working closely with logistics and the distributor to ensure a solid demand planning process that aligns with business goals.

The AFH Manager will closely co-operate with the Category Development Team in China and Asia as well as global AFH team to ensure that all business is done in line with our brand guidelines.

• You partner with the Category Development Team and the global AFH team to guarantee all initiatives are fully aligned with our brand strategy.
• You will leverage resources from across the organization by collaborating with all relevant functions to ensure comprehensive and sustainable business development.
• You will serve as a key liaison, connecting with the Global Brand & Customer Development department at headquarters in Belgium and with international colleagues to share best practices and drive global alignment.

The AFH Manager will conduct regularly review channel and customer performance against financial and strategic targets.

• You perform regular analyses of AFH customer and distributor to track performance by daily / monthly /quarterly via various sales reports.
• You will provide timely insights and recommend corrective actions to senior management to ensure all P&L objectives are met or exceeded.