Elevating In-Market Execution with Brand Partners

As part of our continued evolution in our go-to-market operating model, BTC partnered with Brand Partners to manage merchandising field-force operations, effective April 2026. This move reflects a strategic shift to strengthen execution by combining BTC’s commercial leadership with specialized operational expertise.

BTC will continue to lead all aspects of merchandising execution, including planning, deployment, store coverage, and in-market follow-up, maintaining full ownership and accountability for performance. Brand Partners will operate under BTC’s direction as a service provider, enabling greater consistency in execution and increased flexibility to scale operations during peak periods, seasonal demands, and new launches. This shift enables BTC to sharpen its focus on core priorities such as category growth, brand building, and customer partnerships, while leveraging a partner equipped with dedicated infrastructure in recruitment, training, and field-force management.

The transition also ensures continuity, with existing merchandising teams moving to Brand Partners to preserve market knowledge and store relationships. At the same time, access to structured systems and performance frameworks is expected to elevate execution standards and support ongoing development.

This partnership reinforces BTC’s execution platform, enhancing its ability to deliver with greater precision, consistency, and resilience in a dynamic market.