The key purpose of this role is to leverage capital and people resources in order to enhance sustainable growth in sales volume,market share and competitive advantage
Key outputs and responsibilities:
Channel Management & Execution
Custodian of channel and trade marketing knowledge and expertise.
Define, quantify and sensibly segment the appropriate channel within the market, and then apply channel strategies accordingly
Ongoing development, co-ordination and standardisation of IRVPs incorporating this into the connection strategy through alignment with marketing and execution standards, development of tool kits, frameworks, measures and standards and best practice transfers
Develop the above IRVPs programmes (in conjunction with brand marketing) that fit, and are appropriate to, agreed channel strategies, including events, refrigeration, draught, merchandising, category management, signage and promotions.
To develop expertise in merchandising, promotions, point of connection (POC), events, category management, BTL, calendar development etc.
Ownership of the system to monitor trade execution standard whilst working with sales team to ensure execution standards are met
Develop, own and drive Cold Strategy in country
Channel Communication
Develop and own the definition of execution standards across all elements of the sales driver triangle
Develop annual BTL plans (Executions and Promotions) and communicate to sales teams
Complete details behind each activity including budgets, capture in an annual activity plan and share with sales teams
Develop and manage appropriate competitor response in trade
Ensure promotion activities and point of connection materials allocations take place as per plans and need for ad hoc responses from time to time
Review activity and results; communicate changes and initiatives through regular CPF sessions.
Review, Track in-trade audit KPIs and communicate in-trade audit standards
Budgets and P&L
Fully accountable for BTL budget, including Executions and Brand Promotions
Fully accountable for Coolers, Draught and Activations equipment Capex budget
Ensure adherence to budget disciplines for department
Implement appropriate controls to ensure transparency and accountability of expenditure
Manage fixed costs
Customer Relationships
Build effective business partnerships with key customers
Manage 3rd Party BTL agencies and ensure set standards are met at all times.
Review performance against communicated targets
Key attributes and competencies:
Excellent management & leadership skills
Practical knowledge of market structures and consumer trends in Nigeria
Numeracy Skills – ability to work with detailed analysis
Process and Project management
Ability to persuade and get results through managing diverse groups
High attention to detail
Minimum Requirements:
Minimum of a first degree in either Business Administration or Humanities from an accredited, and recognised university
2 years experience in trade marketing
Proficiency in the use of Microsoft office applications i.e. (Microsoft Excel, Word and PowerPoint).
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