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Regional Trade Marketing Executive

Measures of success:

  • Implement trade marketing plan to deliver on Must Win Battles 6,7,8,9 for full portfolio within designated Regional Trade Marketing scope
  • Contribute to Brand & Channel Planning at Regional Trade Marketing level (geography-focused and region/sub-region-based tactical attack & defend planning, customer & promotion/activations planning & enablement)
  • Act as a credible business partner to Channel Sales Leads and Regional Sales Ops Managers (Regional Sales Managers) by collecting and responding to market needs by Region, requiring OTIF tactical trade & consumer promotion in line with AP volume & value mix delivery plan.
  • The incumbent will contribute to business case development with Profit and Loss (P&L), post-evaluation & and budget spend productivity (BTL & TD) management with high quality, ready-to-activate and disciplined execution approach
  • Ensuring excellent operations & OTIF execution management of promotion activations in a dynamic market situation & fast pace working environment

Purpose of the job: 

  • Effective implementation of the Regional Trade Marketing Strategy & Plan aligned with Continuous Improvement Cycle for the Traditional Off-trade Channel (Where to play, How to win, What to do) with focus on delivery of volume & value ambitions on weekly, monthly, quarterly and annual basis.

Key Accountabilities: 

Market Intelligence

  • Collaborating with CMI: Gain understanding and updates on macroeconomics and retail category actionable insights on customers and consumers as well as brand power scores by geography
  • Collaborating with Sales Analytics Team, keep abreast of market development and competitor landscape; and exercise appropriate solutions to defend/acquire market shares
  • Collaborating with RMG Team, stay informed of pricing & value chain developments across channels in HCAM and in the broader market impacting HCAM selling in and sell through in the channel.

Regional Trade Marketing

  • Contribute to overall Sales & Trade Marketing strategy development down to channel geography levels
  • Develop and maintain strong relationships with key channel partners (sales & channel marketing), ensuring effective communication and collaboration with regard to trade marketing initiatives (i.e. geography visibility plan, tactical distribution drive…etc.)
  • Update and execute OTIF regional trade marketing plan aligned with overall marketing and geography-based channel & sales strategies to achieve revenue and market share targets by Region in line with evolving market needs and commercial strategy
  • Create and implement with agility relevant and impactful channel/regional tactical trade marketing programs, promotions, and campaigns to drive targeted distribution and sales growth based on core drivers of needs
  • Provide guidance and support to channel partners on trade marketing best practices, brand guidelines, and promotional strategies.
  • Monitor and evaluate the performance of channel/regional tactical trade marketing activities, analyzing data and metrics to measure effectiveness and identify areas for improvement.
  • Support the effective management of the regional trade marketing budget, ensuring efficient allocation of resources and tracking expenditures.

Continuous Improvement Cycle

  • Embed continuous improvement cycle approach to ensure that the Total Regional Trade Marketing Plan & Regional Sales Execution Plans by SOMs are executed with excellence in market with focus on on-going execution review.
  • Drive continuous improvement at regional trade marketing ops levels (promo system set-up, premium items allocation…etc.) with EOE and Process Excellence (PEX) at the center

Team & Cross-functional Collaboration

  • Deliver great results by contributing to a performance driven, customer orientated and accountable Regional TM team.
  • Extensive cross-functional collaboration including with field sales, brand marketing and finance to bring a balanced volume, portfolio, branding and consumer experience approach to win in mainstream and win in premium in TOFT in a targeted and scalable manner.

Key Knowledge and Experience: 

  • Bachelor’s Degree in Business Administration, Marketing, Public Relation or any related fields (Master’s Degree or certification in business planning, Financial Analysis or Data Science an advantage)
  • Minimum 2 - 3 years of relevant Sales Operations Management, or Revenue Margin Growth, or Retail Category management, Channel marketing, data-driven brand marketing or field sales experience, with minimum 1 year of equivalent position (preferably from FMCG Industry).
  • Proficient in MS Office 360 Environment
  • Analytical skills & digital savviness combined with commercial acumen
  • Excellent project and process management
  • Effective presentation, communication and stakeholder management

Job Segment: Field Sales, Sales Operations, Sales

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