Channel Manager - Trade Marketing

Scope of the Job

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Channel Management: Responsible for Combining shopper and customer insights and brand objectives to develop channel strategy that will increase sales volumes & follow up on the execution of the yearly commercial plans. Additional to developing the tools that will support the sales team for achieving sales targets and generating new ideas to increase profitability.

(Strong experience in Traditional trade and Modern-trade channels)

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Job Responsibilities

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Functional Responsibilities:

• Channel strategy
  • Aligns functions to channel strategy to deliver an integrated commercial strategy
  • Drives the process to align ABC resources behind channel strategies
  • Ensures that channel strategies and programs deliver ABC profitability objectives
• Channel segmentation
  • Successfully embeds the segmentation within the ABC business priorities and organizational structure
  • Leverages database segmentation information to uncover new insights
  • Creates/verifies a clear and actionable channel segmentation
  • Successfully ensures the quantified segmentation is reflected in marketing & sales strategies/ plans
• Channel Promotion and sales support
  • Develop promotional calendar for on-premises channel  
  • Create trade incentives to generate volume
  • Support in improving the customer satisfaction
  • Support the sales team with the tools to deliver their objective

• Channel activation and planning
  • Drives innovative thinking for channel activation planning
  • Ensures ABC ambition and objectives are delivered by the plans
  • Develops category management tactics (e.g., assortment, consumer pricing, promotion, and shelf presentation)
  • Consolidates all budgeted activities in a 12-month commercial calendar.
• Excellence in execution
  • Consistently monitors and evaluates all channel activities on effectiveness and ROI
  • Continuously monitors and evaluates the plan and intervenes to keep it on track if required
  • Develops and executes training of sales force to implement the activities
  • Ensures cross-functional alignment and commitment to execute key activities
• Insight on shopper- ‘’ on trade consumer “Shopper insight project – customer and consumer profiles”
  • Uses research and other sources of information to create strategic insights that anticipate and react to shopper/on-trade consumer behavior and competitor trends
  • Generates and recommends innovation opportunities for the channel
  • Champions consumer/shopper requirements at the POP throughout the business to ensure that ABC strategies and activities focus on the key drivers of POP consumption or purchase
• Category, portfolio, and brand understanding
  • Ensures channel strategies incorporate category, portfolio and brand strategies and plans
  • Challenges Marketing on the role of portfolio, brands, and pack types in specific channels
• Route market and customer understanding
  • Analyses and develops clear conclusions that are used to drive winning channel strategy, plans and execution
  • Ensures channel understanding across Marketing and Sales
  • Challenges Sales colleagues on the development of appropriate customer strategies and plans
• Channel profitability
  • Performs ROI analysis by activity
  • Understands the profitability and drivers by channel.
• Brand Promoters:
  • Assure Compliance of GG & Brand promoters’ policy in place.
  • Monitor/execute on ground activations.
  • Responsible for recruiting BP to be in place with Heineken policy/standards.

Leadership Responsibilities:

• Management & coaching of full channel and team.
• Strong communication skills to work with different teams across all departments.
• Leading sales team to achieve perfect execution in the market.
• Coaching RSM’s regarding achieving channel strategy in the market and providing them with needed materials to cascade the message down the organization.
• Leading the Marketing teams on how to create activations that are impactful as well as realistic
• Taking a leadership role with any activities/discussions regarding channels in the market

Functional Authority:

• Strong knowledge of event organizers and selection to be based on creativity/added value to brand/consumer base/quality & timely execution.
• Defining the right channel for sponsorships on where to invest to benefit and grow ABC brands.
• Control over the yearly allocated budget on both channel management and events/sponsorships.
• Responsible for determining the best method of bringing activations and programs to life in the market (mechanism, outlets, channels, staffing needs, etc…)
• Defining the best right research channels and responsible for the best method of execution.
• Responsible for all outlet standard POSM – Visibility On-Premise and in events/sponsorships.
• Taking new initiatives in priority channels which helps increasing SKU’s availability and sales.

Communication and Work Relationships:

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Internal:

• Marketing/Sales/Finance/legal/CorporateAffairs/Procurement/Security/MD office/Production/Distribution

External:

• Suppliers/Advertising Agencies/Digital Agencies Event organizers/Embassies/Government Stakeholders

Qualifications:

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Education, Certifications and Licenses:

• Degree in Marketing, Business Administration from a reputable university.

Knowledge and Experience:

• Min 9 years of experience.
• Experience in channel management
• Experience in negotiating with suppliers, vendors, and event organizers.
• Knowledge of KPIs, sales and marketing techniques for

Skills and Abilities:

• Leadership skills
• Coaching skills
• Strong management skills
• Communication & negotiation skills
• Detail- oriented
• Ability to work in a multi-functional team
• Work under pressure
• Risk management experience.
• Mobility to travel within Egypt (Extensive Travel)
• Flexibility to work on evenings/weekends/public holidays if required
• Commitment to working required hours (above and beyond normal business hours) to ensure events are successful.
• Handling complexities (multiple projects in parallel)
• Have a high level of project management capability and the ability to execute according to plan OTIF

Personal Qualities:

•      Strong relationship building capabilities/network/outspoken/negotiation skills &   leadership skills.

• Enthusiastic/dynamic/flexible
• Organized & well prepared
• Works well under pressure
• Specific importance on attention to detail, organization, and communication.

Preferable Qualifications:

• Experience in event management and sponsorship negotiations.
• Experience in Channel management