Commercial Excellence Manager - Trade Marketing

Job Purpose

• The Sales Excellence Manager is the relay of the strategy in execution of the sales department.
• He/she plays a fundamental role through the improvement of processes, tools, analytics, and communication in order to achieve excellence in execution.
• The Commercial Excellence is responsible for designing and implementing all the projects to develop the commercial strategy to improve the distribution and sale of products on the national market by optimizing the route-to-market approach and internal processes.
• Responsible to maximize sales department effectiveness and to improve the quality of business results by improving execution efficiencies across all functions and regions.
• Responsible to empower the Sales Team with best practices, knowledge and sustainment of field Sales Tools to ensure Winning in the outlet every day.

Duties and Responsibilities

Execution Strategies (Winning in the outlet)

• Lead the Commercial Excellence team to meet the OpCo’s Execution and Strategic ambition.
• Perfect Execution – Roll out, embed and sustain the tool to drive excellent execution in every outlet every single day.
• Lead and manage the day to day operation of the Perfect Execution, ensure the full utilization of the system and lead the full cycle of reporting and rewarding performance
• Participate in the EOE (Excellent Outlet Execution) process in all related questions (24 out of 32 questions), work closely with Sales Director and Sales Management on developing the EOE action plan. Continuous measurement of the progress and report any delay ahead of time
• Monitors competitors and market developments to understand implication on OpCo's Execution strategy and reports insights with a proposed action plan.
• Lead the Trade Census's projects for AB and NAB day-to-day activities to identify new opportunities in the market.
• Build Execution Strategies in coordination with the Sales Director, Sales Management and Trade Marketing in order to transform OpCo’s Channel Strategy Ambition into clearly defined actions
• Lead Execution and Implementation of Strategic Projects for AB and NAB. Team up with AME regional team to implement the most suitable projects that achieves OpCo's execution strategy.
• Map activity ROI analysis
• Lead the development and Motivation of the Sales Force through the Implementation of the Sales Execution Excellence Modules SEE (8 Modules) in order to achieve Heineken Vision and goals to win in the outlet every day
• Lead the creation and implementation of Sales Execution improvement tools and materials to assist Sales Force to achieve OpCo's objectives.
• Lead the design of the Execution KPIs in order to execute OpCo's strategies and ambitions into measurable actions.
• Reviews all reports submitted regarding on-shelf availability, out of stocks, forward Stock, prices compliance, new product displays, competitor products, Execution of Outlet Standards, commercial assets and customer feedback
• Identify execution issues. Evaluate and prepare corrective action plan through constructive thinking to ensure proper Execution Strategy.

Processes & Tools

• Ensures that the CRM tool (SEM) is a fully functional tool for the sales force and internal
• Define and build processes to improve the efficiency and productivity of the sales force (tools, communication frequency and timings,...) 
• Makes monthly dashboards and reports available (Sell-in, Sell-out, SEM,...) in PowerBI (or other tools) to make it easier for the department to understand performance
• Analyzes the monthly performance of the sales force in close collaboration with the sales managers
• Co-organizes sales meetings with sales managers: agenda, content, attendees, localization,...

Monitoring, evaluation and implementation of sales projects

• Conduct a competitive analysis to identify opportunities and best practices;
• Evaluate the effectiveness of the sales force (including segmentation, targeting, planning, area allocation and sizing);
• Set up and monitor plans of key accounts and mutual opportunity areas;
• Evaluate sales and business performance (including monitoring and analysis of KPIs)