Trade Marketing Manager Africa

We Go Places! How about you?
Immediate Superior: Ramona Sewlal
Location: Stellenbosch, Cape Town
Function: HBI Sales 
Type of Contract Permanent
Reference Number: 126187

Closing Date: 13/12/2024

Responsible for the strategy and for driving functional excellence in Trade Marketing and Category Management across all HBI business units in collaboration with marketing and sales.  To develop regional or country go to market strategy and manage a team (where applicable) to deliver- optimize and drive execution of brand, channel and regional or country strategies, delivering on regional or country profit targets and supporting the regional sales force. Champion brand and channel execution standards in the region or country, ensuring brand building.

Key responsibilities include, but not limited to:

Develop the Channel Go to Market trade strategy to deliver on country aspirations

• Drive the annual channel and prize/pack architecture, tiering and clustering updates in line with national framework.
• Evaluate channel coverage and route market for channel and brief centre of excellence for resource scenario planning
• Develop the picture of success and account prioritization per outlet type, to determine the account investment strategy and inform the rep incentive model
• Develop the annual the commercial channel strategy and guardrails to deliver on country aspirations including tailored service packages for key outlet types
• Develop the in-trade execution guidelines for the channel including merchandising and category management principles
• Build shopper and channel insight for continuous business improvement and a competitive advantage
• All brand positioning and execution elements are developed to align to the brand strategy
• Alignment with overall business strategy: While it mentions brand and channel strategies, emphasizing how the role aligns with the broader organizational goals (e.g., market share growth, profitability, or consumer engagement) could clarify the position's impact.
• KPIs or performance metrics: Adding specific KPIs that the role will be held accountable for, such as market share growth, sales targets, or customer engagement metrics, would make expectations clearer
• Design and implement shopper marketing strategies to influence purchase decisions at key touchpoints in the retail environment. Ensure these strategies align with broader channel and brand objectives, creating a seamless experience for shoppers

Drive and manage the sales team and merchandising teams to deliver on targets and plans:

• Embed and govern execution standards to sales teams and champion channel capability in relevant channel
• Lead, support and equip the sale teams to deliver OTIF (On Time In Full) on plans
• Manage the budget in line with Channel objectives
• Create and execute the brand plans and deliver on brand campaigns according to best practices.

Develops internal & external relationships and networks:

• Influence and ensure buy in of the channel vision and strategy with key internal stakeholders
• Build networks and form strong relationships with external agency networks and important accounts
• Continuously review channel insights and trade innovations
• Review and benchmark: trade spend, planning and execution processes, innovative asset, merchandising and campaign delivery solutions to improve business performance and develop a competitive advantage

Provide leadership and champion relevant channel capabilities and thinking within the region:

• Champion the championing channels capability and provide mentoring and coaching sales teams
• Drive your own development to ensure specialist knowledge/skills to remain world class
• Champion integrated activity planning to improve alignment across sales and trade execution

Responsible for embedding Winning with Distributors Pillars (Category, BWP, BWC) across our business areas and converting consumer and market intelligence into insight based ‘Bold Moves’ for long term growth.

Requirements:

• A relevant and recognized commercial tertiary qualification (e.g. Bachelor’s degree or Diploma) would be preferable
• Sub Saharan Africa or Country specific exposure is essential
• Proven sales and/or trade marketing experience preferably within FMCG environment
• Knowledge of local trade and channel environment.
• Trade marketing on in-store execution, Below-the-Line (BTL) marketing, merchandising, planograms, cold space strategies, would be preferable
• Business acumen and commercial understanding
• Competence in the use of relevant technology platforms

Competencies:

• Customer/Trade Marketing
• Brand Marketing
• Category Management, channel strategy and prize/pack architecture
• CMI
• Innovation
• Revenue management – relentless focus on ROI
• P&L savvy
• Able to manage relationships with multiple stakeholders (with conflicting interests/cultural diversity) on both a strategic and tactical level. The ability to have difficult conversations and drive a compelling agenda
• Excellent written and verbal skills
• Able to bring an outside-in perspective and drive innovation
• Supports digital transformation
• Digital literacy: Competencies such as proficiency in social media marketing, SEO, and data-driven marketing strategies are becoming essential in modern trade marketing roles 
• Agility and Adaptability: Trade marketing is fast-paced and requires agility. 
• Creative Problem Solving: Trade marketing managers need to be able to develop innovative solutions to overcome challenges

The Company’s approved Employment Equity Plan and Targets will be considered as part of the recruitment process. As an Equal Opportunities employer, we actively encourage and welcome people with various disabilities to apply. Heineken Beverages (South Africa) (Pty) Ltd) is committed to an organisational culture that recognises, appreciates and values inclusion and diversity. You must be fully eligible to live and work in South Africa to apply.