Title:  Trade Marketing Manager

We Go Places! How about you?

Location: Kiambu
Function: Commerce
Sub Function: Commerce - Sales - Functional Management
Type of Contract: Permanent
Closing Date: 09-04-2025

Join KWAL and be a part of something bigger, as we accelerate excellence as a proud member of the HEINEKEN global family.  While we unlock new opportunities and shape the next chapter of our journey, KWAL is embedding a high-performing, agile business driven by innovation and purpose. If you're energized by transformation and inspired to make a meaningful difference, this is your moment to lead change and grow with a business that’s going places – fast!

Job Purpose

This position is responsible for driving market growth by developing and mapping Trade Channel that guide execution standards to enable regions objectives, channel (PICOS), portfolio aspirations in delivery of KWAL’s commercial objectives.
Builds Winning Channel Strategy to ensure profitable business growth across the full channel landscape.
Builds a Category Vision for the respective categories of the portfolio (beer, ciders, wine & spirits)

Main Responsibilities

Trade Marketing Strategy Development

• Develop and implement trade marketing strategies aligned with overall business goals of KWAL
• Develops a Category Vision for the different categories, working with sales and marketing
• Develops Winning Challen Strategy
• Identify key opportunities to enhance brand visibility and sales across different retail and distribution channels.
• Create tailored strategies for wholesalers, distributors, and retailers to maximise revenue
• Builds key shopper and retail insights together with the key account manager to define ideal strategy for growth
   

Channel Management – Building Winning Channels

• Designs Winning Channel Strategy, looking at long term business objectives. Owns and tracks the roadmap for implementation of a Winning Channel Strategy
• Performs channel landscape analysis
• Prioritizes Channels and the investments per channel
• Continuously updates and optimizes channel segmentation
• Build strong relationships with distribution partners, retail chains, and channel stakeholders
• Ensure the execution of trade promotions, product placements, and merchandising efforts
• Monitor and evaluate the performance of trade programs to ensure they deliver the desired ROI
   

Promotion and Campaign Execution

• Plan, execute, and evaluate trade promotions, discounts, and offers to drive sell-in and sell-out

Touchpoint optimization

• Ensures optimal resource allocation to achieve optimal touchpoint strategy, ensuring ROI of visibility materials and campaigns
• Collaborate with the sales team to align trade promotions with sales targets
• Oversee the design and distribution of point-of-sale (POS) materials and in-store displays
   

PICOS/Merchandising excellence

• Ultimate responsible to achieve execution excellence in the trade channels, through strategic planning and capability building
• Assists to optimize shelf space in key accounts and ideal product placement
• Performance tracking of PICOS KPIs
   

Sales Operations

• Deliver sales overheads budget plan by working with the CLT, Finance, Procurement teams and other relevant cross functional stakeholders on optimal cost management. 
• Provide trade insights and analysis to enable the field commercial teams make valuable decisions that drive sales force effectiveness as well as distributor efficiencies and bottom-line growth.
• Provide operational support to the sales team via proactive cross-functional and executive engagements to unblock any barriers to optimal sales performance
   

Market Intelligence and Competitor Analysis

• Track and analyse the performance of trade marketing initiatives and share insights with stakeholders
• Provide regular reports on sales performance, promotion effectiveness, and channel feedback
• Develop and monitor budgets for trade marketing activities.
• Conduct regular market analysis to understand consumer, retailer, and competitor trends
• Use data insights to refine trade marketing plans and identify growth opportunities
• Monitor product performance and customer feedback within various channels
   

Stakeholder management

• Create, maintain and promote purposeful relationships both internally and externally, to achieve organisational goals or solve problems e.g. cross -functionally, auditors, bankers, suppliers and customers
• Work with key functions to develop category and brand insights to unlock sustainable value and volume growth
• Partner with the supply chain and marketing teams to align brand messaging across trade channels.
• Work closely with the sales team to provide tools, insights, and strategies to improve their effectiveness.
• Align with supply chain teams to ensure the availability of products for promotions and launches
• Engage and communicate effectively with colleagues, investors, customers, suppliers, regulators, and other internal and external stakeholders
   

People Management 

• Mentor and coach team members to enhance their skills and career growth.
• Set clear performance expectations and goals for team members.
• Conduct regular performance reviews and provide constructive feedback.
• Address and resolve conflicts within the team in a timely and fair manner.
• Analyses data and insights to continuously steer team performance, in line with company objectives
• Aligns well with internal regional and global stakeholders, to continuously apply and share best practices.
   

Integrated Commercial Planning, Trade Marketing calendars

• Owns the integrated commercial planning process, being a bridge between marketing and sales
• Owns and builds the yearly Trade Marketing calendar
• Owns and builds the peak plans
• Actively contributes to the company strategy by providing insights and feedback. Translates these objectives into KPIs for individual team members
• Keeps active involvement in Cycle Briefings, working collaboratively with other functions (Trade Marketing, Marketing)
   

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor of Commerce, Marketing, Business Administration or Related field. 
• Master of Commerce, Marketing, Business Administration or Related field, will be an added advantage. 

Professional Qualifications

• Professional qualification in Marketing such as Certified Sales and Marketing Professional (CSMP) or equivalent 
• Professional membership with a professional body such as Chartered Institute of Marketing (CIM) or equivalent is an added advantage

Experience 

• At least 6 years, 3 years’ experience in management role in a similar role
• Practical experience in the use of MS packages and ERP systems
• Proficiency in financial modelling, forecasting, and budgeting
• Excellent understanding of market dynamics and Route to Market (RTM)
• Ability to gather market intelligence & data analytics
• Experience in customer or shopper marketing
   

Competencies

Technical Competencies

• Ability to plan and execute channel-specific marketing strategies
• Ability to manage multiple campaigns, deadlines, and budgets effectively
• Proficient in interpreting sales data, market trends, and customer insights
• Skilled in managing and nurturing relationships with internal and external stakeholders, ensuring effective communication and addressing concerns to foster long-term partnerships
• Proficient in building and maintaining strong relationships with customers and partners, understanding their needs, and providing solutions that enhance satisfaction and loyalty
• Skilled in planning, developing, and executing product strategies
• Skilled in understanding and meeting customer needs through effective communication, problem-solving, and service delivery, building customer loyalty and driving repeat business
• Strong ability to shape strategy while aligning multiple stakeholders
• Strong financial acumen

Behavioural Competencies

• Lead and motivate teams to achieve organisational goals. 
• Support the professional growth of employees through guidance and feedback. 
• Demonstrate a commitment to enhancing processes and performance. Exhibit strong ability to develop detailed and effective plans.
• Maintains a high level of organisation in managing tasks and resources.
• Proficient in analysing complex data and information to make informed decisions.
• Strong understanding of business principles and practices, including financial management, marketing, and operations.
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors.
• Demonstrate a deep commitment to understanding and meeting customer needs.
• Exhibit strong self-awareness and empathy, effectively managing personal emotions and understanding those of others.
• Utilise analytical skills to identify issues and develop effective solutions.
• Communicate effectively with diverse audiences, ensuring clarity and understanding
• Data savvy, uses data to drive decisions and improvements
   

Kenya Wine Agencies Limited (KWAL) was incorporated in 1969 and over the years KWAL has become a leading East African beverage champion in the manufacturing, exporting and importation of a wide range of alcoholic and non-alcoholic beverages. KWAL is a HEINEKEN OpCo.