Title:  Regional Trade Marketing Manager

Location: Kigali

Reports to: Head of Trade Marketing  

JOB PURPOSE

Support front line sales teams by developing data and insights, aligning plans, and providing effective activation solutions. Ensure products are the consumer’s first choice at the point of sale.  

Context

The Regional Trade Marketing Manager assists Sales and Marketing departments in the implementation of strategies related to the specific brands and channels at the point of purchase, in order to achieve the business objectives of the company in the assigned region. This includes volume, value, and visibility of the portfolio in key and dedicated channels.

The role is responsible for developing strategies to ensure that retailers promote the company’s products against competition within the region and to ensure Bralirwa products are the consumer’s first choice at the point of sale. The Regional Trade Marketing Manager develops regional strategies that reach target channels and audiences for specific brands and SKUs, while ensuring excellence in execution as per PICOS and providing guidance in channel strategy implementation in the region.

KEY RESPONSIBILITIES AND ACTIVITIES 

1. Regional Strategy

• Implement strategies related to specific brands and channels at the point of purchase.  
•  Develop regional strategies that reach target channels and audiences for specific SKUs.  
• Tailor market adaptation for the assigned region.
• Manage the promotion calendar and channel insights.

2. Local Execution

• Ensure excellent in execution of the portfolio in key channels.  
• Oversee store activation and promotion implementation.
• Provide field team support and manage the sales toolkit.
• Manage channel activation and point of sale materials.  

3. Performance Tracking

• Perform sales uplift analysis and campaign post-mortems.
• Track market share trends and monitor competitor activities.
• Manage regional budgets and analyze business objectives.  

4. Management

• Lead retailer negotiations to ensure retailers promote products against competition.
• Ensure sales team alignment and collaborate on market share goals.
• Manage third parties and maintain effective partnerships.  
• Interface with Sales, Marketing, and other support units.  

QUALIFICATION AND SKILLS

• Education: Bachelor's degree in marketing, Management, or Economics.  
• Experience: Minimum of 5 years in Sales or Marketing.  
• Leadership: At least 2 years in a senior or managerial role.  
• Languages: Fluency in English and Kinyarwanda. French is an added advantage. 
• Technical: Proficiency in Microsoft Office tools. 

OTHER REQUIREMENTS

• Willingness to travel extensively within the assigned region.  
• Proactive and curious approach to learning and growth.  

GROWING WITH BRALIRWA 

At Bralirwa, there is no fixed career path. You will find continuous learning opportunities and colleagues who encourage curiosity, innovation, and growth. The more curious and proactive you are, the more opportunities you will create for yourself.

Start learning new things and explore every opportunity to grow.

WHAT WE OFFER

We are committed to building a diverse and inclusive workforce. We believe diversity of backgrounds, perspectives, and experiences strengthens our teams and our business.

We offer a competitive compensation package including salary, annual bonus, pension scheme, medical insurance, and other benefits in line with company policy.

HOW TO APPLY 

As a diverse and global company, we recruit based on the principle of equal opportunity. This means that our hiring decisions are not based on race, color, religion, beliefs, etc. but our decision is purely based on your shown competencies and behaviors during the assessment process.

In case you meet the above requirement, please go to https://careers.theheinekencompany.com and search for “Regional Trade Marketing Manager”.

All applicants must apply using our online application system, CVs received via email or standard post will NOT be considered.  If you face any challenges in applying, please let us know through jobs.bralirwa@heineken.com (no applications will be accepted through this email)

The closing date for submission of applications is Wednesday, 29th January 2026.