Develops an annual activation plan that aligns with the channel strategy and leverages key customer and consumer drivers within the channel.
Description
Develops an annual activation plan that aligns with the channel strategy and leverages key customer and consumer drivers within the channel.
* Converts
brand marketing plans and platforms into channel-specific activities.
* Prepares comprehensive launch plans for new product introductions tailored to the trade channel, in coordination with brand and sales teams, covering various segments including premium, affordable premium, mainstream, and cider.
* Enhances and accelerates brand activations in newly acquired outlets across different provinces.
* Possesses a strong understanding of trade shoppers and integrates that perspective into marketing and sales strategies, as well as trade activities and promotions.
* Manages the channel budget to ensure effective and impactful spending, including budget allocation to sales regions and provinces, and recommends the optimal number of outlets for program participation.
* Briefs third-party agencies on directions, concepts, and activities, while overseeing the development and execution.
* Collaborates with the regional trade marketing team to ensure alignment on program mechanics and smooth implementation.
* Designs, in partnership with Marketing, the point-of-sale (POS) materials needed for trade marketing activations.
* Ensures coordination with other departments, including
Purchasing, Finance, and Revenue Management.
* Assesses the effectiveness of trade marketing programs by analyzing sales performance and utilizing internal and external data.