(Senior) Associate - Trade Marketing (Beer Industry)

KEY RESPONSIBILITIES AND TASKS:
Qualify and use multiple data sources to create high-quality actionable insight that is shared and applied across the business through documented outputs.
- Use channel segmentation to develop an understanding of the channel dynamics in the market.
- Develop differentiated channel strategies of how the portfolio of brands should be marketed to address different shopper and patrons needs.
- Identify and prioritize the shopper/patron drivers for each channel segment.
- Set execution KPIs and standards by channel segments.
- Review current salesman remuneration structure and introduce variable component to drive performance and outlet execution compliance.
- Develop commercial propositions and selling stories.
- Develop channel plans, budgets, forecasts and trade communications activities.
- Create an annual integrated commercial plan and develop cycle plans.
- Develop and manage a plan to enter into a new channel.
- Set assortment mix by channel segments.
- Understand and tracks the key channel trends and the company's performance in channels.
- Monitor and audit performance against execution KPIs.
- Identify POSM, Signage requirements.
- Select and manage agencies.
- Implement channels plans.
- Develop customer loyalty programs.
- Brief sales & distribution teams to execute cycle plans.
- Develop partnership with key customers to manage category.
- Allocate, monitor and manage expenditure against an agreed expenditure plan.
- Predict sales value and volume over a period of time, and reviews forecast accuracy to improve future predictions.
- Develop a methodology to monitor channel profitability and works with sales and marketing to improve performance.
- Review performance against the annual plan.