Role purpose
This position is critical to achieve or exceed sales, share, penetration & distribution objectives, then contribute to delivering ambitious financial objectives of the business unit in both Vietnam & Cambodia. The main purpose of this
Trade Marketing Assistant Manager role is also included:
• Execute channel / geography strategy that translate brand strategy
• Develop and execute Perfect Store programs which is included the 5Ps (Product, Placement, Promotion, Pricing & POSM) by channel and region.
• Execute new user recruitment strategy and trade activation across channels to increase penetration.
Role accountabilities
Financials
• Deliver sales volume (metric tons) and gross sales value.
• Manage GTN (trade spending) and product mix to deliver net sales & gross margin targets.
• Manage Trade A&P within the given budget to deliver OPEX target.
• Increase market share, distribution, visibility and space share of Anlene & Anmum.
Category & Trade Insights
• Track and understand category, channel & customer trends and the company's performance in powder category for both Anlene & Anmum.
• Gather information on trade & customers to generate insights as input to forward plans.
• Gather information and disseminate data and insight relating to the company's competitors, based on publicly available sources.
• Leverage sales information, retail audit (Nielsen), POS data as well as home-panel data (Kantar).
• Understand shopper insights and shopper journey into Anlene & Anmum powder categories across channels and regions using them to create business plans.
• Develop category strategy for key channels and/or key customers following provided frameworks.
• Conduct regular market visits to check route coverage, availability and visibility of the products in the market and look for new business opportunities in order to safeguard the customer base, deliver sales, distribution, penetration objectives and increase market share.
• Monitor field information and trends in the markets, customers, products, prices and competitor's activity.
• Organize trade research by own resource or with agency to understand retail and/or shopper behaviour, performance status of our brands at trade.
• Regularly visit to build strong relationship with key customers and with field force as well as to understand better their insights.
Trade Spending Management
• Provide inputs and analysis to determine channel trade spending strategy to deliver targets. Manage and monitor channel, region and key customer trade investment. Ensure efficiency of the trade investment of both GTN and A&P follow trade spending playbook.
• Develop and propose national and regional effective promotions. Maximize the ROI of each promotion program via an effective promotion evaluation process.
• Effectively manage and control GTN and Trade A&P within a given budget.
Route to Market _ Distribution
• Provide inputs in determining Route to Market (RTM) and Distribution Assessment.
• Develop and propose activities to increase both numeric distribution and weighted distribution in all channels nationwide.
• Develop and propose programs to develop new channel that is linked to the sales and distribution strategy.
Route to Market _ Perfect store
• Execute Perfect Store scorecards of all channels, regions and communicate the same.
• Execute right MCL (Must Carrying List) and deploy effectively in different channels and accounts.
• Manage resource of NR/PG force to ensure they are capable & efficient in executing new user recruitment, delivering brand message & product proposition to shoppers, discipline of in-store display & merchandising and sales off-take generation.
• Develop and propose activities to enhance visibility and fair share and location of main space and secondary display in stores.
• Execute marketing and trade activities which are included activation, new product launch, consumer promotion, trade promotion, display program in stores to drive maximum benefits & objectives of such activities. Analyse the impact of the activities for assessment and evaluation.
• Provide support for Move-Check campaign (a key trade activation to recruit new users).
Channel & Account Management
• Co-develop and propose Joint Business Planning of key accounts linked to OPCO strategic plan and Trade Marketing activity grid and recommend appropriate resources to execute tactics.
• Co-develop Joint Business Planning and Top-to-Top meeting and alignment with key accounts (both distributors and customers).
• Co-evaluate JBP scorecard bi-annually using agreed tools to ensure compliance to standards and delivery of strategic long-term plan.
• Develop and co-implement category management programs in conjunction with key customers.
• Provide inputs in planning for negotiating to achieve a mutually acceptable agreement, including annual trading terms.
Integrated Business Planning
• Communicate clearly and timely plans, activities and spend to sales team (including cross-functional team) ensuring understanding of the same.
• Propose operational plans to deliver annual activity grid specific to regions, channel and key accounts.
• Propose category / channel KPIs, identify opportunities and risks and communicate via scorecard.
• Provide inputs for accurate, complete and timely bottom up forecast via historical data, business trends and category insights and activities.
• Co-develop 12-month rolling activity grid by channel, by region and by key customer.
• Provide quantitative and qualitative feedback on activities.
• Identify
business development opportunities to further improve in-market execution.
• Ensure speed to market on innovation including NPD, events, promotions, and POSM.
• Conduct regular field execution check and provide timely feedback to internal and external stakeholders.
Leadership and People
• Cascade Fonterra's strategic direction, inspire and motivate teams to lift performance and work together towards clear team and individual goals that deliver This is Fonterra.
• Through recruitment, coaching, development, performance management, talent and succession planning, build the people capability required to deliver sustainable performance.
• Lead and role model our Fonterra values.
Sales Operation
• Strictly follow sales system and operation processes & procedure, including internal control processes.
• Co-develop and co-monitor annually and monthly Sales KPIs and Operational KPIs for field team accordingly to Sales & Distribution strategy and Trade activities.
• Co-ordinate with Sales Operation function to set up on the DMS, cascade to field team, announce to distributors & the trade for trade activities.
• Participate monthly sales lead team meeting and cross-functional meeting follow company IBP process (PMR, Pre-DR, DR).
• Participate monthly or weekly meeting with sales team to understand insights and provide appropriate supports.
• GT trade & display programs for FBC & Non FBC stores
• Key projects tracking :
o Regional key priorities
o Top Competitors stores
• Medical trade activities for Hospital, Private Clinic & GT Pharmacy
• Monthly sales report for FBC & Non FBC by GT Region
