Trade Marketing (Channel Execution)

OVERALL:
This role is responsible for overall channel strategy and integrated plan (of Traditional On Trade or General Trade), ensuring consistency across Vietnam on Trade Marketing Management and effective sales investment into strategic areas to drive Brand Equity and consumer throughput.
KEY RESPONSIBILITIES AND TASKS:
Insight
- Qualifiy 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.
Strategy:
- Develop differentiated channel strategies of how the portfolio of brands should be marketed to address different shopper and patrons needs.
Planning:
- 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.
Execution
- 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.
Review
- 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.