Trade Marketing Executive

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 track 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 review forecast accuracy to improve future predictions.
• Develop a methodology to monitor channel profitability and work with sales and marketing to improve performance.
• Review performance against the annual plan.