Regional On Trade Specialist - Western Cape at The Heineken Company

Key Responsibilities

Develop Regional On-Trade Channel plan to deliver on Newco’s regional and channel aspirations.

• Develop the commercial regional channel plan to deliver on channel aspirations including assets, cold space and influencer strategy.
• Develop regional detailed initiatives to deliver on regional trade channel targets & opportunities, including assets, cold space, regional key account campaigns, Influencer and nodal strategy, regional brand activations, sales promotions, and generic merch plans.
• Implement and drive the in-trade execution guidelines for the channel including PICOS and merchandising and category management principles.
• Develop channel specific shopper and promotional insights to improve effectiveness of regional channel programs.
• Develop regional insights across territories, channels, accounts, events, and consumers, informing and elevating the plans, targeting and mechanics.
• Develop procurement catalogues for merchandising items the region regularly uses to speed up delivery and drive down cost.
• Approve and sign off all campaign briefs targeted to specific channel to meet channel and shopper objectives.
• Coach and build on trade capability in regional Sales teams.
• Assist in joint business planning with select regional accounts.

Drive the execution of the channel plan in line with channel guardrails and execution standards.

• Develop or evaluate campaign briefs targeted to specific channel and develop business cases for channel specific campaigns.
• Direct and support Sales managers and Sales Teams to deliver campaigns OTIF.
• Review and monitor channel performance and course correct where required (including regular trade visits and selected regional account reviews
• Manage the A&P budget in line with channel objectives.
• Develop all regional campaigns and initiatives including business cases, briefs, brand & channel sign off,
• SAP CRM (or equivalent) system set up, budget management, store list development.
• Create execution briefs for sales and 3rd party execution and tracking agencies, and drive execution of regional campaigns in line with brand and channel execution standards.
• Accountable for procurement, financial processing, score carding, store list management and SAP (or equivalent) system. Review and monitor regional performance, regional campaign compliance, regional campaign ROI, regional assets, regional contracts and accounts and course correct where required.
• Enhance on regional campaigns using detailed insight and learnings to enhance efficacy and ROI.
• Manage the year end merchandising close off and regional A&P and DVC budget in line with regional objectives. Manage regional asset role out and any associated budgets.
• Create and test innovative campaign and merchandising solutions.
• Explore on-line and digital channels and opportunities for commercial gain.
• Create and test innovative campaign targeting strategies, campaign mechanic and generic merch solutions.

Develops internal and external relationships and networks.

• Influence and ensure buy in of the channel plan with key internal stakeholders (National Channel Manager, Sales GM’s, Sales Managers and Sales Teams)
• Build networks and form strong relationships with critical accounts – including regular Trade Visits and Coaching
• Influence and ensure buy in of the regional channel initiatives with key internal stakeholders (brand and channel teams, regional account managers, TSM's)
• Conduct regular audits in terms of compliance / PICOS and contract adherence.
• Champion channel execution standards and coach teams to execute the standards.
• Continually strive for Self and Sales teams to operate at desired competence in line with role profiles as agreed through competence self-assessments.

Experience

• Broad experience of commercial (+5 years) working in marketing, sales, customer marketing, retail or planning functions
• Experience of consumer / shopper marketing is beneficial.