Head Of Trade Marketing  

JOB DESCRIPTION

The world’s #1 international premium beer company wants YOU! Are you up to the challenge?

In what capacity?

Business development and sales – a challenging yet rewarding and fulfilling role! AB Heineken Philippines (ABHP) is a new player in the country’s beer market, and our goal is to change consumers’ behavior when it comes to their choices for a beer. Of course, ours is premium, all-natural, and easy on the wallet – that’s why we are so far doing more than well.

Job Purpose

• The Head Of Trade Marketing is a key member of the Commercial Leadership team. His role is to maximize the success of our portfolio across channels.
• The Head of Trade Marketing will lead the company’s Channel Strategy and ultimately the activation based upon fact-based decision making from various data sources, primarily the Trade Census and ongoing SFA systems:

Foresight: Informing the “where to play” decision making and strategic “how to win” mid- to long-term choices.

Intelligence: Informing the consumer/Shopper facing near-term “how to win” choices of the business entities.

Operational Excellence: Ensuring that our outlet execution meets both the customer and organisational objectives.

Job Governance

The Head of Trade Marketing will report to the Managing Director.

The Head of Trade Marketing has the mandate to:

Define channel channel strategies that are congruent with the company and channel objectives.

Set Team/Individual KPI’s and reward schemes.

Lead the activation planning cycle for all channels.

Define ongoing information needs for the commercial organisation.

Key Activities

Budget Management:

Set monitor and manage the Trade Marketing Budgets in line with the agreed channel strategies.

Channel Landscape and Strategy:

Lead the channel landscape build process and manage the continual update of the database.

Execute the initial Trade Census

Build the channel landscape and continually update the channel landscape via SFA systems.

Cross functional activities, linking to other processes.

Define channel opportunities through developing insights from the data

Identify and evaluate business, brand and packaging and where innovations that meets consumer / customer needs

Co-work with research manager to complete Build Winning Brands project (TBC) and formulate recommendation for management decision

Sales operation policies in trade terms, discount policy, commercial asset management and operation standards.

Planning and Forecasting:

Partner in OpCo Portfolio Strategy and Business Planning

Portfolio Strategy

Annual Planning

Brand Strategy (Positioning, Pricing, and Markets)

Channel Strategy

Support the Business in High Level Business Forecasting

Beer and Key Segments (by format and channel)

Responsible for Mid to Long-Term View, 1+ Years

Channel Activation:

Develop channel activation plans for the defined portfolio that are implementable via our partner.

Identify the most appropriate programmes for implementation by channel

Set up and manage appropriate tracking systems to evaluate performance of programmes.

Make recommendations for future adjustments to the annual TM programme.

Sales/Activation Team Support:

Support & provide Sales tools and guidance to Sales team to ensure Portfolio management and execution excellence.

Develop clear/simple Sales tools and guidelines for portfolio management and visibility standards.

Develop clear and simple tools for programme sell in.

Feedback to marketing and trade marketing from customer perspectives.

Business/Channel Analytics:

Deliver Business/channel analytics and reporting capability with actions:

External Market and Channel Reporting

Outlet KPI Measurement and Reporting (EOE)

Drive Marketing Mix, Touch point measurement and other channel effectiveness tools.

Partner with IT in Information Systems and Data Management

Managing the process to measure and drive execution excellence at POP (EOE)

Set up of EOE Measurement systems.

Leading the Trade Marketing Team and managing people development

Putting right people in right jobs, performance management, personal development, career development and professional and people coaching.

Health and Safety

Adherence to 'Safety first' rules and guidelines at all times.

Adherence to all health & safety best practice policy and processes managing the sales team as such.

Responsible for the perfect execution of our Brand Promoter strategy being totally compliant with BP Rules. Execution of these Rules on the ground is a critical responsibility of the Head of Trade Marketing.

Working and Thinking level

• Preferable Master or University Degree
• Fluent English

General Experience

• Channel Strategy development and project management experience.
• Should demonstrate strong presentation & communication skills.
• At least 5 years in Trade Marketing

Specific Experience (Commercial Competencies)

• Effective Planning
• Effective Portfolio or Brand Profitability
• Advanced Excellence in Execution
• Effective Category Strategy
• Effective Route to Market and Channel Understanding
• Effective Consumer Insight

Personality (Competency)

• Organisational sensitivity
• Persuasiveness
• Impact
• Customer & Consumer oriented
• Result orientation
• Entrepreneurship