Trade Marketing Manager

6 months ago

Johannesburg, South Africa The Estée Lauder Companies Full time

**Position Summary**
- Accountable for developing and implementing marketing objectives and strategies for the activation of all below the line activity relating to the brand marketing calendar.
- Must include the development and implementation of new innovative marketing strategies for the brand to develop a competitive advantage in market.
- Evaluate results and provide feedback to Brand management

**Key Accountabilities and Responsibilities**
- Works with Brand management to develop strategic objectives, plans and budgets for all trade marketing activities across all channels
- Considers global Brand objectives and offerings, marketing guidelines and local market/competitive trends to:

- Formulate trade marketing strategy across categories of skincare, make-up and fragrance. Manage the launch activity within marketing team.
- Manage and implement all new media initiatives - to include:

- Online advertising and promotions
- SMS campaigns
- E and M-commerce
- Social media platforms
- Defines CRM strategy and manages the database (target retailer databases; build database).
- Manage the implementation of retail CRM system.
- Plan and manage the execution of a top door strategy as well as retailer specific strategies.
- Plan and execute all BTL media (separate from main media schedule).
- Plan and execute all ‘bounce back’ activity for the brand.
- Shares findings on market trends (customers, prices, products and competition) with Brand management to identify market-specific needs.
- Assists in the development of fiscal year budgets relating to trade marketing requirements. Presents the trade marketing budget to Brand management, reviews and revises.
- Builds relationships with business partners and key customers; makes recommendations to Brand management on ways of improving/exploiting opportunities.
- Monitor and manage the budget and related schedules
- Drive the processes to ensure booking based on time schedules of media and ensure the delivery of material to various publishers.
- Ensures that Brand image and position are properly maintained in people and materials, in accordance with corporate standards
- Monitors for appropriate implementation of Brand identity tools.
- Ensures strong execution of Brand marketing plans/calendars and major launches
- Manages marketing activities associated with new door and market launches (in conjunction with AEs and sales manager).
- Represents Trade marketing at status meetings. Responsible for preparation, re-cap, and follow-up of internal meetings in regards to programs in process.
- Prepares timely and accurate marketing notifications relating to trade marketing functions.
- Supports Brand management to develop trade presentations and strong sell through systems.
- Monitors expenses to ensure that they stay within budget (as set by Brand management).
- Manages BTL advertising and promotional budget.
- Works with CRM and Digital Manager Brand management on the development of a retail based CRM system. Represents the brands requirements in the development process.
- Interface with retail partners on use of customer databases for CRM activity.
- Interface with sales force and visits stores on a regular basis. Solicits and compiles feedback from field personnel as it relates to proposed programs.
- Identifies opportunities utilizing new creative approaches and develops initiatives. Maps out strategies for regular business and new product launches/introductions.
- Elicits diverse points of view and acknowledges the views and contributions of others
- Supports KAMs in preparing Retailer discussions, regarding the promotional calendar and stock inputs for trade activations.
- Owns, develops, and cascades a local toolkit of in-store promotional activities and consults with retailers on in-store program development and execution.
- Builds a detailed animation and promotional calendar by Retailer, including product launches and special events; integrates with KAMs and CMM.
- Responsible for retail marketing differentiation and relevance across Channels (FSDS/SMC/Online)/Retailers via development of channel/retailer specific calendars and programs; including areas such as merchandising, promotions, and events.

**Qualifications** Requirements and Experience**
- College or University graduate in Marketing
- Computer literate
- 5 - 7 years related marketing experience, preferably cosmetics or health and
- beauty environment
- Branding and product management experience
- Media negotiations and development of distribution channels
- Exposure to digital/online marketing

**Key Personal Characteristics**
- Strong analytical skills; the ability to identify critical concerns and prioritize; problem-solving abilities
- Creative/innovative thinking
- The ability to handle a multitude of projects and issues at one time
- Initiative
- Excellent team player and interpersonal skills; the ability to interact with all levels within an organization
- Organization and an orientation t

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