Channel Activation Manager: On Premise
1 month ago
We Go Places How about you?
Immediate Superior: Channel Lead On Premise
Job Grade: 20
Location: Gauteng
Type of Contract: Permanent
Closing Date: 25 October 2024
Purpose of the Position
The Channel Activation Manager is fully responsible for the management of execution pertaining to the Modern On Premise channel, from promotional activities to key initiatives in line with Evergreen, AP and SP strategy and objectives. Supports in the design, analysis and identifying of Modern On Premise channel strategy and the subsequent achievement of volume and profit objectives. Supports in developing and deployment of PICOS and implementing channel segmentation and prioritisation, select key shopper drivers in priority segments, select winning strategies and produce an action plan to realize these strategies for Modern On Premise. Work closely with key stakeholders (i.e. brand marketing, finance, supply chain, procurement, regional trade marketing and field sales teams) to ensure execution excellence according to brand & channel plans developed. Supports in developing Integrated Commercial Plan and Annual Plan.
KEY RESULT AREAS
- Co Define and develop Channel activation strategies that drive brand visibility and consumer engagement and conversion in Modern On Premise, three year view to Channel strategy
- Working with sales teams to identify target accounts and develop plans to grow the accounts
- Clear understanding of the Modern On Premise Consumer in order to deliver wining On Premise Strategy by leveraging consumer insights
- Continuously evolve to market dynamics and co-develop tactical plans to defend and win volume to achieve company targets.
- Conduct Market Research to identify trends, opportunities and competitive landscape
- Identifying opportunities from Consumer insights and prioritizing opportunities that will deliver biggest business impact
- Work with Sales teams to deliver PICOS execution in market aligned to channel strategy and KPI’s
- Demonstrate understanding of priority channels with the Modern On Premise
- Co-plan for promotions & trade plans in Modern On Premise as per annual calendar to achieve effective and efficient selling in/out and in-store merchandising.
- Efficiently manage and execute activities and initiatives in line with achieving company’s commercial targets.
- Implement focused portfolio strategy in Modern On Premise
- Ensure cost efficiency and effective premium/POSM management to eliminate excessive wastage.
- Set Excellent Outlet Execution guidelines according to PICOS consumer drivers (availability, affordability and visibility) for Modern On Premise, with support and alignment from brand teams on annual basis and occasionally based on consumer & market needs/dynamics. 12 Month Calendar including clear commercial job to be done and KPI’s for output of plan.
- Develop experiential consumer activation execution resonate with target consumers that encourage trial and conversion in conjunction with Brand teams and key stakeholders, emphasis on quality in every consumer touch point
- Implement clear draft strategy that delivers superior consumer experience
- Create premium disruptive POSM material for Modern On Premise in conjunction with Brand teams and key stakeholders, focus on delivery best in class quality in every consumer touchpoint
- Ensure delivery of excellence in execution in line with Modern On Premise strategy
- Track and analyze the effectiveness of activation initiatives providing reports and recommendations for future activity programs.
- Evaluate and re-apply learnings post campaign to drive execution efficiency and ROI improvement. Full measurement and evaluation of activity driving channel profitability
- Manage budgets for activation programs ensuring cost effective execution while maximizing impact
- Valuable time spent in trade to understand channel dynamics, shopper behavior, activity execution barriers and opportunities. 60% time to be spent in trade. 50% time spent in trade.
- Follow Heineken Beverages policies and procedures and identify opportunities for continuous improvement
EDUCATIONAL QUALIFICATIONS
- A degree/diploma in Marketing, Economics, Business or equivalent.
PROFESSIONAL EXPERIENCE AND PERSONAL ATTRIBUTES
- Minimum 6+ years of channel marketing / brand management / sales operations working experience.
- Minimum of 3 years managerial experience.
- Knowledge of trade terms within an FMCG environment will be advantageous.
- Strong analytical and numerical skills.
- The ability to build relationships with a variety of business stakeholders to effectively manage work output required.
- Excellent business presentation skills and high attention to detail and enjoy working as part of a team.
- Advanced Microsoft Office skills, including Excel.
- High level of communication skills, both verbal and written.Excellent time management skills and ability to multi-task and prioritise work.
The Company’s approved Employment Equity Plan and Targets will be considered as part of the recruitment process. As an Equal Opportunities employer, we actively encourage and welcome people with various disabilities to apply. HEINEKEN Beverages is committed to an organisational culture that recognises, appreciates and values inclusion and diversity.
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