Head of Trade Marketing

Edward Snell & Co (Pty) Ltd; Cape Town; On-site; ZAR 800,000 - 1,100,000; Full time

Job summary

A leading spirits group in Cape Town is seeking a Head of Trade Marketing. This role involves leading the trade marketing strategy, managing campaigns across channels, and ensuring compliance with regulations. The ideal candidate has 8-10 years of experience in trade marketing within the alcoholic beverage sector and a strong understanding of market dynamics. This position offers opportunities for team management and strategic influence.

Qualifications

• 8-10 years of experience in trade marketing within alcoholic beverage or FMCG sectors.
• Proven track record in executing trade marketing across multiple channels.
• Deep understanding of the liquor industry and its regulatory landscape.

Responsibilities

• Lead development and implementation of the trade marketing strategy.
• Manage team of Trade Marketing Managers.
• Ensure compliance with South African laws regarding alcohol marketing.

Skills

Trade marketing expertise

Leadership

Market analysis

Cross-functional collaboration

Budget management

Education

Bachelor's degree in Business or Marketing

Postgraduate degree

Job description

ABOUT US

With a history that dates back more than 175 years, Edward Snell & Co. is South Africa’s largest independent spirits group. We produce, distribute, sell, and market award-winning local and international brands. Our success comes from empowering people who seek to achieve great things – just like us. Together, we pursue greatness for good.

ABOUT THIS ROLE

The Head of Trade Marketing leads the development and implementation of the trade marketing strategy across Formal, Informal and On-Trade channels to drive brand visibility, sales growth and market share. This leadership position requires a dynamic individual with a deep understanding of the liquor industry and a proven track record of executing trade marketing activities across all channels.

ROLE RESPONSIBILITIES

Strategy Development

• Lead the development and implementation of the Trade Marketing strategy to champion in market execution to drive brand visibility, sales growth, and market share.
• Analyze market trends, competitor activities, and shopper insights to identify growth opportunities that inform channel strategies and trade marketing activities.
• Build and develop the Off-Trade and On-Trade channel Playbooks to define “Where to Play” and “How to Win” strategies aligned to brand objectives.

Brand Activation

• Champion the development and execution of all trade marketing activities, promotions, and brand events across all channels.
• Drive perfect store execution with Key Account and Field Sales teams across all channel outlets aligned to brand objectives.
• Develop and implement best-in-class POS (Point of Sale) guidelines, tool kits and ways of working between internal teams and external partners to step change brand visibility.
• Manage and drive the deployment of all POS from national and regional warehouses through Key Account and Field Sales Team to ensure OTIF execution and campaign ROI.
• Monitor, track and report on the effectiveness of all trade marketing campaigns, POS materials and cycle initiatives.

Cycle Planning Management

• Develop and lead the overall Cycle Planning process to drive best-in-class execution of brand activities across all Channels.
• Build and drive the integrated activity grid and promotional calendar with Commercial Channel Heads and Portfolio managers across the brands.
• Build effective go-to-market processes with brand and sales teams to ensure OTIF delivery of promotions, campaigns and POS toolkits in trade.
• Champion last-mile execution in outlets with sales teams to ensure successful campaign delivery and ROI for the business.
• Lead the NPD listing process with customers, including developing trade selling kits with brand teams and coordinating the launch process with Key Account and Field Sales teams.

Cross-functional Collaboration

• Work closely with the sales team to ensure successful execution of trade marketing plans, with a focus on achieving sales and distribution targets.
• Collaborate with the marketing team and agency partners to ensure trade marketing campaigns are aligned with brand positioning and have strong shopper call to actions.
• Coordinate relationships with agencies and suppliers to deliver world-class trade execution.

Budget Management and Regulatory Compliance

• Manage the trade marketing budget effectively, ensuring maximum ROI for the business.
• Track performance of trade marketing campaigns and make recommendations for improvement.
• Ensure that all trade marketing activities comply with South African laws and regulations related to alcohol marketing, sales, and distribution.

People Management

• Manage team of Trade Marketing Managers, including skills development, coaching, and succession planning.
• Use the Performance Review process effectively to develop team competency (including addressing capability gaps, performance management, and individual development programs)

QUALIFICATIONS AND EXPERIENCE

• Bachelor’s degree in Business, Marketing, or a related field; a postgraduate degree is an advantage
• Minimum of 8-10 years of experience in trade marketing and brand management/sales within the alcoholic beverage or FMCG sectors.
• Proven track record of successfully developing and executing trade marketing activities across the Formal, Informal and On-Trade channels.
• Expert knowledge of trade marketing principles and trade execution materials across all channels.
• Deep understanding of the liquor industry, including distribution channels, key players, market trends and regulatory landscape in South Africa.

REPORTS TO

• Commercial Director

CLOSING DATE

• 15 August 2025