Trade Marketing Manager: Offtrade

Edward Snell & Co (Pty) Ltd; Cape Town; On-site; ZAR 400 000 - 600 000; Full time

Job summary

A leading liquor company in Cape Town is seeking a Trade Marketing Manager: OffTrade to drive brand visibility and sales growth across various market channels. The ideal candidate will have 5-7 years of experience in trade marketing within the FMCG sector and possess strong analytical skills. This role requires a collaborative approach to execute innovative trade marketing solutions effectively.

Qualifications

• Minimum of 5-7 years experience in trade marketing and brand management/sales.
• Proven track record in the alcoholic beverage or FMCG sectors.
• Strong understanding of the SA liquor landscape including distribution.

Responsibilities

• Plan and execute trade marketing activities and retailer campaigns.
• Champion Perfect Store execution with sales teams.
• Drive Cycle Planning process for the Off-Trade channel.
• Analyze market trends to identify growth opportunities.

Skills

Trade marketing principles

Brand management

Market analysis

Collaboration

Education

Bachelor’s degree in Business, Marketing, or related field

Job description

POSITION SUMMARY

The Trade Marketing Manager: OffTrade will play a critical role in driving brand visibility, sales growth and market share across retail, wholesale, and informal market channels. This position acts as the link between sales and marketing teams, ensuring brand strategies are effectively translated into actionable trade marketing plans. The role requires a results-driven individual who is passionate about building brands through innovative trade marketing solutions in the dynamic Liquor industry.

KEY RESPONSIBILITIES

Brand Activation

• Plan and execute all trade marketing activities, retailer campaigns and in-store activations in line with brand objectives and channel strategies.
• Collaborate with brand teams to develop and execute winning POS (point of sale) guidelines and toolkits to step change brand visibility in both formal and informal market channels.
• Drive the procurement and deployment of all POS and promotional materials from warehouse into stores in collaboration with brand and sales teams.
• Work closely with brand teams and agency partners to ensure all trade marketing campaigns have effective shopper messaging and call to actions.
• Build strong supplier and customer relationships to deliver innovative trade marketing and POS solutions.

Perfect Store Execution

• Champion Perfect Store execution and the effective implementation of the Off-Trade Playbook with Key Account and Field Sales teams.
• Partner with sales teams to ensure execution of promotional activities at store level and recommend course corrective actions to maximise ROI for brands.
• Identify opportunities for cross-promotions and brand activation to enhance visibility and engagement.
• Coordinate with Insights team to drive MES targets and activities with Key Account and Field sales teams.

Cycle Planning and Execution

• Drive the Cycle Planning process for the Off-Trade channel from brand campaign development to final in market execution with sales teams and customers.
• Collaborate with brand and sales teams to develop integrated activity grids and promotional calendars by Off-trade channel and key accounts.
• Develop effective go-to-market processes with brand and sales teams to ensure OTIF delivery of campaigns, promotions, and POS toolkits in the Off-Trade.
• Coordinate and drive the NPD listing process and selling kits with sales teams in line with brand objectives.
• Monitor, track and report on the effectiveness of all trade marketing campaigns and cycle initiatives.

Analytics and Reporting

• Analyze market trends, competitor activities, and trade insights to identify growth opportunities that inform strategies and trade marketing materials within the Off-Trade.
• Develop expert knowledge of competitor activity and new innovations in trade marketing execution.
• Conduct regular market visits and provide reports on the performance of trade promotions, activations, and other initiatives using KPIs aligned to VMAP and AVAP.
• Leverage data insights to optimize future campaigns, MES delivery and overall ROI for brands.

Collaboration

• Act as the key link between brand teams, sales teams and external agency and trade partners to ensure best in class trade execution.
• Collaborate with Key Account and Field Sales teams to drive trade execution and ensure customer insights are built into brand plans and strategies.
• Drive effective go-to-market processes for the efficient deployment of brand activities into the Off-Trade.

QUALIFICATIONS & EXPERIENCE

• Bachelor’s degree in Business, Marketing, or a related field.
• Minimum of 5-7 years 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 in the Off-Trade.
• Strong understanding of trade marketing principles as well as the SA liquor landscape, including distribution channels, key players, and market dynamics across the formal and informal channels.