Trade Marketing Manager (West, Central & East Africa) at Moët Hennessy
About the job
The Trade Marketing Manager (Africa Big Bet Zone) is responsible for developing & executing in-market programs that increase / protect Moët Hennessy’s market share, improve customer satisfaction and increase our brand presence.
The role involves close collaboration with the in-market sales team and Regional Marketing team to ensure that marketing efforts are aligned with both sales objectives and customer needs, as well as maison and regional priorities.
The role is pivotal in bridging the gap between sales teams and brand marketing, and markets, Region, and Maisons ; requiring both strategic understanding and tactical expertise to execute successful initiatives which ultimately drive increased demand at account level leading to trial and consumption by end-users (consumers).
The Trade Marketing Manager will be based in the newly formed MH Kenya office and will also be responsible for other vital ‘Big Bet’ markets inc Tanzania, Ghana, Ivory Coast, Cameroon & DRC. Frequent travel to these markets will be essential to the success of the role.
Strategy
- Provide input and market insight to regional Strategy
- Provide local Commercial analysis and highlight implications: RE industry data (IWSR), category, competitors, distribution, pricing etc & make recommendation
- In field liason with Regional TMM, to ensure effective implementation of brands big bets in the sub region
- Create and implement strategy for building the best visibility and distribution in On&Off Trade channel
Brand Planning
- Analyze local data from trade marketing reports, retail audit and customer sales and give input into channel specific trade marketing plan which meets the market, brand and promotional objectives and reflects the needs and priorities of each relevant trade channel
- Present Annual Commercial Plan in liaison with each market Distributor, Market Manager and aligned with Cluster GM
- Working in close collaboration with the Regional TMM, develop and implement Cycle/Quarterly Activation plan in line with strategic brand plans in order to achieve the company’s market and channel objectives
Trade Marketing
- Lead and coordinate Trade marketing activities for Africa Conquest Zone across multiple channels (On trade, Off trade, E retail) to maximize sales, profitability and strong brand image
- Develop Sales Activity Objectives for the Sub Region to ensure best execution and effective communication of the activity
- Act as a central touch point to coordinate and drive various business objectives between agencies, suppliers, regional, market & global (Maison) stakeholders
Responsibilities contd.
Trade Marketing
- Provide our Distributor teams in the field with a structured set of tools and clear executional guidelines to implement 360 activations in line with Regional big bets
- Drive portfolio merchandising, visibility, POS and tailor-made projects to maximize brand image and innovation vs competitors
- Develop and manage network of local suppliers and agencies as required to ensure best in class executions and maximize cost efficiencies
- Market lead with creative artwork, coordinating production and implementation
- Manage and co-ordinate MH and Maison stakeholder visits and ensure markets and brands are optimally represented
Consumer & Customer Intelligence
- Develop a strong understanding of Route to market, shopper understanding, local cultures and trends to create programs with local cultural relevance
Trade Promotions Development / Project Evaluation
- Ensure development, implementation and evaluation of trade promotions for all Customers
- Provide post evaluation analyze of results On&Off Trade activities. Create and control reporting base in On&Off-Trade channels: photo, results, timing, POSM, etc
- Quarterly and bi annual reporting of trade marketing KPIs
- Evaluate results and recommend future promotion mechanics.
- Lead, implement and upgrade all necessary info in MHPS
Budgeting and Analysis
- Generate promo-strategy plans with local Market Managers+Brand Managers for planning FTT and A&P budgets
New Venture Brands
- Drive focus on relevant strategic new brands by delivering right tools for trade activations to drive growth ambitions
E-Retail Experience
- Be able to work with e-retail Mgr/commercial teams, conduct analysis of E-retail universe, digital landscape and identify new opportunities
- Be able to work in close collaboration with Regional E-Retail Mgr ensure effective implementation of e-retail tools in line with global MH
Languages:
English (also fluent in French would be ideal as the zone includes French speaking markets)
Professional experience:
- Not less than 4 years in sales, marketing, trade marketing, business development (FMCG)
- Solid knowledge in financial & administrative processes
- Experience in W&S industry will be viewed as a strong asset
- Some experience with luxury goods
Education:
- Bachelor’s Degree in Business Administration or Marketing
Personal & interpersonal skills:
- Rigor, accuracy and respect of deadlines
- Strong level of energy, enthusiasm, entrepreneurship and autonomy
- Curious, hard-working and hands-on
- Management and leadership skills
- Strong analytical &;;;; effective planning skills
- Result orientation and problem solving capabilities
- Excellent communication and interpersonal skills, able to work within a team
- International exposure and multicultural background are a strong plus