Regional Marketing Execution Lead

Purpose Of The Role:

• The Marketing Execution Lead - AH Fragmented Trade supports the Channel Marketing Manager focusing on Fragmented Trade in the region to drive shopper and channel management, campaign deployment and new product management. This individual will be responsible for defining the channel strategy and picture of success for the AH Fragmented channel and deploy POSM necessary to execute the aligned PICOS by micro segments and bring to life both national and regional marketing programmes in the outlets.
• He/she will have a strong understanding of marketing principles and be able to translate marketing goals into actionable plans. He/she will also have experience working with the different channels and be able to work with a team to ensure that campaigns are delivered on time and within budget.

Main responsibilities:

• Act as a thought leader and partner to the Sales organization
• Support planning, coordination and communication between Sales, Marketing, and relevant agencies.
• Developing 360 view of channel & brand performance and actively identifying ideas to help sales close gaps working hand in hand with the RGM and insights team
• Define clear channel strategy for the fragmented trade channel in the region, leveraging channel and brand performance insights
• Serves as the source of frontline perspective and insights to the marketing team - leveraging constant market visits and relationship with sales team
• Execute and maintain Picture of success PICOS for key outlets and ensure newly recruited outlets are activated in line with PICOS and existing outlets are refreshed with latest Point of Sale materials.
• Operationalize brand initiatives, both national and regional, for the AH channel, and deliver post-activity reporting of same to ensure delivery in line with plan, course correct to drive maximum business impact and consolidate learning and best practices.
• Leverage data and insights to effectively deploy Point of sale materials to regions to drive maximum impact.
• Drive validation of POSM material quality in key regions and ensure proper management of POSM inventory to secure 100% utilization and optimize storage conditions
• Explore innovative POSMs to ensure leadership at Point of Sales is maintained.
• Leverage routine engagement with sales leadership, market visits to understand reasons and root cause of regional performance.
• Co-develop communication with the portfolio team to cascade marketing programs to the sales team in clear, concise and easy to digest formats and language via slides, videos, etc
• Develop & share best practice from various regions and from regions across the world
• Effectively Communicate and follow up on execution of the Monthly Game Plan to the sales force.

Skills, Knowledge, Experience, Attitudes

• Individual contributor with understanding of marketing principles and who works in an agile way across external & internal cross-function teams.

Qualification and Knowledge:

• University Degree in a Business area
• 3-5 years Trade Marketing Experience.

Skills

• Exceptional stakeholder management skills – the ability to carry people along and influence people to action
• Strong Communication Skills – written ppt slides, Microsoft Word, email and oral.
• Excellent verbal & written communication skills
• Drive to make an impact; problem solver with strong learning agility
• Self-starter with a strong level of determination and strong knowledge of industry and competition.
• Strong knowledge of beverage products, solid trade marketing shopper, customer, channel expertise
• Strong knowledge of merchandising and Point of Purchase materials specification
• Strong analytical muscle and results orientation – the ability to link insights with clear solutions
• Strong project management – ability to drive end to end project delivery on time and in full with limited support and intervention

Experience:

• University Degree.
• 3-5 years of Trade marketing or frontline experience
• Previous sales experience combined with Marketing experience a plus
• Masters education a plus