Trade Marketing Manager

Job Purpose

Responsible for PRSA In Trade execution- Tier 1 & 2 campaign implementation & activations in the TIER 3 on-trade, as well as improved visibility in the off-trade across the Region including Off trade National Campaign implementation.

Key Duties and Responsibilities

Regional events and activations executed.

Develop an annual event and activation plan for the region

• Brand Teams, Field Sales, Area Sales Director and other interested parties are consulted.
• Plans built in line with PRSA strategy and focus on maintaining and growing market share.
• Annual calendar of regional Tier 1 & 2 activity is collated and adhered to. (Mid con included)
• Management of Tier 3 activations within the Region.
• Provide feedback on all On & OFF trade activations by Quarter.
• National Activity planner is managed & maintained for region.
• Key customers are consulted about activation plans.
• Key Stakeholder requests for activations adhered to.
• Agency Related Projects adhered to and managed.

Oversee the execution of National & Regional activities within the Off Trade & On Trade.

• Sufficient staffing numbers (internal and external) are present at events.
• Staff are in line with brand image and target market.
• Brand activators have sufficient product knowledge.
• Activation POS well managed with warehouse and Sales Teams.
• Collect, clean & complete POS items are timeously prepared, delivered and returned to & from activations.
• Damaged POS reported to Area Sales Director and Trade Marketing Team.
• Activations are executed according to brand & trade marketing standards.
• Events comply with regulatory requirements (health & safety etc)
• Off Trade Campaigns implemented timeously
• Off Trade POS implemented as per PRSA and external stakeholder Guidelines.
• Ensure all post campaign POS is removed and retuned to Warehouse.
• Detailed post Campaign feedback submitted to Area Sales Director and Trade Marketing

Conduct post- event and Campaign analysis.

• Stakeholders are consulted on success of each event/campaign.
• Outcomes of event/campaign are measured against objectives.
• Return on investment measured for each event/campaign.
• Improvements are made in the planning and execution of events/campaigns.
• Monthly feedback reports are compiled and sent to Area Sales Director and Trade Marketing.

Understanding of brand strategies, marketing campaigns and regional consumer and competitor trends.

Develop an understanding of the market.

• Opportunities with respect to product, markets, trends and new technologies and alternative distribution channels are identified and recommendations made.
• Regional opposition activity tracked and reported.
• Analysis of regional market share and sales available.
• Active participation in Brand planning activities.

Effective management of 3rd party agencies

• Sufficient time in trade spent with 3rd party Agencies.
• In trade coaching and development for 3rd party Agencies.
• Monthly meetings conducted with 3rd party Area managers.
• Quarterly reviews conducted and shared with Area Sales Director.
• Comprehensive analysis of 3rd party performance vs. PRSA targets/guidelines set.
• Brief campaigns into 3rd Parties
• Post campaign feedback from 3rd Parties analysed and share with Area Sales Director.

Requisitions, budgets, payments and records competently managed

Processing of administrative documentation

• Promotional liquor requisitions are processed, and stock collected is managed
• Outstanding promotional stock collected and returned to warehouse agency related
• Regional budgets are updated when expenditure occurs
• Outstanding payments are followed up
• Invoices are coded and forwarded to Finance

Productive relationships with internal and external stakeholders maintained

Coordinate with sales, marketing, operations, finance and Trade Marketing Teams

• Internal stakeholders aware of promotional and event activities
• Stock is available
• Finance receiving supplier invoices

Collaborate with external agencies

• Vendors for events are properly briefed and competently carry out function within budget constraints Event costs adhere to budgetary estimates TIER 1 & 2, MID CON
• Third-party providers are timeously paid

Event budget managed effectively for Tier 1, Tier 2 and Midcon

Forecast annual capital and operational expenses

• Accurate forecasts made.
• Budget compiled and approved in line with policy guidelines.
• Manage costs against approved budget.

• Potential areas of saving and optimisation highlighted.
• Expenditure aligns with budget.
• Meaningful variance analysis reports provided.

Key Competencies and Experience

Qualifications and Experience:

• Relevant tertiary qualification in marketing/business
• 5 years event management & marketing experience in a large FMCG company
• Proven Track record of managing large events and related budget management

Knowledge, Skills and Attributes:

Functional and technical Competencies

• Marketing Team Management, Market & Environment, Commercial Strategy, Results Orientation, Negotiation Techniques, Promotion, Merchandising, Evaluation of Commercial Activities, Customer relationship Management

Leadership Competencies

• Strategic Vision, Entrepreneurship, Result Orientation, Live the Values, Team Management, People Development

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