The role of Senior Manager, Trade Marketing, SEA is critical in leading Customer growth, Category & Channel Marketing across the complexity of different Channels and Segments in various Countries. across the complexity of RTMs. The role will be a center of excellence fordriving effective execution of brand experiences in line with consumer demand occasions, shopper insights & channel objectives
The role is responsible for driving effective execution of brand experiences in line with consumer demand occasions, shopper insights, data analytics & channel objectives to drive customer, category and BSI brand growth.
KEY RELATIONSHIPS
Reports to: Marketing Director, South East Asia
Other key relationships: Commercial, finance and Marketing local and regional teams, Managing Director, external customers, Legal & Compliance team, External auditors, A&P vendors
KEY RESPONSIBILITIES
1. Channel / Customer Segmentation & Brand x SKU assortment strategy
- Create the Channel & Customer Segmentation – Off Trade, On-Trade & E-commerce
- Convert Brand Strategies into Channel strategy Define Brand X SKU role by Channel
- Own, steer and coordinate the commercial activity calendar
2. Customer Growth/ Category Management & Joint Business Planning
- Develop Top National Customer-wise plans & Joint Business planning (JBP) where applicable for Off Trade and relevant On-Trade and E-Com customers together with respective comercial leads.
- Define Category/ Customer growth drivers in line with Demand Spaces Occasions
3. Channel/ Customer Activation Calendar
- Deliver channel specific assortment recommendations
- Develop channel or customer specific promotion activities (incl. VAP guideline) based on relevant data (e.g. TPM, VAP analysis) to drive growth and ROI
- Securing the annual budget for channel or customer activation
- Responsibility for National Activity Grid
4. Customer
- Aim to create customer conversations on relevant topics such as category management opportunities, shopper insight etc outside of annual negotiations together with KAM to build customer relationships
- Interact and coach KAMs on Commercial Marketing opportunities
5. Sales & Marketing Analytics
- Development and implementation of relevant reports and corresponding analyses in order to identify growth opportunities, enable KPI tracking, drive business decisions and improve revenue management.
- Analyse and X-link various internal and external data sources to provide clear business recommendations (Nielsen, GfK, GEDAT, E-Com data, Sales Force, Trade Promotion Management)
- Leads and supports the implementation and usage of a new Trade Promotion Management tool.
- Supports and trains sales team in usage of new tools, systems, reports and increased data analytics
- Integration of Sales & Marketing IT Tools
6. Outlet Execution & Sales Incentive Plan
- Define outlet execution & merchandising standards for different channels
- Use existing data (e.g. Sales Force) to propose, optimize and track outlet execution and to define further opportunities.
- Support width of Distribution via relevant customer & brand inputs
- Understand & leverage best execution practices from Beam Suntory / competitors to deliver best in class field force execution
- Support in developing Field Force KPIs and provide continuous tracking for Sales incentive plan
7. Shopper Insights
- Leverage Shopper Insights from various studies for the different channels and use them to drive business recommendations
8. Team Management
- Manage, train and develop a team of approx. 4-5 direct reports
- Promote staff motivation and teamwork through constructive performance recognition and counselling
- Development & capability build of central & regional Talent for succession planning
- Lead Sales & Marketing Meeting
9. Analytics & Review Process
- Monthly monitoring/ PDCA/ROI of business impact of channel investments & a updates to sales & marketing leadership
- ROI on long term visibility assets
- Lead monthly review of Distribution & Sales Coverage
- Monthly monitoring and tracking of KPIs for Sales Incentive Plan
10. Legal, Compliance & Ethics
- Ensure legal compliance with all appropriate legislation occurs in all Commercial marketing activities and external partnerships and ensure business is done the right way, the Beam Suntory Way
Key Performance Indictors
QUANTITATIVE
· National Sales Revenue and OI target achievement
· Portfolio Premiumization
· Distribution / Coverage by brands
· On time & in Full execution of Brand inputs into channel
· Top Customers growth / Customer satisfaction index
QUALITATIVE
· Quality of execution of activations in the channel
· Strong network and relationship with internal stakeholders, key channel partners
· People development and skill building
· Proactive participation in business strategy discussions
· Customer feedback
IDEAL EXPERIENCE
§ University degree/MBA or equivalent in business/strategy/management
§ Minimum 10 years professional experience in different Sales functions in a top performing multinational FMCG company with significant Sales Force.
§ Minimum 3 years experience in a similar role or 5 years in Sales and Marketing roles
§ International Sales experience working in a complex matrix organization.
§ Financial acumen, good understanding of internal cost structures, revenue, balance sheet and management of outstanding debts.
§ Experience in leading larger teams with multiple direct reports English Fluent. Other languages will be valued.
SKILLS & BEHAVIOURS
· High level of strategic, conceptual and data analytics skills
· Strong communicator with the ability to influence in all levels internally, externally and cross-functional
· Action-biased and output-oriented approach towards ambitious targets
· Team oriented and collaborative outlook with coaching ability
· Exudes senior leadership presence and strong strategic influencing skills
· Demonstrates experience in driving change management and business re-engineering
· Demonstrates high levels of adaptability, flexibility with regard to new challenges and the use of new networks and entrepreneurial skills
· Role models the Suntory Leadership Spirit behaviours – Yatte Minahare, Gemba focused, better together, future orientated, Commitment to growth