Manager—Commercial Planning and Activation On Trade

The Manager of the Commercial Planning & Activation On Trade guides strategic deployment of brands within the On Premise Channels & National Accounts. This part of Customer Marketing works very closely with National Account teams managing the commercial activity plan. It develops and executes channel and segment strategies & plans. It focuses on operational planning and driving activity execution at the customer as well as measuring the effectiveness of our activities. The role monitors our overall trade marketing investments across channels and with national accounts to ensure delivery of the targets for the year.

Management Responsibility:

- Oversees all commercial aspects of National Account programs;

- Works with brand & customer marketing and field organization;

- Ensure all commercial timelines for production and creative are achieved;

- Provides critical input to the Director Commercial Planning & Activation Channels & National Accounts regarding program performance;

Key Outputs/Deliverables:

- Develops and executes channel strategies and plans for each of the on premise channels and executes through National Accounts;

- Provide channel and segment understanding, shopper based insights into JUBP process to commercialize the plans and accelerate growth through National Accounts;

- Develop & translate customer & shopper insights into customer and channel specific activities;

- Identify key motivators (growth drivers) of category consumption and purchasing behavior n the channel / segment and at the customers;

- Assess the size of the prize (business objective & shopper goal) of each driver and plans how to exploit those opportunities through activation;

- Consolidates plans by on trade channel and national account;

- Works with marketing in on trade customer on shopper marketing initiatives (external engagement);

- Build customer and channel driven activities to drive conversion for our brands and grow the category at the customer;

- Leads the development of customer driven shopper marketing programs and activities;

- Delivers execution plan for customer driven programs that communicates priorities to the field;

- Writes program briefs containing details of each customer driven priority program;

- Translates program briefs into channel / segment specific execution standards;

- Sets channel specific brand execution standards (QDVP3) with marketing for in-store/in-outlet execution;

- Measures and evaluates effectiveness of programs;

- Monitors plan against target, market shares, volume planning and gap closing activities for channel / national account;

- Allocates channel / customer performance targets;

- Monitors plan against target, volume planning and gap closing activities for customers / channels;

- Monitors Commercial A&P, program effectiveness (ROI) for channel / customer;

- Sets channel specific brand standards (QDVP3) for in-outlet execution;

- Monitors the execution of activity plans and promotional plans for customer / channel;

Experience:

5-7 years of experience CPG environment, track record of success in: shopper/consumer insight development, brand activation, joint customer business planning, crafting of commercial strategic and tactical plans combining economic, consumer, and trade goal, task management, cost center management, and change management. Strong previous experience with customers and On premise channels, shopper marketing, customer marketing curriculum.

Manager—Commercial Planning and Activation On Trade