Job Purpose
The job holder will be responsible for leading the implementation of consumer & trade activities in line with the agreed cycle plan and marketing strategy. This role acts as an interface between the Brand and Sales team to ensure alignment in terms of defining and implementing brand and trade activities.
Responsibilities and Accountabilities
Area 1: Marketing cycle planning and Execution
•In collaboration with the Marketing Manager, drive the planning of the 18month rolling marketing cycle plan ensuring that the activities and allocated marketing spend are aligned to the marketing strategy.
•Ensure that activities are implemented and evaluated on time as stipulated in the cycle plan to ensure that marketing objectives are achieved. Ensure all activities are in line with market regulation.
•Drive productivity through efficiency and effective use of allocated Marketing budgets through competitive souring (with coordination with Procurement) and Brilliant execution and evaluation of cycle activities.
•Proactively manage key external and internal stakeholders to drive delivery of cycle activities OTIF. Ensure effective communication of cycle activities across all key stakeholders.
•Sources all BTL investment which requires constant vetting of Suppliers and this requires integrity, thorough vetting through regular pitches as well as controls during execution and regular evaluation.
•The role is directly responsible of ensure effective use of total BTL spend which is 45% of total A&P or ksh162M
Area 2: Trade Development Management
•In collaboration with the National Sales Manager & Marketing Manager, drive the development of trade programs and track performance of the programs.
•Guide the Area Sales Managers in development of Joint Up Business plans with key focus Anchor outlets in line with the Trade Development & Channel strategy
•Provide strategic support to HoReCa and KA channels which require category management and multi- level engagements
•Working with the Brand team oversee the execution of brilliant BTL (Below the Line) marketing Mix deployment which includes POS Visibility deployment, Channel Retail Media solutions, Consumer Engagement platforms, National consumer promotions etc.
•Assists the marketing and sales team in Effective tools to brilliantly Implement and evaluate consumer and trade activations and merchandising plans.
•Provide appropriate support to the Sales team (NSM/ Trade Development Manager/ Territory sales Managers) to develop trade activities that are aligned to the delivery of business objectives.
•Develop with the brand team innovative ways of activating consumer touch points and trade point of sale touch points.
•Conduct trade visits to ensure effective execution of initiatives by Agencies as well as BTL visibility suppliers in line with set KPIs. Weekly reviews done on all ongoing projects as well as Half Year reviews conducted to have an overview of what is working, what is not working and what needs to improve.
•Plan forums & activities that foster drive relationships with commercial stake holders i.e sales & distributor conferences
•Role will manage JBP initiatives financed by DVC about 20% of annual DVC
Minimum Requirements
•A Bachelor’s degree in a business- related field.
•Membership to a relevant professional body will be an added advantage.
•A least five (5) years’ experience in marketing operations/ marketing & sales in a similar organization.
Competencies/Attributes
•Practical experience in use of MS packages and ERP systems
•A creative mind with a drive for execution of ideas and concepts for the benefit of the organisation.
•Developed project and event management skills.
•Self-starter able to work well within the team environment.
•Ability to work well under pressure in a fast paced, demanding environment.
•Proficient in the following computer software applications: Microsoft Office.
•Ability to effectively communicate both internally and externally.
•High level of integrity.
•Driving License
