trade marketing executive
Sirocco (Heineken)
Total years of experience :12 years, 9 Months
Primary responsibilities include:
Managing the development and implementation of sales/marketing tools & processes.
Monitoring and assessing outlet execution in the on-trade. Translating data analytics into insight & direction to leverage opportunities to grow brands. Involving development of strategic plans to increase distribution and improve brand presence and performance through targeting key areas - availability, pricing, visibility, quality & promotions / activations
Coordinating the implementation, execution & evaluation of on-trade activations, including managing the 3rd party Mystery Shopper agency. Using data and knowledge of the on-trade to offer insight and propose improvements in brand planning sessions and monthly sales meetings.
Fully managing Sirocco’s CRM system and developing it to enhance company performance. Utilising data output to track sales execution in the on-trade as well as to monitor and feed back brand performance to Brand Managers.
Playing a key role in the yearly Trade Census data collection & analysis. Managing all areas of the data collection process, including managing an intern assisting in data entry. Using advanced excel skills to quickly format and analyse data output into clear useable information. Then assisting the On-trade Activation Manager in analyzing the data and producing insight used in strategic planning & contract negotiations.
Key Achievement:
I identified the opportunity to leverage company time in trade to generate measurable & targetable data through the introduction of the ‘Sirocco Mystery Shopper App.’ Proposed the concept, then used knowledge of key execution areas in the on-trade, as well as promotional knowledge and experience handling the 3rd party Mystery Shopper agency to develop the functionalities. The app is soon to be a key tool used within the Sirocco Marketing team, unifying the team behind the same goal and producing measurable & targetable data output as well as reducing the cost per shop charged by the current Mystery Shopping agency used.
I was selected to take part in a 3 month Graduate sales program at Heineken (which was extended by a month after a final assessment). I worked as a Regional Sales Executive handling various accounts across Kent & Sussex. I received training in sales, negotiations and communication. The role also greatly developed my organisational skills as well as my confidence and ability to handle different situations.
As an intern, I spent time working as a communications and public relations officer, handling daily press releases and communications with existing and prospective association members as well as members of parliament. I worked on political campaigns such as that to cut beer duty, and social campaigns such as the Pub Chef of the Year competition.
I was an on-course marshal at this world-class golfing event.
During my year out and time out of university I have spent time working as a farm hand helping tend the grounds, work the harvest and set up for events such as weddings.
Work experience as a sales and dispatch operative handling calls to clients and direct sales to existing customers as well as taking and preparing orders.
During three months of my gap year I worked at this vineyard in the Mendoza greeting visitors and escorting them on tours of the vineyard. I also worked in the wine shop. I gained skills in dealing with people of various nationalities and my spoken Spanish improved greatly through time spent both with visitors and, more usually, with the local staff.
I worked as a member of a team, building a school as well as educating and entertaining the children.
Spent 2 months working as an intern for Play Media Europe - an online video advertising company - producing campaign reports for the sales team and assisting the campaign manager to optimize campaign delivery
Turnberry 2009 & St Andrews 2010. I worked as part of the scoreboard team on the 18th score board.
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(2011) - Economics -‐ A Geography -‐ C Spanish -‐ C