Trade Marketing & Merchandising Manager
Dal Food - Dairy & Beverages
Total years of experience :11 years, 4 Months
• Ensure having an updated customer database with clear RTM plan by carrying out frequent market surveys and liaison with other supportive departments (Geo-marketing / sales ..Etc.)
• Managing contracts and deals of key accounts and distributors to ensure effective follow up of all terms agreed on.
• Ensure having a sufficient pool of suppliers that provide best in class materials and prices.
• Managing category aspects by having an effective competition tracing, full awareness of market size, share and other updates. (Categories managed: Dairy, beverages, Fresh food & bakeries)
• Proposing, monitoring and control section budgets and projects funding and budget allocation across all channels/customers and categories.
• Managing channels aspects by ensuring providing the best fit support to customers in line with brand guideline and strategies that support company targets and objectives.
• Plan, develop Trade Marketing campaigns, promotions, activations and loyalty programs to increase brand awareness in the retail channel and to achieve consumer’s top choice while applying BTL concepts.
• Associate with and support the sales teams to execute effectively with customers.
• Work closely with retailers and assist in product launches, POSM required and POS possibilities.
• Managing and evaluating the trade promotional plan, identifying new promotional opportunities
• Improving brand presence and campaign execution across trade through excellence in in-store planning, execution and tracking in alignment with the annual marketing priorities.
• Develop a robust understanding of research results (including Nielsen) and translates them into actionable plans.
• Working closely with the marketing team to commercialize brand plans, looking at pack formats, pricing and promotions
• Conducting regular market visits for all channels to verify and validate instore execution, brand visibility and company assets condition.
• Conceptualizing and leading Sales audit team task and duties to support meeting company goals and targets
• Ensure Sales audit team reports are delivered in time in full with meaning full results and clear actionable plans.
• Conceptualizing and leading merchandising task and duties to deliver company strategies and product targets.
• Managing assortment mix in line with category strategy, revenues and gross margin target as well as inventory levels.
• Emphasize company assets (coolers / POS) condition in the market by providing preventive maintenance, (A) positioning and well execution of category planogram.
• Ensure daily communication with sales team about merchandising team visits and corrective action through continuous feedback.
• Ensure that distribution trucks are in good branding condition in line with marketing guidelines and campaigns.
Develop robust understanding of market, category and competitive dynamics and ensure continuous monitoring of share trends and competitor activities.
Contribute in the development and delivery of the channels short and long term plans, which optimizes profitability and sales revenue, resulting in sales growth & share gain.
Monitor sales and distribution trends and work closely with Sales Operation in order to sustain optimum stock levels at shop level and identify gaps and fill them.
Drive volume growth and brand awareness through developing category centric solutions which accelerate customer engagement (activations, communications, Promotions, trade deals and other programs).
Maintain accurate and reliable Customer base for the channel to act as the basis of all trade marketing activities
Develop and manage annual activity calendars for the channel to support brand and sales strategies.
Support marketing and sales strategy though various Branding efforts and Activations.
Improve In-store Execution through developing best in-class execution standards and develop monitoring mechanisms to monitor channel execution KPIs.
Conduct trade visits in order to monitor execution, identify opportunities, and negotiate deals.
Ensure timely administration of Client deals, supplier PRs and other paperwork.
Manage Trademarketing suppliers to ensure high levels of execution and job fulfilment.
Build, Manage and retain and strong performance driven team and create a high performance culture.
Going through Dal Graduates Development Program at Dal Company. The program have different on-job training rotations as detailed below:
- Trade marketing coordinator - Trade Marketing Section - Dal Food Industry Company Ltd.
- HR officer - Training & Development / HR Department - SAYGA Investment Company
- Procurement & Projects site planner - Dal Design and construction
- Assistant Project Manager @ manufacturing projects unit- SAYGA Investment Company