Trade Marketing Manager
Araak Group
مجموع سنوات الخبرة :13 years, 2 أشهر
• Develop yearly promotional plan that support the annual operation plan (AOP) on category/brand level in line with brand guidelines, Sales feedback as well as shoppers' insights and present it to top management for approval
• Manage Trade marketing budget efficiently and ensure cost policies are applied having in mind optimization between quality and price
• Pre and post promotions evaluation in terms of estimated ROI, IMS figures and market feedback as well as market data readings when applicable
• Conducted monthly meeting to communicate and share YTD business performance with stakeholders and all related functions.
• Plan in coordination with Marketing and Sales the NPD strategies
• Develop sales presenters and road shows for partners' sales teams whenever needed
• Conduct periodically trade visit to assess new launches implantation in key markets
• Assess launch success and prepare closing report for major launches.
• Maximize off take on company brands through developing best in class Point of Sale Material (POSM) with Trade Marketing team, Brand Managers and Sales force
• Plan in conjunction with Brand Managers and Sales Managers the best practice for merchandizing tools
• Consult with other functions internally (Development Managers, Supply Chain, Marketing and Finance) as well as externally (Agencies, Key Accounts and Shoppers) as necessary to gain information and insights, as well as achieve results that are aligned with corporate and functional objectives.
1st Trade Marketing responsibilities:
• Plan for vertical & horizontal growth through enter new markets & launch new products respectively.
• Develop trade-marketing plan/activities per brand per channel.
• Formulate trade-marketing strategy across all categories.
• Regular in-store visits to ensure consistency of brand within the outlets.
• Measure company's products penetration & availability in the market and develop enhancement plan if needed.
• Track market trends and competitors' presence, activities & prices
• Involve in pricing strategy & determine the price differences between sales channels to avoid any conflict may happened
2nd Sales support responsibilities:
• Re-structure the sales channels to better match with the company/business strategic direction
• Aligned with sales manager all sales KPI's (quantitative & qualitative) to ensure that company's desired target will be achieved on a timely manner.
• Prepare the annual sales plan and deploy it per channel per month based on historical data (ideally the contribution calculation considered 12 months period to cover seasonality trend)
• Maintain healthy business growth through offering full support for the sales team in all aspects.
• Conduct regular meetings with all stakeholders in order to review & evaluate the situation and keep the records up to date.
3rd Brand Management responsibilities:
• Suggest to the marketing team a 360 plan to support BTL activations.
• Conduct a brand health-check down to SKUs and recommend assortment and planograms to the sales team.
• Oversees perfect store execution, POS material, trader gifts, visuals, and product display.
• Setting AOPs, Budget Plan and POSM & activations calendars.
• Setting go to market plans.
• Identifying and capturing incremental volume & high visibility by marketing at the POP and focusing on P&L process.
• Category budget spending planned vs. actual (% of sales target).
• Improving and inspect merchandising performance in TT & MT channels through setting merchandising standards and developing innovative merchandising tools that reflect on sales volume and targets based on seasonality, pricing and display.
• Risk management of internal and external loss of store merchandise and revenues through inventory control by frequently analysis.
• Cooperating with supporting functions by leveraging expertise and the relevant resources to help boosting sales performance.
• Continuously analyzing shoppers and Trader's observations to create and execute relevant customer centric Trade Marketing and Shopper engagement strategies.
• Manage Categories relationships and Third parties supplier/partner contracts, day-to-day relationships, and negotiate in order to secure marketing funds.
• Customer engagement via on-ground activities targeting the set segment of the brand.
• Event marketing campaigns Management from end-to-end.
• Develop Trade offers and Loyalty programs & deploy it to sales force.
• Manage team of 20 staff ( 1 Merchandizing supervisor, 14 Merchandisers, 2 T.M coordinators, 1 demand planner, 2 sales analyst)
Conduct regular market assessments to stay current on trends and maintain readiness for changes.
• Customize promotional strategies to meet needs of different clients, products and services.
• Develop pricing structures based on historical and current trends, competitor activities and supply chain data.
• Supported front-line sales teams with well-coordinated administrative operations.
• Analyze sales reports to identify trends and update strategies.
• Effectively developed channels activities and programs by leveraging understanding of category financial situation & key areas of financial measurements to meet the top line & bottom line objectives.
• Leadership role to ably manage ROI's, activities post evaluation, update VCA-Value Chain Analysis & maintain company & traders desired margins.
• Played a pivotal role to drive actual sales of H H flour at 503 MSDG & Zadna flour at 146 MSDG: reaching 88% & 110% of deployed sales plan respectively, with gross profit at 45% & revenue growth achievement at 287 MSDG at 86% vs. budget forecasts.
• Made noteworthy contribution to develop MSL- Must Stock List & set up distribution targets SKU/ channel wise, & effectively achieved 100% SOS- Share Of Shelf in MT -Modern Trade channel, with creditable distribution 88% vs. 90% for Alawaal, 75% vs. 80% for Makhsous, and 80% vs. 85% for Sorghum in RT -Retail channel.
• Introduced lentil distribution contest with target to reach 75% of retail channels that resulted in 81% achievement. ROI objectives for Aalawaal & Makhsous; sales contest proposed cost 0.5% & actual 0.2% with 10% incremental growth.
• Successfully implemented trail for flour planogram at 10 outlets and report the result and share it with all concerned people
• Ensured perfect outlet execution through understanding of different types of POB (Point Of Buying) solution (Such as: Gandola dressing, floor display, reflective shop sign, category header, transparent holders, shelf separator, ….. etc)& maintained higher product visibility & availability in the existing market.
• Initiated robust steps create deep commitment and build lasting relationships with customers, business partners and other stakeholders by delivering additional value.
Coordinated with all departments across the company to support and improve the overall sales effort.
• Interfaced with the sales manager to prepare and review quarterly demand forecasts after conducting environmental scanning, after duly considering the emerging economic factors & prices changes.
• Organised review meetings in order to update sales data and track monthly/ YTD performance against board approved targets to achieve a varied range of goals & objectives.
• Attended monthly/ weekly sales presentations to estimate upcoming sales orders and business in pipeline on periodic basis, studied sales history in order to accurately record order status on demand planner to ensure product availability to achieve highest value by month end.
• Prepared and submitted daily and monthly performance reports relating to customers, sales, competition etc.
• Undertaken sales data analysis to identify strong points, studied comparative data from same periods in previous year/s to arrive at month to month/YOY top line and bottom line growth percentages.
• Updated sales history & channels contribution on monthly basis to be able to deploy the sales plan per region/ channel / route & customer.
• Responsible for calculating monthly incentives for sales force based on achievements vs. target for each headcount and prepare annual individual appraisal forms to be sent to HR as per request,
• Ably handled the company’s loyalty program & rewarded clients with more potential on a monthly basis.
• Swiftly setup sales operations & suggest ways and means to get the best output of the sales team.
• Successfully guided the sales team & coordinated the sales & collections/ credit control and identified steps to control expenses and manage operations as per budget
• Ably suggested robust measures to improve sales distribution & ensured maximum utilization of resources.
As Marketing Assistant, managed customer relations, prepared and delivered client presentations on products & services offered, and secured firm orders as per the defined Key Result Areas-
• Prepared initial and final sales invoices to deliver products and services to customers on agreed terms.
• Regularly covered the market, visited high ARBU customers to ensure quality of service, and sustained efforts to maintain the company’s good image & reputation.
• Provided after sale services and offered preventive maintenance.
• Prepared MIS & performance review reports as well as carried out reporting system.
V. Good
Good
Third Class