Trade Marketing Advisor

Overview

Lead the development, execution, and elevation of DX insights, NRM Insights and Catman agenda, Trade marketing to drive growth for PEP brands, for PEP categories setting the vision and guiding the execution within all channels and key customers.

Responsibilities

• Drive shopper and instore insights

• Define Shopper value strategy - Pricing/PPA + consumer/shopper promo by channel

• Build category vision (portfolio v. Consumer/Shopper)

• Define Picture of success (portfolio, space, location, PPA)

• Deliver selling stories to channels.

• Partner on WCCE and Perfect Store w/Channel strategy and channel teams

• Champion and develop DX capability within the BU

• Motivating and maintaining long term relationship with trade customers to achieve corporate Development & Sales objectives through planning and executing long term loyalty programs for trade customers' sales supported with all relevant tracking tools in order to ensure quality of program execution.

• Representing sales function in the process of new product launches handling pipeline forecast, recommending packages & price points in cooperation with Regional Sales Managers & supervision of the National Sales Director.

• Planning and executing marketing calendar of particular trade channels such as Modern Trade & Key Accounts in line with Corporate Marketing Calendar to insure synergy between Trade Marketing activities and Consumer Marketing activities.

• Collecting and analyzing all relevant information about competitive activities cross trade channels and communicate it to management to take appropriate actions.

• Improving merchandising performance in different trade channels through setting merchandising standards and developing innovative merchandising tools that reflect on sales volume and visibility.

TASKS and CADENCE:

DX Insights & NRM Insights

• Lead the development, execution, and elevation of DX Shopper Insights & NRM Insights agenda for all channels and hardwiring outcomes to help drive catman, shopper/trade marketing, RM strategies and plans.

• Identify key shopper insights that will lead shopper-centric SVO creation and develop rich in-store insights in order to build picture of success blueprint within Perfect Store cycle, improve instore presence and accelerate growth in all channels.

• Lead the development of customer specific in-depth shopper understanding, co-lead Discovery process of WCCE cycle with CatMan team and define insight-based category opportunities.

• Develop the agenda and tailor capabilities for the RM Insights deliverables, pricing and promo analytics that support both mid (Tactical PPA studies, Perceived Value etc.) and long-term RM strategy (BChOPP, Demand Analytics, Retailer CJ etc.) in a manner that maximizes top and bottom line.

Category Development (Catman)

• Lead the process of category opportunity identification for key channels / customers in order to unlock growth opportunities both PEP / category / customers.

• Lead the CatMan Execution Excellence agenda and be the indispensable partner in "Perfect Store" cycle to define shopper based SVO / CVO items and PoS blueprints.

• Lead the development of CatMan activation plans and strategies to optimize category assortment, shelf layout, secondary placement based on affinities insights.

• Champion shopper & customer opportunities/levers in developing compelling category vision and selling stories. Play the external advisor role for key retailers ensuring a long-term perspective on category growth potential, growth building blocks, key lever, and executional excellence.

• Lead "Discovery" and co-lead "Big Bets and Growth Summits" of WCCE process with customer engagement team.

Trade Marketing

• Develop & execute brand Trade marketing calendar across all trade channels.

• Work with Trade Channel managers to ensure CDA Brand funds are invested behind effective, aligned promotional activities.

• Represent sales function in the process of new product launches handling pipeline forecast under the supervision of DX & Trade Marketing Manager.

• Develop & Execute dedicated Brand In-store branding to increase visibility and improve brand presence.

• Develop Promo Calendar by customer by month for all MT customers.

• Plan FY plan of (rentals + promo) to facilitate and lead with MT team contract negotiations.

• Lead on PCE & CFI Bundles creation starting from volume build-up to deployment in market.

• Develop & Manage GTM for any Pepsi new initiative launches / re-launch across the brand portfolio.

• Track, Report, & analyze all relevant information and competitive activities across all trade channels and package and communicate it to management to take appropriate action.

• Planning and executing marketing calendar of particular trade channels such as Modern Trade & Key Accounts inline with Marketing Calendar to insure synergy between Trade Marketing activities and Consumer Marketing activities.

• Transfer Knowledge and best-practices by acting as a mentor for other Trade Marketing assistants.

Qualifications

Key Skills/Experience Required**:**

• Relevant functional expertise with FMGG Company

• Bachelor's Degree

• Establishing priorities of different projects

• Strategic focus, Thinking Skills, Innovation

• Strong Communication Skills

• Business know-how

• Fluent in both English and Arabic

• Builds talent

• Strong Analytical and presentation skills

Key Skills/Experience Required**:**

• Digital marketing strategy
• Platform development & content management experience
• Experience developing digital content strategies centered around segmentation and personalization.
• Ability to use digital analytics to identify trends, issues and opportunities.
• Strong technical knowledge which includes full industrial experience (CSD field experience) and the sales technical knowhow.