Brand & Trade Coordinator (Beverages)

The Brand & Trade Coordinator (Beverages) supports the achievement of all business goals relating to brand performance & revenue generation targets for assigned SKUs at specified customer accounts.

PRINCIPAL DUTIES

• Maximizing Sales & Profitability
  • Collaborate with Commercial Sales/Division Management to conceptualise effective business strategies and tactics to achieve sales & profitability targets for assigned brands and customer accounts.
  • Recommend innovative alternative strategies and solutions to support volume, revenue, market share and profit growth.
  • Maintain and increase brand awareness in the market, design programs to increase brand availability for specific consumer occasions, and consult and implement initiatives.
  • Implement commercial initiatives such as sales incentives, retailer programs, and promotions to maximise volume and profit. 

• Trade Marketing Planning & Execution
  • Lead planning and implementation of all trade marketing plans, promotions, marketing campaigns and events, in conjunction with local commercial / trade marketing teams as per predetermined brand marketing calendars and providing ongoing recommendations to ensure maximum quality, excellence in execution and continuous improvement.
  • Consistently monitor compliance to trade marketing activities such as planograms Trade Space Rentals – Gondola/In-Aisle/Floor Displays, POP materials and product availability
  • Ensure the advertising and promotions (A&P) budgets are effectively managed, liaising with Principals, Advertising Agencies, Media houses and other relevant parties in the process to ensure business deliverables are achieved.
  • Act as a communication hub within the company between Sales/Division Management, Warehouse, and other related internal teams to sustain strong working relationships and ensure business priorities are executed properly in the field.
  • Create effective internal and external communication of program details, funding, business objectives and results among key constituents. 

• Trade & Customer Support
  • Plan regular trade visits daily, weekly, or as required to customer accounts to build and maintain strong business relationships, provide support, and resolve conflicts, issues, and concerns,  
  • Continuously monitor, evaluate, analyse, and produce action plans from live in-market and store-specific data as it relates to competitors and competing brands, substitute products,
  • Educate and provide information to customers on product and category knowledge.
  • Coordinate with Sales Reps and Merchandisers to ensure delivery of the expected level of service to customers as well as the implementation of activities and promotions in-store.
  • Represent the company appropriately to the owners and key personnel of outlets to provide the right attention and complement the service of the sales force. 

• Business Analytics & Market Intelligence
  • Conduct routine and ad hoc analysis and reviews of the brand revenues, competitive, category, customer, and consumer trends to enhance the brand’s equity and marketplace performance. Create gap analysis, propose and execute a corrective time-bound action plan.
  • Sales reports generation and analysis:
    • sales projection and forecasting
    • budget development and tracking
    • fill rate and taxi factor report generation and analysis
    • Route Analysis:
      • Performance reports, sales penetration
      • Customer penetration analysis and channel tracking
      • Identify top customer declines in channel vs the prior year and develop an action plan.
      • Development of pricing structures and strategies to increase revenue generation by looking at brands by channel/ competitive landscape and margins/markup/suggested retail pricing/profit/ and building scenarios for corporate planning and forecasting. 

QUALIFICATIONS & EXPERIENCE

• Undergraduate degree in Business Management, Marketing, or a related discipline
• At least 2 years of experience in managing international consumer/FMCG Brands

 KNOWLEDGE & SKILLS

• Excellent communication skills
• Proficient in business applications and other related commercial software
• Excellent interpersonal skills, team building and collaboration
• Sound problem solving and analytical skills