General Manager Trade Marketing

Job Description : GM TRADE MARKETING UAE o plan and lead the Trade Marketing Regional Team & Design, Delivery and Sales strategies in alignment with the broad group level guidelines and ensure smooth execution of the trade marketing activities across All S&D countries and channels 1. Formulate and evaluate the growth path, margin expectation, innovation strategy, distribution and promotion strategy and route to Marketing strategy for the trade marketing department regional and country specific 2. In close coordination with the CEO of each country finalize on the trade marketing budgets allocate dat the beginning of the year, in line with Marketing and Sales objectives. 3. Oversee the trade marketing budget to ensure effective budget management and ensure that all resources are effectively used to drive optimal results achieving profitable growth by country 4. Lead the development and production of promotional displays across channels 5. Oversee establishment of robust processes and control mechanisms for smooth execution of the trade marketing activities 6. Provide category thought leadership and devise mechanisms to reduce the trade marketing investments 7. Lead trade marketing operations planning, analysis and optimization initiatives. Identify business opportunities and drive key plans with the trade marketing team to implement the same 8. Understand channel/customer priorities and operating rhythms and define optimal assortment, display, merchandising standards per channel to maximize in-store visibility 9. Guide the teams in developing category plans for assortment, shelf-layout, promotional strategy, focusing on the target shopper 10. Lead & support the team in running customer specific category management projects for all regional/ national accounts 11. Be the voice of customers and market key point of contact from design stage to in market exploitation stages. Drive and create strong and unique brand programs and lead deployment process 12. Analyze and report on promotion activities performed and track the level of spending by the brand 13. Ensure that the actual ground promotion activities / brand events are planned & conducted and good relations with all trade partners are maintained 14. Build and execute a collaborative approach to trade marketing. Ensure collaboration between the Category Management and Sales teams as well as customers to implement channel marketing plans (merchandising, promotion, visibility) based on agreed strategy and the annual plan 15. Based on a pre-agreed format, evaluate results against established KPIs, leveraging Finance and Business operations as needed for Return On Investment (ROI) details 16. Ensure full integration of Customer Marketing Plans with Brand Marketing Plans and Customer Business Planning 17. Ensure effective collaboration with the distributor and the retailers and oversee the implementation of the Sales Plan in the market through the process laid out by the team 18. Ensure the team uses the most effective tools/ data bases, supported by the sales operations team, to provide a complete view on channels trends/development as enabler for the planning cycle 19. Lead & Develop Annual Business Plan for RTM implementation in conjunction with commercial trade marketing team and the sales team 20. Implement and adapt the reality of "Optimized RTM strategy" including Execution Management Surveys, Report, Routines, RTM Models, RTM Toolkits and Dashboard by working closely with Regional Sales teams to assure that RTM Execution guidelines have been implemented per the design 21. Perform monthly field visits together with Sales leaders and trade marketing team in a systematic and recurring way to receive first hand insights on promo execution results and on the different outlets and locations, identifying issues and opportunities 22. Manage the relationship with external parties, overseeing and assisting the team in briefing external agencies and suppliers for implementation and execution of various trade marketing activities 23. Define promotional metrics and report on performance. Collaborate with sales and brand peers to share and apply best practices. 24. Design and lead the monthly gap reviews (MGR) & demand meetings (DM) between the sales and categories 25. Conduct monthly analysis on MGR & DM and take necessary measure to rectify if needed 1. % Adherence to trade marketing budgets 2. % Reduction in trade marketing investments 3. On-shelf availability (OSA) 4. Customer satisfaction score 5. Category performance at channel/ Branches. 6. Retail margins and channel profitability i.e. Gross Contribution %. 7. Weighted &Numeric distribution by brand 1. 15+ years of related experience including specific trade marketing experience across the FMCG sector in multiple countries 2. 8 – 10 years of sales experience in FMCG organizations is also required Qualification 3. MBA or Post-Graduate Diploma in Management with specialization in Sales & Marketing from a reputed university Competencies 4. Leading and Managing Change - The ability to understand the need for change to embrace the change in a positive manner. Communicates the vision for change by engaging and facilitating others to work collaboratively to achieve real change. Seeks out opportunities to effect change to improve organizational performance. Develops self and others to respond effectively to change communicating change clearly to all those around them. 5. Ownership and result orientation – Demonstrating personal ownership mindset within the business/organization scope. Also knowing what results are important and proactively focusing all actions and resources to drive to achieve them. 6. People Leadership – People leaders, through focus on interpersonal skills have the ability to enable employees to optimize their potential, motivate others and build a strong culture of team work that focuses on real engagement. It also includes optimizing talent utilization and developing leaders for the future through enhancing and developing self and others. 7. Innovation – The ability to come up with novel and different ways to deal with work situations or challenges. 8. Knowledge of Supply Chain Management - The ability to understand the principles of demand and supply (sales & manufacturing process) that will ensure smooth process and allow accurate results 9. Knowledge of Value Chain Management – The ability to understand the principles of the SC and manufacturing process of oversight of materials, information, and finances as it moves in a process from supplier to manufacturer to wholesaler to retailer to consumer. 10. Trade Marketing and Category Management – The ability to manage and optimize the discipline of marketing and category Management that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level 11. Business Acumen – An ability that allows you to understand and cope with different business situations. A deep and applicable understanding of the system of how a business achieves its goals and objectives. A thorough understanding of the levers that create and position a value proposition to customers and drives profitability, cash flow, and shareholder value. 12. Strategic Thinking – To demonstrate the ability to find and develop a strategic plan for an organization, by exploring all possible organizational futures, and challenge conventional thinking to foster decision making today.

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