Shopper Activation Manager

2 weeks ago

Sydney, New South Wales, Australia Beam Suntory Full time
What makes this a great opportunity?

The Commercial team is responsible for identifying and building long-term category growth strategies along with managing the short-term 12 month Go-To-Market category and shopper plan. We are responsible for being customer and category experts and bringing the voice of the customer into the organization. We achieve this by building plans that realize category growth through the creation and sharing of a common understanding of shopper behaviour and insights. Our aim is to deliver Beam Suntory, distributor and retail partners a sustainable competitive advantage in-market by establishing our people, brands and business as an insight driven, growth-oriented category and brand partner.

The Shopper Activation Manager – Independents is responsible for the development and execution of below the line activation opportunities in Off Premise throughout the year across the Beam Suntory portfolio. With the support of the Channel Activation Manager - Independents, this role executes the short term (12 month) vision for Beam

Suntory brands delivering against identified category growth platforms. This is achieved through the development and execution of best in class, shopper insight driven go-to-market strategies with the specific aim of delivering against defined business and brand objectives. This role works closely with the Channel Activation Manager - Independents, Shopper Activation Manager – Bannered Independents, reporting into the Group Shopper Activation Manager. Brand team, Insights team and Account team at distributor are key, requiring stakeholder management capability, organisational and communication skills.

This role will manage the State Independents program, Liquor Legends and Ritchie's customers.

The Shopper Activation Manager – Independents will provide input to the Channel Activation Manager- Independents for strategy development in the execution process, ensuring brand objectives are met, distributor remain aligned and that shopper insight underpins all Beam Suntory campaigns. This role has a key focus on execution within Independent customers, managing executional complexity and sustaining operational cadence in line with key ATL / BTL / NPD activations.

Role Responsibilities

STRATEGY INPUT

• Input into key planning documents (Brand execution planning workshops, customer activity summary, PIR, customer calendar management, finance processes)

• Challenges ways of working, activations and execution to continuously improve

OPERATIONAL LEADERSHIP

• Support operational excellence across fragmented customer base

• Maintain an external focus to bring the 'voice of the customer' into the organization to educate stakeholders on evolving customer requirements along with evolving BTL plans to be more customer aligned and drive stronger trade engagement

• Execution of the State Indies Program across operational indies, with distributor Account teams and state contacts.

• Management of Liquor Legends and Ritchie's state customers.

DESIGN RELEVANT IN STORE EXECUTIONS

• Translate strategy into the design and development of BTL activations

• Design and co-create point of sale and promotional materials that drive a strong call to action, in line with brand guidelines and Category growth drivers

• Execute and deliver on new product development (NPD) activation plans, supporting the CAM-Indies

• Work closely with aligned agencies to deliver appropriate messaging, brand communication and trade activations to shoppers

• Monitor and improve marketing activity process to ensure all activations are delivered on time and within budget

• Capture all competitor activity in the Independent channel on a weekly basis for delivery to the wider business.

MANAGE BUDGET AND EVALUATE TRADE MARKETING INVESTMENTS

• BTL budget management via the BI tool – includes monthly budget updates, correct GL management, purchase orders, facilitating vendor payment. Responsible for Operational Indies/State Independents Program, Legends and Ritchie's.

• Support Channel Activation Manager – Indies on ROIs on major activations to evaluate and ensure maximum returns and sound use of funds. Ensure learnings inform future activations to improve efficiency.

• Support Channel Activation Manager - Independents to continuously evolve and challenge BTL investments to drive maximum efficiencies and improvements in the Independents channel.

STAKEHOLDER RELATIONSHIP MANAGEMENT

• Work directly with distributor Account NBM in the development of BTL activity – attending meetings with distributor Sales and executing brand activations.

• Develop strong relationships with distributor account team to ensure marketing activations process is running on time and reciprocal inputs are received.

• Maintain strong relationships with brand team to ensure all activations are aligned to brand plans and shopper metrics.

CONFLICT RESOLUTION AND NEGOTIATION

• Able to problem solve issues, influencing stakeholders towards preferred solutions

• Ability to negotiate outcomes with internal stakeholders or distributor equivalents when conflict arise

Qualifications
  • Tertiary qualifications (Commerce/Business discipline preferred) Required
  • FMCG Trade and/or Shopper Marketing Management expertise (min 2yrs+) required
  • Project Management
  • Analytical skills (ACN/Aztec) preferred
  • Advanced Computer Literacy in Outlook, Word, Excel & PowerPoint

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