Trade Marketing Manager Central America

The Trade Marketing is responsible for the development and coordination of the trade marketing & insights activities to maximize the potential of the RedBull brand in the trade whilst maintaining the brand personality & values. They should Lead the strategy of the local sales team and enable the execution of that strategy via Key Accounts and Field Sales teams. This includes all means of communication (internal, trade & shopper), internal coordination between marketing and sales, POS development and implementation, Category Management projects, trial activities and sales analysis to generate insight. In general, the jobholder will co-ordinate and project manage all trade-led marketing activities.

The Trade Marketing is responsible for the development and coordination of the trade marketing & insights activities to maximize the potential of the RedBull brand in the trade whilst maintaining the brand personality & values. They should Lead the strategy of the local sales team and enable the execution of that strategy via Key Accounts and Field Sales teams. This includes all means of communication (internal, trade & shopper), internal coordination between marketing and sales, POS development and implementation, Category Management projects, trial activities and sales analysis to generate insight. In general, the jobholder will co-ordinate and project manage all trade-led marketing activities.

RESPONSABILIDADES

• Develop trade-marketing strategies, utilizing trade and marketing experience to recommend best trade-led activities. Recommend and support trade activity proposals with commercial backing, pushing the brand guidelines whilst protecting the brand image. Create and develop all channels of communication that contribute to the timely execution of RedBull initiatives at internal, trade or shopper level.
• Through personal and electronic communication - educate, orientate and utilize the brand team to deliver through the line activity in store. The country-marketing plan should be translated into sales strategy. Exchange ideas between Marketing and Sales departments proactively and challenge traditions. Establish an internal network with all departments necessary for efficient working – Communications, Brand, Sales, Logistics, Finance and special Customer Insight teams. Be the point of contact for the sales team to advise and give guidance on all account. You should define the Perfect Store by channel for your market using the International Model. marketing activity. Support the alignment across customers and channels in regards to trade marketing activities and the trade calendar for the year. Lead and execute the consumer activations campaigns working hand on hand with the field sales team, the merchandisers, the agencies and the costumers.
• Responsible for developing a clear placement plan for the market and different channels and costumers around the region and coordinating orders with operations. Should also work with operations to ensure that the POS inventory levels are at the right level and should order the correct POS for their market from the international POS catalogue.
• Ensure global POS toolkit is used effectively in order to: adhere to brand guidelines and appropriately represents the brand (e.g. creative and innovative); meet country needs and objectives by being financially viable.
• Lead the local POS development cycle (briefing, prototypes review, feedback session). By working closely with our Agency, and coordinate the flow of information to ensure POS Tools quality and availability in all the markets. Responsible for developing relevant materials and support markets with insight-rich sell sheets, dashboards, reports, and videos to strive the improvement of execution and enhancement of selling conditions.
• Ensure local POS is developed only when international material is not appropriate, and a clear commercial benefit is recognized Off Premise.
• Identify, develop and implement necessary processes to enhance sales business performance within areas of the Business.
• Build the data platform necessary to run analysis and generate insight – directly manage data providers.
• Identify opportunities and challenges. Quantify the opportunities. Prioritize and provide solutions to overcome the challenge or maximize the opportunity.
• Sales development analysis (by customer, by channel, by distribution point, etc.).
• Customer performance in all sales fundamentals.
• Channel (Retail, Impulse, C&C, etc.) specific strategies and tools/tactics.
• Promotional evaluation.
• Business planning.
• Driver of insights for proper cooler placements using DP and owned tools understanding clusters of stores and individual strategies per cluster. (Rojo + Negro, etc).
• Run Category Management projects with the identified top customers. Build relationships with the Category Manager, Space Managers, Logistics Managers and Marketing Managers of the customer. Attend face to face meetings with the customer to present and work with them to improve the performance of the Category in their stores. Interpret the available data and shopper insight to come up with a tailored action plan that will grow Category turnover in that customer.
• For non-top customers provide initiatives and support to Key Account Managers, so they are able to implement them themselves.
• Manage all the international requests of data sharing and international tools local implementation.
• Monthly fill-in of International Dashboard with market data.
• Organization and follow-up of wave of store audits in local market.
• Implementation of global tools (for in-store material creation, for elaboration of planogramas, for evaluation of promotion efficiency…).
• Lead, coach and guide direct report of Trade Marketing Specialist.
• Focusing on performance delivery as well as development of role/person.
• Lead, plan and track the field sales routines of the off premise team. Track the visits and improve the execution in the "Prime Relevant Universe". Assure all tools (displays, local POS Materials, coolers, etc.) to execute the daily plan. Support the team with audits, twisters, blitz, building of displays, merchandising to effectively drive the sales business. Responsible for the Perfect Store Rate of the region.
• Guide field teams to manage outsourced merchandising service.
• Manage service agreements with providers. Define, execute and evaluate KPI´s for the merchandising service provider. Routine audits to evaluate merchandising service level. Support for field sales team on outsourced management, kpis, routines, etc.
• Responsible for the training, motivation and skill development of RedBull & Distribution Partner's merchandising personnel. Training and Managing of Distribution Partner Manager, front Line Strikers and Distributor Partner's as per RedBull guiding norms and regulations to deliver Best in Class service, driving team motivations and development.
• Develop training cycles and presentations according to market and distributor needs.
• Responsible for the agenda of all the regions market. Work cross-functionally and cross-departmentally to ensure best in class support for markets. Execute, and adapt all the trade campaigns according to the market and the shopper needs. Negotiate win/win partnership agreements which add value to both RedBull business and the customer's business. Joint responsibility, support of the DPM's and KAM's, for executing marketing activities and POS. Work with markets to collect and share best practices and administer and drive engagement on the Field Sales Team.

• 3 years' experience in FMCG sector. Ideally in Trade Marketing, Business Insights, Category Management, Key Account Management or Traditional and Modern Sales.
• Clear understanding of markets, sales & distribution, competitor activity, consumer & shopper behavior, category management & business insights in FMCG context
• Strong analytical ability and commercial acumen to understand financial statements and market trends. Strategic thinking able to lead the sales strategy.
• Influencer capable to motivate and engage distributor´s decision makers.
• University Degree (business, marketing or similar).
• Fluent in written and spoken English. EDV (Word, Excel, Power Point, etc.).
• Viajar 10-20%

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