Category Trade Marketing Manager

The Category Trade Marketing Manager has an integral role with Business Support Services - Trade Marketing Group. Given the dynamic Fly Ace portfolio, the incumbent acts as the strategic partner of the Category Team(s) (with Marketing cross-functional groups) in the creation of category and channel strategies and local execution plan for Field Sales. He / She shall intervene in the customer planning exercise with Sales Channel Groups to ensure programs are aligned with the overall strategy; and trade investments optimized. He / She will ensure effective spend ratio and healthy return on investment according to approved financial metrics. He / She will execute with proper cadence in support to FAC's strategic imperatives.

Accountabilities:

Volume and Revenue Trade Building Blocks

• Leads the delivery of trade category volume and revenue building blocks by developing channel| programs with focus on key drivers (distribution, visibility, pricing, promotions and merchandising)

Planning

• Leads the development of all category/channel trade plans in both Modern, Specialty, FSG, Traditional Trade in consideration of marketing and sales strategies

Trade Fund Management

• Allocates category fund on a by-channel / by-region basis to support achievement of business goals
• Ensures optimization of trade spend

Distribution & Route to Market (RTM) Support

• Participates in the development of appropriate RTM strategies
• Participates in setting appropriate metrics for distribution metrics

Key Account Management Support

• Participates in the development of shopper insight-based programs with Marketing and Sales

Forecasting

• Prepares category forecast and participates in the monthly forecasting meeting with Marketing, Demand Planning and GSOA

Retail Excellence

• Utilizes relevant shopper insights, market data and customer information in the development of Retail Standards

Functional Expectation: To become a profitable enabler of growth via successful development and execution of 'cycle drives' and addressing local operational gaps, exploiting peculiar geographic opportunities

FUNCTIONAL SCOPE 1: CYCLE DRIVE CONSOLIDATION & GATEKEEPING

BRAND SALES BUILDING BLOCKS: Consolidation and Deployment of Category initiated activities from head office to the sales units (Modern Trade & General Trade, Specialty Channel)

• Category Activities (NPI Listing, Base Listing Expansion, Kit Promotion, Visibility Programs, Other Tactical activities)
• Monthly Cycle Cascade (Sales & Marketing Calendar)
• Omnibus / Corporate Programs (eg. Distributor Sell-in / Sell-out / Focus Brand Incentives

PILLAR & HERO ACCOUNTS: Commercial strategic partner of Sales for Joint-Account Business Planning (JABP)

• Ensures integration of FAC Cycle Drives in the Call Objectives of Field Sales
• Gate-keeping of TTA related activities to ensure optimum spend and drive higher sales growth

BUDGET MANAGEMENT: Ensures timely and efficient deployment of category budget. Accountable for the effective cost-to-sales and optimum spending limits

• Managing trade spend within the approved financial metrics
• Finding spend efficiencies (eg. concessions, FCL options, Cross-Category synergies, etc.)
• Ensures budget are timely and properly accrued

FUNCTIONAL SCOPE 2: ADHERENCE TO RETAIL STANDARDS

LOOK OF SUCCESS: Development and execution of the prescribed category placement and shelving standards

• Category planogram execution in key account doors (to include secondary displays)
• General Trade POSM Development and Deployment

SPEED-OF-SHELF: Ensures timely in-store execution of NPI, Expansive Listing, Kit Components and other Tactical Activities

• Ensures deployment of activity toolkit for fieldsales (eg, Presenters, samples)
• On-Shelf / Implementation scorecard
• Dashboard development and performance analysis (eg. ROI vs. Plan, CTS, Put Up) |

FUNCTIONAL SCOPE 3: CHANNEL DEVELOPMENT & ROUTE-TO-MARKET SUPPORT

WHOLESALER STRATEGIC DEVELOPMENT: Creates programs to foster wholesaler partnership in high density territories to supplement downline coverage and drive indirect distribution

BUSINESS DEVELOPMENT / TRADE EVENTS / FESTIVITIES: Links festivities and occasion-based activities with major local retailers to help drive critical mass for FAC core brands

• Tap strategic non-traditional channels to support business expansion and drive wider reach for FAC products (Traditional and Non-Traditional Sector)