On Trade (HORECA) Manager

Academic Qualifications

• Bachelor of Marketing, Business Administration, Communications or Related field. or
  
• Master of Marketing, Business Administration, Communications or Related field, will be an added advantage.
  

Professional Qualifications

• Must hold a professional qualification in marketing
  
• Must possess a clean and valid driving license.
  

Experience

• At least 6 years, 2 years experience in management roles in a FMCG marketing firm, advertising agency or within any similar organisation.
  

Development of HORECA Plans

• Develop and implement strategies and tactical plans for HORECA to ensure sustained business growth in the assigned customer market in line with the overall KWAL strategy of winning in premium with beer and near-beer
  
• Gather, interpret and utilize multiple information sources to develop customer-specific tactical plans.
  
• Collaborate with marketing teams regarding strategies to develop understanding of product distribution, placement, pricing and promotional initiatives.
  
• Develops and negotiates joint business plans with key outlets, thereby promoting the full portfolio
  
• Manages BTL investment budgets for key outlets to ensure excellent availability and execution of focus brands
  
• Continuously evaluates channel coverage strategy, right visit frequency and formulates proposals to win in the wider HORECA landscape
  

Trade Development

• Achieve set volume, value, and gross income targets on strategic focus brands.
  
• Drive profitability within the assigned area, manage Opex saving and optimize resources to achieve sales targets (People, process, time, tools).
  
• Achieve product availability targets through identifying and negotiating listings and targets for strategic focus brands to drive and maintain numeric distribution by brand category.
  
• Enhance product accessibility through identifying and negotiating SOVI (Forward Share Inventory and limit Out of Stocks) and achieving cold and ambient space targets by channel and brand category.
  
• Promote product affordability on price by ensuring adherence to Recommended Retail Price (RPP) guidelines per strategic focus brand by channel and outlet type.
  
• Promotion – Identify, negotiate, plan and execute temporary activities at the Point of Purchase that create an additional temporary impulse to buy a particular brand or product
  
• Identify, negotiate, plan and execute activation opportunities such as promotions and tastings with customers in line with the national sales plan.
  
• Persuasion – Negotiate and execute activities at the Point of Purchase related to actively or passively recommending our brand/ product. This includes deployment of POS Materials, building relationships with outlet staff through product training, waiter branding etc
  
• Ensure use of SFA tool to analyse the market in terms of demand and use this information to manage metrics including calls, strike rate targets, outlet expansion, sales volume, profit, and expenses associated with selling products to the HORECA
  

HORECA & Distributor Management

• Undertake forecast and purchase planning
  
• Ensure compliance by distributor on credit terms, stock policy and reporting as per agreed SLA’s
  
• Build strategic Joint Business Plans that contribute to the long-term profitable growth within the channel
  
• Ensure that the HORECA are fully serviced as per agreed SLAs.
  
• Execute key distribution, placement, pricing and promotion initiatives within assigned accounts to achieve target sales revenue in a profitable manner.
  
• Recruit and serve HORECA outlets to the satisfaction of outlet owners and meet the company’s objectives.
  
• Manage debt within the approved credit policies
  
• Exceptional knowledge of premium brands and how to serve them, able to train waiters on brand knowledge
  

Relationship Management

• Establish and manage winning trading relationships with the key contacts in the allocated portfolio for the overall benefit of the business.
  
• Align sales functional excellence to changing market demands to the market need of the assigned portfolio to ensure sustained business operations and growth
  

People Management

• Mentor and coach team members to enhance their skills and career growth.
  
• Set clear performance expectations and goals for team members.
  
• Conduct regular performance reviews and provide constructive feedback.
  
• Address and resolve conflicts within the team in a timely and fair manner.
  
• Identify skills gaps within the team and build plans to overcome them (negotiation skills, brand knowledge)
  
• Actively ensure the team continuous to learn, share and reapply knowledge to achieve excellent execution
  

Integrated Commercial Planning

• Understands and is able to articulate company commercial strategy, key objectives and their role to achieve those
  
• Actively contributes to the company strategy by providing insights and feedback. Translates these objectives into KPIs for individual team members
  
• Keeps active involvement in Cycle Briefings, working collaboratively with other functions (Trade Marketing, Marketing)