THE JOB AT A GLANCE
You are accountable for the development & delivery of strategic Trade Marketing Plans by Channel/Cluster (incl. digital & e-comm) & associated customers providing clear direction for category & brand presence, value, & shopper engagement across point of purchase platforms for incorporation into Annual Customer Plans / JBPs & Operational executional plans (cycle & ad-hoc), providing knowledge share & skills development as required. These plans are to be built on a platform of robust commercial analytics of portfolio & pricing dynamics/scenarios ensuring that competitive brand positioning, shopper/trade value, & business profitability are optimised. You are expected to elevate the contribution of Trade Marketing within your Business Unit, continuously develop your personal capabilities, and contribute to making Tiger a great place to work.
Responsibilities
WHAT YOU WILL DO
CHANNEL/CLUSTER & CUSTOMER UNDERSTANDING
- Knowledge of shopper/mission profiles, category roles, and business priorities, objectives, plans (incl. PB), trade media platforms, & strategic/executional capabilities of customers across channels/clusters
- Awareness of competitor relations & joint working initiatives & impact/implications for TB across channels/clusters with key trade partners
- Undertake deep dive category & basket analytics for assigned channels/clusters & associated customers referencing the above to identify channel/cluster/customer led trends, upside opportunities, & potential threats to category & TB growth
- Collaborate with Shopper Marketing & Sales to build Channel/Cluster (incl. e-comm) & Customer specific executional plans (across presence, value incl. co-op grids, & engagement across all trade media platforms) to deliver the strategic shopper plans as well as take advantage of identified basket conversion opportunities for category / brand to deliver mutual growth.
- Support the Sales team in building credentials in & influence over category & brand execution in trade through Joint Business Planning & tactical customer specific initiatives.
- Support the Sales team in aligning & directing operation execution of plans (incl. Perfect Store, launch GTM, & shopper campaigns) in line with customer plans
- Quarterly strategy reviews are to be undertaken and Trade Marketing Plans revised accordingly in response to changing market dynamics, new opportunities, & Identified risks
- Work closely with Revenue Management & Shopper Marketing to: review pack: price architecture by channel/cluster to competitive satisfy shopper needs & optimise range performance for TB & the trade determine optimised promotional mechanics & pricing levels by channel/cluster & Customer to secure competitive SOV & drive brand switching & profitably build basket size/mix in line with shopper plans
- Work closely with Finance, Sales & Ops to ensure that pricing accruals are accurately calculated & actioned, & that execution of pricing / price adjustments are executed in line with approved strategies
- Ensure that all trade marketing plans are executed on time & in full, delivering the objectives/ROI set, timeously addressing delays & shortfalls
- Proactively support launch GTM plans to maximise the impact & traction of brand innovations in targeted trade outlets
- Prepare routine reviews of category & brand performance (sales out / basket KPIs) for assigned channels/clusters & associated customers detailing causes of gaps & proposing responsive actions to address shortfalls & capitalise on opportunities
- Support Sales in Customer Reviews & JBP Status Updates with shopper-led insights & recommendations on growth driving initiatives
GROWTH PIPELINE
- Achievement of the total budget for the Business Unit (NSV / Volume/ Margin / EBIT)
- Execution Excellence of Perfect Stores, Innovation GTM, & Pricing
- Delivery of Trade Marketing Plans
- Customer Rating of Customer Marketing
- JBP Live & Actioned
- Management of pricing accruals
- Activation & expense budgeting
- No negative audit findings
- Personal development & career plans
WHAT YOU NEED TO BRING
CHANNEL/CLUSTER LEADERSHIP
- Leverage understanding of channels/clusters/customers & their role in delivering strategic shopper plans to build credibility with & establish effective working relationships with Marketing, Shopper Marketing, RM, Sales, & Ops, whilst establishing credibility & influence with key customers
- Demonstrated understanding of the key processes of category analytics, with confidence in channel/cluster & customer level data mining (incl. basket data) to extract meaningful and actionable insights
- Effective project management skills, proactive performance management and commitment to the achievement of business objectives set
- Strong communication and presentation skills to build compelling trade arguments that engage and influence both internal & external audiences securing their active support
- Negotiation skills is an advantage when interacting with trade partners
- 3-year Bachelor Degree in a commercial field
- 2-3years work experience across FMCG Trade/Category/RM
- Category management experience is advantageous
- Time in Brand Marketing is considered useful
- PRESENCE ranging, merchandising, permanent visual materials & messaging
- VALUE pack/price offer, promotional pricing/mechanics, SOV, messaging
- ENGAGEMENT theme & tactical campaigns & activations (incl. customer led)
Tiger Brands is proudly Africas largest listed manufacturers of fast-moving consumer goods (FMCG). We impact lives every day with our iconic, award-winning brands. Our core business is the manufacture, market and distribute everyday branded food and beverages. Our products are relevant across every meal occasion and are well positioned to grow.
Being a food company means were an intimate part of everybody's daily lives and thats why we get loud and proud about exploring further, roaring louder and growing together.
