A. JOB SUMMARY
Channel activation/ Demand creation activities implementation that inspires and excites our customers.
Responsibilities include, but are not limited to areas of Sponsorship, Activation (Brand activation in outlet/ channel, but NOT including thematic campaigns/ launches, B2B/ Sales KOL dinners, brand community dinners/ tastings)
Develop and implement channel development strategy and category management in areas of Visibility, Promotion, Channel activation/ category demand creation at Point-of-Purchase so as to ensure optimal distribution and visibility of brands in line with customer segmentation guidelines (PROS); Help position Pernod-Ricard to be recognised as the preferred Category Partner for strategic customers
B. KEY ACCOUNTABILITIES
1. Strategic Planning & Projects:
• Synchronize consumer strategies and channel strategies to increase demand and trade support for our profitable growth.
• Contribute to develop a trade channel strategy for PRVN brands to be listed, displayed and activated (PROS PVA) in a consistent manner in line with overall company guidelines and strategy, develop commercial planning calendar, in order to ensure that PRVN products are sold according to agreed priorities and seasonality.
2. Channel activation/ Demand creation activation
• Based on the channel strategy, commercial planning, and assigned budget, leverage brand target audience/ channel insights to amplify brand message to ensure excellence on the Brand activation and Category demand creation at outlet level (promotion activities in commercial calendar grid for partners/ customers) with the purpose of driving sales and brand awareness
• Drive Point-Of-Sale effectiveness targets and deliver a strong ROI % on all spend
• Ensure right implementation of customer segmentation (PROS) and service pack including value added services to customers, in order to ensure best adaptation of PRVN offer to each customer touchpoints
3. Budgeting & Control:
• Formulate operational plan for Channel Marketing with key activities and detailed budgets for the annual Budget Plan, track budgets, in order to ensure alignment with strategic guidelines and trade A&P efficiency without overspending by region.
4. Business Information & Intelligence:
• Contribute to lead business environment watch, distribution channels and customer trends monitoring, customers / consumer insights from the field to ensure PRVN offer's continuous alignment with market needs.
5. Animation & Visibility:
• Develop and implement development of visual merchandising (alignment with brand guidelines); allocate visibility budgets by brands by region; develop seasonal schemes and promotion activities/ activations, be perceived as a legitimate “adviser” by the trade to engage outlets with consumers and provide added value to customers through PR business solutions, in order to develop consumption of loyal target consumers and ensure attraction of new consumers
Education & Experience
• Bachelor/ Master Degree in Marketing, or equivalent
• At least 6 years in Trade Marketing, Sales, Marketing
• Experience of work in F&B multinational company, FMCG or related fields is preferable
Specific Knowledge
• Fluency in English, computer literacy
• Clear understanding of the concept of Sales and MKT in alcoholic business or related field
• Excellent and effective communication, presentation, problem solving, interpersonal and analytical skills
• Can-do, Result-oriented, proactive mindset
• Love to socialize, teamwork
Business Understanding
• Comprehensive understanding of consumer behaviour, customer and category management,
• Comprehensive understanding of the on-trade universe