Marketing Manager Alcohol at FMCG Distributions Ltd

Job Description

The candidate must be able to demonstrate project inception/initiation and a ’handson”/“Make it Happen” attitude, we are less interested in people who have simply followed instruction or handed projects to outside agencies. This position, if successfully delivered, would be a stepping stone to Head of Marketing.

Summary of Role

• Responsible for meeting the sales targets of the Company’s alcohol portfolio.
• Define and execute annual Category Marketing Plans for the portfolios, describing how: Volume targets
• Promotional Plans by trade channel to achieve volume targets
• Impactful presence at point of sale
• Clear communication messaging
• Social Media engagement
• Demonstrator sampling campaigns in Supermarket channel Be responsible for directing the design and execution of all packaging materials.
• Take ownership of the new product development process, ensuring new products are available in a timely manner and that separate

Brand Responsibility

• Captain Jack Rums (No1 Rum in Nigeria) Big Ben (Gins) Royal Standard (Whiskies) Tusker (Bitters) NiGinger MacArthur’s (Scotch Blended Whisky)

Key Tasks

• Annual Marketing Plan Author an annual Marketing Plan for the portfolio of brands, to include volume objectives, calendar of promotions and other activities.
• The Plan should cover all routes to market, namely Direct Wholesale, Indirect Wholesale, Retail, National Accounts and Supermarkets, HORECA, On-line. Cost this Plan and ensure it falls within budgetary constraints.
• Promotional Initiatives Operationally break the Annual Plan down into rolling  Journey Action periods. Issue Final, Forward and Tentative Plans for each Journey block.
• Finesse and adapt proposed activity as it passes through these planning stages.
• Execute the Final Plan in terms of working with others to produce a Salesforce presenter for that Journey’s promotional activity and issue to the Divisional Managers in a timely manner versus the dates of their Journey team meetings.
• Ensure the promotional activity is fully costed and volume targets are set.
• Measurement of Promotional Effectiveness Evaluate the performance of each promotional cycle in terms of volume, distribution, salesforce performance, financials.

Point of Sale Presence

• Working with Sales Managers and Creative Designer, amongst others, ensure that our brands have significant and effective point of purchase visibility in each channel. This will include the design, provision and placement of permanent and semi-permanent materials at point of purchase.
• Demonstrator Campaigns Devise and execute a programme of in-store face to face sampling/promotional campaigns/demonstrator activity in the Supermarket/On-trade channel.
• On-Line Ensure our presence in this channel builds. B2C ensure prominence in all major online retail conduits, with relevant offers for key brands. Social Media – ensure all content created is consistent with brand DNA.
• New Product Development Own the new product development process. Take existing concepts and turn them into reality in a timely manner. This will involve, but not be confined to, product formulation and testing, packaging design, packaging production and regulatory approval. Separate launch plans for new products to be authored and enacted within the principles of our Journey Action Calendar.
• Marketing Budget Own the Marketing Budget. Forecast anticipated expenditure of promotional plan on an annual basis and review on a weekly and JC basis (Forecast versus Actual) - take corrective action when required to ensure all activities stay within Budget.
• Reports Manage the Regulatory Affairs Executive and the Marketing Accountant, ensure they are working efficiently and focused towards the achieving the Company goals
• Stock Planning Participate in the regular production and stock planning meetings for alcohol. Feed the Marketing volume forecasts into this forum in line with the agreed promotional activity.
• External Contacts 
• Engage with trade bodies,
• Regulatory bodies and other external contacts as and when required.

Key Competencies (Latent)

• At least 3 years’ experience in a hands-on Marketing environment
• Familiarity with authoring annual and promotional plans
• Track record of delivering results
• Experience of budgetary competence 
• Pro active 
• Project Management and Process familiarity 
• Competent on all Office 365 software packages

Key Competencies (Learned)

• Through understanding of the FMCG sales process and its reporting
• Regulatory Constraints 
• FMCG ethos and process