Regional Trade Marketing Manager - Port Harcourt at International Breweries

The key purpose of this role is to serve as the critical link between brand strategy and retail execution, ensuring the seamless integration of the Marketing 4P’s mix at the point of sale. This role focuses on aligning trade marketing strategies with sales field teams to enhance execution, improve sell-in and sell-out performance, and drive transformation in trade marketing. By simplifying and strengthening connections between marketing strategy and in-market activities, the role ensures the effective delivery of business objectives in Nigeria.

Key roles and responsibilities:

• Data Collection & Management: Collect and Manage Trade Marketing Data (Promotions & Activations Data, Specific Project Data, Asset Data etc.) on share-point and other cloud tools.
• Trade Promotion Analysis: Evaluate the effectiveness of trade promotions and campaigns by analyzing sales data, promotional ROI, and trade spend. Identify areas for improvement and make recommendations to enhance promotional strategies.
• Channel Strategy: Collaborate with sales and marketing teams to develop channel-specific marketing strategies. Evaluate distribution channels, pricing structures, and promotional tactics to maximize sales and profitability.
• Collaboration: Work cross-functionally with sales, marketing, product development, and finance teams to align trade marketing initiatives with overall business objectives. Communicate findings and recommendations effectively to stakeholders at all levels.
• Reporting: Prepare regular reports and presentations to communicate key findings, performance metrics, and actionable insights. Provide timely updates to management on trade marketing initiatives and results.
• Strategic Design: Conceptualize and craft impactful trade marketing strategies and campaigns that align with brand objectives and effectively drive execution at the point of sale.
• Vendor Management: Collaborate with procurement teams to secure optimal rates and maintain strong relationships with vendors, including those providing coolers, draught equipment, trade marketing services, and tech/RTM solutions. This includes overseeing vendor performance, ensuring alignment with trade marketing plans (activations, promotions), and leveraging vendor resources for accurate audit information.
• Technical Competencies: The role requires strong leadership and the ability to influence and embed new ways of working, fostering a culture of inspired thinking. It demands strategic, analytical, and creative problem-solving skills, along with expertise in project and operations management. A deep understanding of commercial and financial acumen, particularly in retailer and ABI economics, is essential. The ideal candidate excels in communication and influencing, with a high EQ and empathy for retailers, enabling effective collaboration across departments and with external stakeholders. Proficiency in through-the-line marketing, including strategy, execution, and preparation of programs, experiential initiatives, and merchandising, is key. The candidate should understand the implications of marketing strategies for retail execution and possess consultative selling expertise and sales management skills. Credibility and the ability to influence both retailers and internal stakeholders are crucial for success in this role.

Key attributes and competencies:

• Good Communication skills
• Business Acumen
• Resource Allocation/Management
• Customer Relationship Management
• Stakeholder Management
• Digital Marketing Knowledge
• Leadership Skills

Minimum requirements:

• Min. of B.Sc./HND in Sales and Marketing or any related discipline.
• 3 - 5 years management experience.
• Experience in both regional roles with selling and operations background and marketing or trade marketing.