Trade Manager at Lheon Consulting

Responsibilities

• Trade Strategy & Planning
• Develop and implement trade marketing strategies aligned with overall sales and brand objectives.
• Develop monthly and quarterly trade plans to achieve volume, revenue, distribution, and visibility targets.
• Identify market opportunities, emerging channels, and trends within the wine and spirits industry.
• Develop plans for new product launches, promotions, activations, and seasonal campaigns.
• Sales & Distribution
• Drive sales volume, revenue, distribution, and market penetration across assigned territories.
• Develop and maintain strong relationships with distributors, wholesalers, retailers, hotels, restaurants, bars, clubs, and other trade partners.
• Monitor product availability and ensure adequate stock levels across key outlets.
• Identify new business opportunities and expand the company's customer base.
• Work closely with the sales team to achieve agreed sales targets.
• Trade Marketing & Brand Visibility
• Ensure effective execution of trade promotions, activations, tastings, and brand visibility initiatives.
• Develop and implement point-of-sale visibility standards across outlets.
• Ensure proper placement and presentation of products within key accounts and retail outlets.
• Monitor competitor activities, pricing, promotions, and visibility and provide actionable market intelligence.
• Coordinate with the Marketing team on brand activations and consumer engagement activities.
• Key Account & Channel Management
• Manage and grow relationships with key accounts within the on-trade and off-trade channels.
• Develop channel-specific strategies for hotels, restaurants, bars, lounges, supermarkets, liquor stores, and other relevant outlets.
• Negotiate commercial arrangements, promotions, and visibility opportunities within approved company guidelines.
• Monitor account performance and identify opportunities for increased sales and distribution.
• Team Management
• Supervise and provide direction to Trade/Sales Executives, Brand Ambassadors, Sales Field Agents, or other assigned team members.
• Set clear targets and KPIs for team members and monitor performance.
• Conduct regular field visits and performance reviews.
• Coach and develop team members to improve sales execution and customer engagement.
• Ensure compliance with company policies and reporting requirements.
• Market Intelligence & Reporting
• Track sales performance, distribution, outlet coverage, market trends, pricing, and competitor activities.
• Prepare weekly and monthly trade performance reports.
• Provide management with insights on market opportunities, challenges, and recommended actions.
• Monitor ROI on trade promotions and activations.
• Maintain accurate records of trade activities, customer information, and outlet performance.
• Budget & Commercial Management
• Manage approved trade marketing and promotional budgets effectively.
• Monitor spending against approved budgets.
• Ensure trade activities deliver measurable commercial value.
• Work with Finance and Sales teams to monitor customer accounts, collections, and commercial performance where applicable.

Key Performance Indicators (KPIs)

• Achievement of monthly and quarterly sales revenue targets.
• Achievement of volume targets.
• Growth in numeric and weighted distribution.
• Number of new active outlets acquired.
• Outlet coverage and call frequency.
• Product availability and stock-out rate.
• Trade promotion execution rate.
• Brand visibility and compliance across key outlets.
• Growth in key account sales.
• Customer retention and relationship development.
• Trade marketing ROI.
• Competitor and market intelligence reporting.
• Team target achievement and productivity.
• Accuracy and timeliness of sales/trade reports.

Requirements

• Interested candidates should possess relevant qualifications and experience