The Territory Consumer Lead (TCL) is under the Marketing function and is responsible for driving the business growth of their assigned territory through Consumer acquisition and retention. In order to achieve this, the incumbent needs to drive quality Retailer Distribution and Wholesale Volume through a Consumer Centric approach mindsets. Based on their assessment of the challenges and opportunities in the assigned territory, making use of available information, collaboration with the Field Sales, they will develop the necessary short and long term strategies and programs that will address the needs of the business and support the delivery of the territory KPI's., growth inclusive.
This role will be tasked to lead the development and management (incl. monitoring & reporting) of relevant campaigns and/or programs, that are part of the over-all regional and zone strategies covering various touchpoints such as General Trade Retailers and Wholesalers, Local Key Accounts, Designated Smoking Areas and HORECA channels where the over all objective is Consumer Acquisition and Retention in the assigned territory.
This role will also be tasked to do the following:
- External (Nielsen) and Internal (Sales Data) Data Analysis
- Conquer tools champion
- Competitive Analysis
- Budget Monitoring
- Creation of internal documents such as contracts, project briefs, weekly reports, closure reports, presentations during business reviews
What you will do:
1) STRATEGY & CAMPAIGN / PROGRAM DEVELOPMENT
- Review and understand all relevant information within the assigned territories through data understanding, competitive review, field work and insighting in order to identify challenges and opportunities, developing appropriate short-term and long-term strategic action plans for JTI brands within the territories assigned to enable business growth.
- Responsible for initiating and securing complete project approval (OPB) and all operational mandatories to activate planned campaigns/programs (Coordination with M&S stakeholders, Third Party Agencies, GIP, Suppliers, TME encoding, testing and production).
- Ensure campaign clarity amongst front-liners (TSR/TER)
2) LEADING IMPLEMENTATION
- Develop campaign/program mechanics, spiel and lead in briefing to field sales in order to guide them in the proper execution of programs across targeted trade partners and outlets consistent with program objectives, timelines, allocations, and all other company protocols with full compliance.
- Manage overall deployment and implementation of Brand-led /Field Marketing-led activities in the assigned territories.
- Key representative of Field Marketing in overseeing all activities in the assigned territories which will cover but not limited to various program tools such as consumer and trade deals, trade incentives, bundling activities (multi-pack or premium), sampling and consumer brand activations.
- Manage and deliver an optimal full year consumer acquisition campaigns / programs calendar in the assigned territories.
- Drive performance management & investment optimization. Drive program resources planning and deployment
3) PROGRAM EVALUATION
- Perform regular survey on campaign / program execution to ensure compliance with standards / intended trade impact. Immediately resolve or address any challenges, that includes immediate escalation.
- Review performance vs objectives and not limited to in terms of volume, stores participation, implementation guidelines, competitive response, ease in implementation and effective campaign spend.
- This include oversee, monitor, measure execution success and program post-evaluation.
4) TERRITORY LEADERSHIP
- New Opportunity and New Product Launch : Support Brand and Field Marketing on New Product Launches in building robust bottom up launch campaigns that include pipeline volumes and distribution partnering M&S stakeholders, drive merchandising requirement and pricing compliance for the assigned territories.
- Develop consumer campaign in driving New Opportunity to enable brand range selling in pre-identified opportunity territory / barangays.
- Route to Consumer: Provide cross functional support in understanding and developing an efficient route to consumer to better deliver high impact campaign and brand reach.
- Be the custodian of Territory toolkit buildup
5) RESOURCE MANAGEMENT
- Responsible for assigned field marketing budget management and proper to optimal deployment of program tools and materials.
- Establish strict management, control and compliance for program enablers such as:
- Territories FM budget
- Free goods requirement and allocation
- Merchandising materials (POSM inclusive) with right quantity requirement
- Premium items with optimal cost and right quantity requirement
- Physical counting of free goods / premiums / POSM (depot and vehicles)
Who we are looking for
- Bachelor's Degree graduate, preferably of a Marketing / Business / Communications - related courses
- At least 2-3 years experience in Sales, Trade/Channel Marketing, Consumer Engagement or Marketing that includes on ground Field Sales experience preferably from an FMCG company.
- Good communication skills - Oral and Written (English, Filipino)
- Data Gathering
- Insighting and Analysis
- Trade & Channel Development Strategy & Plan Formulation
- Problem Solving
- Project Management and Monitoring with understanding of sales operation and in-trade execution
- Presentation Skills
- Evaluation
- Budget Management
- Adept with MS Office (Word, Excel & Powerpoint)
- Strong leadership skills
- Strong understanding of program / campaign execution of control & compliance
- High sense of ownership, accountability and entrepreneurial skills
- Good understanding of digital tools
- Outspoken/ability to generate and share ideas
- Adaptable, flexible and open to change
- Ability to analyze business situation and propose actionable solutions focusing on consumer acquisition
What the next steps are
Thank you for applying! We will make sure to provide you feedback within the next two weeks.
