OBJECTIVE: Trade & Shopper Channel Manager creates successful sell out activities, through the development and implementation of trade marketing tools, in store and out of store, in order to increase the sales in the channels and become the preferred partner for growth.
Trade marketing role deals with marketing aspects, listings, instore branding & communication, e-communication, loyalty and incentive programs and planning.
Trade marketing is based on monitoring the sales/distribution results on chosen points in the sales chain and takes action to grab new opportunities and optimize the business.
Your role:
Responsible for trade strategy implementation in key customers together with KAM team;
Responsible for Sell out KPIs and forecast;
Build expertise of a channel specialist based on shopper insights, market data and best practices, stock & sell-out data from retailers and identify biggest growth opportunities for the channel;
Lead the creation of trade activation plan (LSAP) (channel strategy) for key categories in a channel under responsibility taking into account channel specifics and tailor made approach covering all 4 Ps - assortment, price, promotion, presentation and communication (in-out of store);
Develop and execute Channel/Account specific promotional activity, joint advertising and branding opportunities;
Constant monitoring of Philips in-store position (in-store excellence) online and offline, setting improvement targets in each trade area and driving actions to close gaps;
Understand the growth pillars for category and channel, prioritizing key growth drivers, key category segments, shopper target groups, shopper triggers and barriers in order to come up with channel strategy and recommendations of category activation;
Lead and execute tactical promotions in channel under responsibility;
Cooperating with BTL agencies to provide efficient and cost effective promotional and brand visibility campaigns;
Evaluate all trade activities and events in order to optimize the investment and achieve best ROI;
Communicate trade activities to field force and create merchandising guidelines and tools to support in store excellence;
Partner and support Key Account Managers in selling the concept of activities to retailers via trade argumentation (how Philips activation is growing category) and on-going contact with buyers;
Coordinate in due time the implementation of burst campaigns, rolling execution in the account / channel, looking on optimized usage of sell-out tools;
Monitor and evaluate of all projects showing the impact in sales results;
Define, together with Consumer Marketing, the local shopper activation plan and make it customer specific (delivers input to Integrated Key Account plan incl. Local Shopper Activation Plan), in line with overall Local Marketing Activation plan (LMAP);
Closely cooperate with Sales Leader in the Market to realize sales targets at key customers, and provide input for local channel Strategy;
Responsible for retail training, customer POS and conceptual selling (trade decks, etc);
Manage category captainships or advisor-ships Key performance indicators
Drives Champion sell out as % of total sales
Drives Brand Preference & Sell-out performance for designated channel
Collaborate both with Philips Field Sales team and Distributor Field Sales Team to ensure proper execution at store level.
You're the right fit if you have:
2 - 3 years’ experience in a trade marketing position in FMCG industry, successfully delivering on growth targets
Knowledge and experience of Trade Marketing disciplines and development of promotional merchandise and POS materials
Good knowledge of Category Management principles
Good understanding and know-how of digital performance metrics and environment
Able to build relationships with customers to fully understand the market and implement trade marketing solutions
Experience of managing budgets and maximizing ROI
A great communicator able to build strong relationships with both internal and external stakeholders
Strong drive and ability to motivate others
Dedicated, enthusiastic, innovative, and proactive
Ability to read, analyze, and interpret general business reports
Ability to write reports and business interpretation to effectively present information and respond to questions from groups of managers, clients, and customers.
English language both conversation and written
How we work together
We believe that we are better together than apart. For our office-based teams, this means working in-person at least 3 days per week.
Onsite roles require full-time presence in the company’s facilities.
Field roles are most effectively done outside of the company’s main facilities, generally at the customers’ or suppliers’ locations.
About Philips
We are a health technology company. We built our entire company around the belief that every human matters, and we won't stop until everybody everywhere has access to the quality healthcare that we all deserve. Do the work of your life to help the lives of others.
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If you’re interested in this role and have many, but not all, of the experiences needed, we encourage you to apply. You may still be the right candidate for this or other opportunities at Philips. Learn more about our commitment to diversity and inclusion here.
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