Instore Excellence Manager - Trade Marketing (Nairobi Based) at Beiersdorf

Your Tasks
In-Strore Execution Excellence -

• Owns and continuously evolves the Perfect Store and Retail Execution strategy across all channels and customers.
• Works with category to define, deploys, and governs execution standards covering availability, visibility, shelving, merchandising, planogram compliance, secondary placements, and POSM execution.
• Translates commercial priorities into clear execution guidelines for field teams and external agencies to ensure consistent market execution.
• Leads execution governance through scorecards, compliance tracking, retail audits, and corrective action plans.

POSM and Retail Assessment Management

• Develops and deploys annual POSM and visibility asset strategies aligned with brand priorities and customer plans.
• Oversees POSM investment effectiveness, utilization, compliance, and return on investment across all channels.
• Partners with Procurement and external suppliers to improve POSM quality, innovation, cost efficiency, and deployment effectiveness.
• Establishes governance processes for asset tracking, maintenance, compliance, and replacement.
• Monitors the effectiveness of visibility assets and identifies opportunities to improve shopper impact and brand presence.
• Ensures optimal deployment of POSM investments to maximize visibility, conversion, and market share growth.

Field Force & Agency Performance Management

• Owns governance and performance management of third-party merchandising agencies and retail execution partners.
• Develops field execution scorecards, KPIs, and productivity measures to drive superior execution standards.
• Leads agency business reviews, performance evaluations, capability development, and service-level compliance.
• Establishes coaching routines, field excellence programs, and execution capability-building initiatives.
• Drives continuous improvement in field force effectiveness, productivity, and retail execution performance.

Excution Performance Management & Analytics

• Owns all retail execution KPIs, including Perfect Store metrics, Trax, audit scores, visibility measures, and field productivity indicators.
• Develops and maintains execution dashboards and scorecards that provide visibility to Sales Leadership and key stakeholders.
• Tracks execution performance across customers, channels, territories, and agencies against defined targets.
• Conducts root cause analysis to identify execution gaps, risks, and improvement opportunities.
• Provides fact-based recommendations and action plans to improve retail execution effectiveness and commercial outcomes.

Campaign & NPD Instore Execution -

• Leads point-of-sale execution for all commercial campaigns, shopper activations, and promotional initiatives.
• Ensures flawless execution of innovation launches, seasonal activities.
• Evaluates campaign and launch performance, identifying opportunities for continuous improvement.
• Ensures NPD launches achieve agreed distribution, visibility, merchandising, and execution standards.

Business Planning and Commercial Alignment

• Leads point-of-sale execution for all commercial campaigns, shopper activations, and promotional initiatives.
• Ensures flawless execution of innovation launches, seasonal activities, and category-building programs in trade.
• Collaborates with Marketing and Category teams to convert campaign objectives into actionable execution plans.
• Monitors campaign compliance, availability, visibility, and activation effectiveness across customers and channels.

Your Profile

Experience

• Experience in Trade Marketing, Sales Operations, Shopper Marketing, Customer Marketing, or In-store Execution.
• 3-5 years of hands-on experience managing POS materials, merchandising assets, visibility campaigns, and retail execution programs across multiple channels.
• Proven experience in planning, forecasting, procurement, warehousing, distribution, and tracking of POS materials.
• Strong track record of delivering large-scale market activations and ensuring timely deployment of point-of-sale materials across key customers and outlets.
• Experience working within an FMCG or consumer goods environment with a deep understanding of route-to-market and retail dynamics.
• Knowledge of POS asset governance, budget management, inventory control, and asset utilization tracking.
• Understanding of commercial drivers, customer requirements, shopper behavior, and execution metrics that influence brand visibility and sales performance.

Skills

• Strong planning and execution capabilities, ensuring seamless end-to-end management of POS materials from development and procurement through distribution and in-store deployment.
• Excellent project management skills, with the ability to coordinate multiple campaigns, timelines, suppliers, and field teams while maintaining quality and budget compliance.
• Strong analytical mindset, using execution data and field insights to optimize POS material allocation, improve visibility, and maximize return on trade investments.
• Effective stakeholder management and collaboration skills, building strong partnerships across Sales, Marketing, Procurement, Supply Chain, Finance, and external agencies.
• High attention to detail and operational discipline, ensuring POS materials are produced, tracked, and implemented accurately across all channels and outlets.
• Results-oriented with a proactive "can-do" attitude, demonstrating accountability, resilience, and agility in a fast-paced commercial environment.
• Strong problem-solving capabilities, identifying execution gaps and implementing corrective actions to ensure superior in-store visibility and compliance.
• Good understanding of retail execution principles, shopper marketing fundamentals, and outlet segmentation to drive impactful point-of-sale activation.