Trade Marketing Executive at Kenya Wine Agencies Limited (KWAL)

Job Purpose

This position is responsible for creating and implementing strategies to enhance the visibility, availability, and sales performance of the Company's brands in specific trade channels. The role involves aligning with sales and marketing teams to execute trade campaigns effectively while maintaining strong relationships with warehousing and procurement.

Main Responsibilities

Trade Marketing Management

• Design and implement trade promotions and marketing activities
• Monitor the effectiveness of trade campaigns and provide insights for improvement
• Collaborate with sales teams to develop tailored solutions for distributors and retailers
• Manage relationships with key trade partners to ensure product availability and compliance.
• Ensure updated PiCOS and channel segmentation are available, understood and cascaded
• Assists in Building Winning Channels strategy

Channel Strategy Execution

• Design and implement trade promotions and marketing activities
• Monitor the effectiveness of trade campaigns and provide insights for improvement
• Collaborate with sales teams to develop tailored solutions for distributors and retailers
• Manage relationships with key trade partners to ensure product availability and compliance.
• Ensure updated PiCOS and channel segmentation are available, understood and cascaded
• Assists in Building Winning Channels strategy

Channel Strategy Execution

• Develop, drive, and evaluate channel-specific strategies
• Plan and execute trade activities in line with sales cycles and objectives
• Ensure the availability of strategic merchandising materials
• Optimise product visibility in trade outlets
• Builds planograms for fridges in different channels, as well as planograms for Modern Trade

Promotion and Campaign planning and Execution

• Ensure effective merchandising and point-of-sale materials are deployed.
• Develop strategies for maximising shelf space and product presentation.
• Provide training and insights to the sales team for better execution
• Builds and maintains annual trade marketing and activity calendar, together with marketing operations
• Owns the peak planning process and inputs

Market Analysis 

• Use shopper insights and market data to identify growth opportunities.
• Regularly visit trade locations to assess performance and gather 
• Analyse market trends, sales data, and competitor activities to identify opportunities. feedback
• Use data insights to refine trade marketing plans and identify growth opportunities
• Monitor product performance and customer feedback within various channels

Performance Tracking

• Monitor sales volume and execution KPIs
• Manage budgets for trade activities and report on their effectiveness
• Track ROI for trade initiatives and prepare performance reports
• Provide recommendations based on performance data

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor’s degree in Commerce, Marketing or business related field

OR

• Diploma in relevant field with 4 years of experience

Professional Qualifications

• Professional qualification in Marketing such as Certified Sales and Marketing Professional (CSMP) or equivalent 
• Professional membership with a professional body such as Chartered Institute of Marketing (CIM) or equivalent is an added advantage
• Must possess a clean and valid driving license.

Experience 

• At least 3 years’ experience in a similar role 
• Experience in trade or customer marketing or sales, preferably in FMCG industry or manufacturing is an added advantage
• Practical experience in the use of MS packages and ERP systems

Competencies

Technical Competencies

• Ability to plan and execute channel-specific marketing strategies
• Ability to manage multiple campaigns, deadlines, and budgets effectively
• Ability to plan and execute channel-specific marketing strategies
• Ability to manage multiple campaigns, deadlines, and budgets effectively
• Proficient in interpreting sales data, market trends, and customer insights
• Skilled in managing and nurturing relationships with internal and external stakeholders, ensuring effective communication and addressing concerns to foster long-term partnerships
• Proficient in building and maintaining strong relationships with customers and partners, understanding their needs, and providing solutions that enhance satisfaction and loyalty
• Skilled in planning, developing, and executing product strategies
• Skilled in understanding and meeting customer needs through effective communication, problem-solving, and service delivery, building customer loyalty and driving repeat business

Behavioural Competencies

• Demonstrate a commitment to enhancing processes and performance. Exhibit strong ability to develop detailed and effective plans
• Maintains a high level of organisation in managing tasks and resources.
• Proficient in analysing complex data and information to make informed decisions.
• Strong understanding of business principles and practices, including financial management, marketing, and operations
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors.
• Demonstrate a deep commitment to understanding and meeting customer needs.
• Exhibit strong self-awareness and empathy, effectively managing personal emotions and understanding those of others
• Utilise analytical skills to identify issues and develop effective solutions