Job Title: Channel Marketing Manager
Location: Nigeria
Employer: Hamilton Lloyd and Associates
Our client is a leading global brewery and bottling company with recent presence in Nigeria. Due to internal expansion processes in their Nigerian office, they have decided to hire a Channel Marketing Manager.
Role summary:
The Channel Marketing Manager would translate the businesses commercial objectives into effective and efficient "how to win" channel strategies, to ensure that the sales force are provided with the optimal BTL tool kit to implement the strategy and that the strategies are achieving their desired outcome through constant review and refreshment.
INTERNAL CONTACTS:
MD, Marketing Director, S&D Director, Africa Region Channel Manager, Marketing Services Manager, Brand Managers, Channel Execution Managers & Sales Managers
EXTERNAL CONTACTS:
Research agencies, ATL & BTL agencies, POSM Suppliers
Responsibilities:
Opportunity Assessment
. Have supported the process of identifying and prioritising the largest and most winnable growth opportunities and threats
. Opportunities and threats have been quantifiably dimensioned by sales region and trade segment with sales region
. Document exists that shows how the opportunities and threats have been dimensioned by sales region and trade segment
Shopper & Retailer Insights
. Provide the Insights Manager with direction regarding shopper & retailer research
. Ensure that the business understands shopper & retailer needs and primary drivers of choice
. X % of research budget has been allocated towards shopper & retailer insight generation
. Strategic plans are informed by the shopper & retailer insights generated
Channel Segmentation
. Develop outlet census questionnaire and conduct outlet census
. Capture key points of differences between each segment and train the sales force on how to correctly code each customer
. Allocate each customer to a segment
. Develop segment thumbnails and portraits for each segment that describe the key dynamics and differentiators by segment . Entire customer base segmented according to the GtM principles
. At least 80% of all beverage volume captured within the customer database
. Demonstrate how channel segmentation has been used to effectively and efficiently focus our strategic thrusts
. All sales personnel have been fully trained on customer segmentation
Portfolio Strategy
. Align brand portfolio to the opportunities and threats we have identified
. Prioritise brand portfolio deployment according to how the opportunities have been dimensioned by sales region and segment . Matrix exists showing portfolio prioritisation by trade segment
. Brand allocation by trade segment is aligned with the opportunities that have been identified
. Regional nuances are reflected in the allocation of brands by trade segment
Channel Strategy
. Complete situation analysis taking into account performance against previous strategy & the opportunities for growth already identified
. Translate Gaps & opportunities into commercial goals and objectives which are measureable across a 3 year time horizon
. Update Execution Standards based on application of the basics and the value added activities linked to the growth opportunities
. Develop channel scorecards that reflect exit for the previous fiscal and targets for the next 3 years across each of the key performance measures . Channel strategy document exists that includes the following: – Quantified objectives – Prioritised set of strategic tasks against each objective – Channel scorecard
. Aligned with the Marketing Way process map
. Completed by end December of each year
. Develop channel scorecards reflecting 3 year time horizon
Annual Channel Plans
. Develop BTL activities using relevant aspects of the 6 sales driver model against the prioritised strategic tasks
. Complete the detail behind each activity including budgets
. All activities are captured in an annual activity plan
. Channel scorecard is developed and broken down into quarters
. Annual activity calendar that shows what will be done & when it will be done
. Budgets have been allocated by activity
. Execution standards document is updated to reflect any changes in focus
Process Management
. Activity development roles & responsibilities, process steps and timelines allocated
. Activities are designed and consolidated into a monthly set of instructions for the sales force
. Monthly cycle planning meetings facilitated at which sales force activities are communicated . Dates of monthly cycle planning meetings and diarised for the year
. Roles & responsibilities matrix defined
. Activity development process flow charts developed by activity type
. Activity communication templates developed and communicated
. All activity plans communicated in detail and on time
. All activities evaluated and learning captured
. Monthly cycle instructions translated into monthly sales plans by customer
Strategic Reviews
. Conduct a review of the last 3 months activities & performance against channel targets
. Refresh of activity plan according to previous quarter's performance against target
. Standard review template has been developed and communicated
. Channel health scorecards have been completed and reported on quarterly
People
. PM Calendar developed and communicated
. Regular training/coaching on PM modules (Goal setting, one-on-ones, Performance Review etc.) conducted regularly
. Communication of business plan and performance facilitated
. Organisational Effectiveness survey conducted, results communicated and action planning facilitated by department
. Goal setting facilitated and goals quality assured
. One-on-Ones, Performance Reviews and Development discussions tracked
. # of employees with goals
. % development discussions completed
. % Performance Reviews completed
. % one-on-ones completed
Training
. Ensures training content is developed
. Ensure that training days are booked
. All relevant employees have attended GtM training
. Facilitated applicable training modules from the Sales Training syllabus
DECISION MAKING POWERS AND AUTHORITIES:
This person is authorised to:
• Provide custodianship over Channel Segmentation
• Define the TSP's and look of success by segment
• Define the annual channel plan based on what will happen and when
• Manage the relevant portion of the annual Marketing budget
• Manage BTL activity development from a process management viewpoint
• Develop channel specific activities such as price compliance promotions
• Define and develop the POSM elements required by segment
• Manage the monthly cycle planning meeting
• Provide input regarding channel performance & what the gaps & opportunities are
• Assist in the development of commercially integrated Channel Strategy
• Operationalise the Channel Strategy into an annual channel plans
• Define the metrics and targets against which success will be determined
• Provide the tools to support the plan in terms of activity development, planning & communication
• Review what is working and what is not and to refresh the plans accordingly
IDEAL PROFILE
• Able to disseminate extensive data into powerful insights
• Big picture thinker without losing sight of the detail
• Think both laterally and horizontally in terms of brands, channels & sales
• Strong project management and administrative skills
• Clear, concise and unemotional communicator (written & oral)
• Ability to make the complex simple
• Strong leadership qualities
• High attention to detail
In respect of the ideal candidate profile:
Minimum Education: Relevant commercial degree.
Experience: Minimum of 8 years working experience.
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