Background

Capwell Industries Limited (henceforth referred to as CIL) started its operations in 1999 with a modern maize milling factory in Thika. It manufactures high quality flour, rice pulses and porridges, using the best processes and technologies available. CIL has since diversified its operations to rice milling, porridge milling, packaging of wheat flour and distribution of fruit juice

Role Overview

The Trade Marketing Manager will drive brand demand and sales at the modern and general trade markets by developing channel strategies, increasing brand visibility and customer relationship management. He/she will be required to bridge the gap between marketing and sales by ensuring in-store executions, optimization of promotions and improve product placement and visibility.

The role ensures that Capwell’s commercial strategy is executed with strong financial discipline, operational coordination, and data-driven decision making.

Key Responsibilities

• Developing and executing the trade marketing plan in line with sales and marketing objectives and managing the trade marketing budget.
• Enhancing brand presence, brand visibility, brand positioning and campaign execution across trade through excellence in in-store planning, execution and tracing in alignment with the annual marketing priorities.
• Leading and implementing channel specific marketing strategies and plans for assigned retailers
• Conceptualizing and executing trade promotions and rolling out impactful in-store campaigns in collaboration with marketing and sales teams.
• Leading activation programs with partners to improve brand visibility.
• Visiting the points of sale regularly to ensure that the brand is visible and guidelines are respected and adhered with.
• Act as a key liaison between product development, sales and buyers.
• Maintains customer relationships for future purchases while cultivating programs that ensure products sell in-store.
• Identify, review and create compelling traditional and innovative business building customer program opportunities in conjunction with customers and sales, including co-marketing initiatives with licensee partners and present recommendations for stakeholder buy-in
• Assist in identifying and securing new distribution opportunities and merchandising support across key accounts and trade channels.
• Manage trade terms initiatives to optimize the JBP agreements, discounts and rebates to boost profitability and brand growth.
• Support variety of marketing strategies including product launches, communication efforts and merchandising displays.
• Develop tools to promote sale-out (POP, contest, events)

Qualifications

• Bachelor’s degree in marketing, Business Administration or related field
• 3-5 years’ experience in trade marketing
• Strong communication and interpersonal skills
• Strong analytical skills and numerical data skills
• Thrive in matrix environments and are well adept at influencing and coordinating with different stakeholders
• Strong knowledge of consumer industry and strong range management
• Ability to think critically, strategically and creatively

• Developing and executing the trade marketing plan in line with sales and marketing objectives and managing the trade marketing budget.
• Enhancing brand presence, brand visibility, brand positioning and campaign execution across trade through excellence in in-store planning, execution and tracing in alignment with the annual marketing priorities.
• Leading and implementing channel specific marketing strategies and plans for assigned retailers
• Conceptualizing and executing trade promotions and rolling out impactful in-store campaigns in collaboration with marketing and sales teams.
• Leading activation programs with partners to improve brand visibility.
• Visiting the points of sale regularly to ensure that the brand is visible and guidelines are respected and adhered with.
• Act as a key liaison between product development, sales and buyers.
• Maintains customer relationships for future purchases while cultivating programs that ensure products sell in-store.
• Identify, review and create compelling traditional and innovative business building customer program opportunities in conjunction with customers and sales, including co-marketing initiatives with licensee partners and present recommendations for stakeholder buy-in
• Assist in identifying and securing new distribution opportunities and merchandising support across key accounts and trade channels.
• Manage trade terms initiatives to optimize the JBP agreements, discounts and rebates to boost profitability and brand growth.
• Support variety of marketing strategies including product launches, communication efforts and merchandising displays.
• Develop tools to promote sale-out (POP, contest, events)

• Strong communication and interpersonal skills
• Strong analytical skills and numerical data skills
• Thrive in matrix environments and are well adept at influencing and coordinating with different stakeholders
• Strong knowledge of consumer industry and strong range management
• Ability to think critically, strategically and creatively

• Bachelor’s degree in marketing, Business Administration or related field
• 3-5 years’ experience in trade marketing