Role Responsibilities:

Channel Marketing and Promotion:

develop and execute channel and brand specific marketing and promotional campaigns to drive traffic, increase sales, and enhance brand visibility; co-ordinate with marketing and creative teams to develop channel-specific marketing materials, Point of Sale (POS) displays, and promotional collateral; monitor and evaluate the effectiveness of marketing and promotional activities, tracking ROI; adjust strategies as needed.

Shopper Marketing Strategy:

Craft category and brand Shopper Marketing programs for scaled execution across multiple channels (on-trade/bars and off-trade/retail).

In-Outlet Program Execution:

Manage the cycle of in-outlet brand programmes, from initial brief to toolkit development, customer proposition, and final measurement & evaluation (M&E).

Commercial Accountability:

Own the in-outlet programme creation budget and deliver category growth (driving brand growth ahead of the category).

Agency Management:

Lead BTL (Below-the-line) marketing agencies to deliver high-quality, industry-leading POS materials and activations.

Cross-functional Leadership:

Work with Sales, Brand, and Supply teams to align on marketing business plans

Distribution Management:

optimize product distribution strategies to maximize availability, reach, and shelf presence in target channels and markets; monitor and evaluate distribution network performance, identifying opportunities for expansion, consolidation, or optimization; develop sales plans, targets, forecasts to drive market share growth.

Market Analysis and Insights:

conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape; utilize market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel; stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance.

Budget Management:

develop and manage the category/brand budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and ROI potential. Optimize spending to maximize channel impact and efficiency.

Governance:

Ensure End To End (E2E) compliance of set standards in Channel & Shopper activities, agency management and Resource Utilisation.

Key Performance Indicators

Financial:

Delivery of NSV (Net Sales Value) and Gross Margin targets, as well as management of the A&P (advertising and promotion) and TI (trade investment) budgets.

Market Share:

Growing brand share ahead of the category (Growth in premium spirits sales and value share).

Visibility & Activation:

• Success of in-store/bar campaigns, measured through visibility and shopper engagement (Activation ROI and effectiveness).
• Conversion rate at point of purchase.
• Retail execution compliance.
• Shopper engagement metrics.

Measurement & Evaluation (M&E):

100% compliance of M&E standards.

Experience / skills required:

• Educated to university degree level or equivalent. Postgraduate qualifications an advantage
• Proven experience either within an FMCG organization within commercial or customer marketing
• A consistent track record in field sales & customer marketing experience, with demonstrated ability in planning and execution.
• A good understanding and strong capability to mentor others on customer marketing fundamentals & BTL (below the line) process.
• Excellence in terms of communication skills along with demonstrating outstanding partnership with internal and external collab

• Develop and execute channel and brand specific marketing and promotional campaigns to drive traffic, increase sales, and enhance brand visibility.
• Co-ordinate with marketing and creative teams to develop channel-specific marketing materials, Point of Sale (POS) displays, and promotional collateral.
• Monitor and evaluate the effectiveness of marketing and promotional activities, tracking ROI; adjust strategies as needed.
• Craft category and brand Shopper Marketing programs for scaled execution across multiple channels (on-trade/bars and off-trade/retail).
• Manage the cycle of in-outlet brand programmes, from initial brief to toolkit development, customer proposition, and final measurement & evaluation (M&E).
• Own the in-outlet programme creation budget and deliver category growth (driving brand growth ahead of the category).
• Lead BTL (Below-the-line) marketing agencies to deliver high-quality, industry-leading POS materials and activations.
• Work with Sales, Brand, and Supply teams to align on marketing business plans.
• Optimize product distribution strategies to maximize availability, reach, and shelf presence in target channels and markets.
• Monitor and evaluate distribution network performance, identifying opportunities for expansion, consolidation, or optimization.
• Develop sales plans, targets, forecasts to drive market share growth.
• Conduct market research, competitor analysis, and consumer insights studies to understand channel dynamics, shopper behavior, and competitive landscape.
• Utilize market insights and data analytics to identify opportunities for growth, innovation, and differentiation within each channel.
• Stay abreast of industry trends, regulatory changes, and emerging opportunities that may impact channel strategy and performance.
• Develop and manage the category/brand budget, forecasting resource needs and investment priorities for channel management initiatives based on strategic priorities and ROI potential.
• Optimize spending to maximize channel impact and efficiency.
• Ensure End To End (E2E) compliance of set standards in Channel & Shopper activities, agency management and Resource Utilisation.

• Channel Marketing
• Promotional Campaigns
• Point of Sale (POS) Displays
• Shopper Marketing Strategy
• In-Outlet Program Execution
• Commercial Accountability
• Agency Management
• Cross-functional Leadership
• Distribution Management
• Market Analysis
• Consumer Insights
• Data Analytics
• Budget Management
• Governance
• Communication Skills
• Partnership

• Educated to university degree level or equivalent.
• Postgraduate qualifications an advantage.
• Proven experience either within an FMCG organization within commercial or customer marketing.
• A consistent track record in field sales & customer marketing experience, with demonstrated ability in planning and execution.
• A good understanding and strong capability to mentor others on customer marketing fundamentals & BTL (below the line) process.
• Excellence in terms of communication skills along with demonstrating outstanding partnership with internal and external collaborators.