Trade Marketing Insights Manager

PURPOSE OF THE JOB

Help “Channel Managers & SLT Stakeholders” make BUSINESS DECISIONS using DATA & INSIGHTS to improve channel execution and gain competitive advantage through data. Monitor channel and category trends and provide actionable solutions to address opportunities or gaps to fill.

BUSINESS DECISION: Impactful (move the needle 80/20) / Measure by output / Sustainable growth mindset

DATA: Credible | excellent commercial data quality / one source of truth / help make better informed decisions

SALES KPIs: Drive excellent outlet execution improvement via channel analytics and P2P insights

ACCOUNTABILITY

Operations

• Develop the picture of success (PICOS) per customer(channel) and format based on shopper and consumer insights linked to customer strategies
• Use Nielsen/HPTA/data from multiple sources to analyse syndicated data to identify opportunities and risks to the business and recommend solutions to address
• Adopt a data and insight driven approach into practical, effective consumer/shopper focused trade marketing plans
• Generate outlet share, price compliance, numeric distribution reports
• Generates assets evaluation reports
• Generates promo evaluation reports
• Work closely with the Key Account Managers, Channel Managers and the RTC & DST team to ensure timely evaluation of the activities and share the results and the learning internally and with the customers
• Lead monthly KPI target setting for Trade Marketing and Sales, including PICOS execution, Star Outlets development, HML outlet universe updates, and Net Distribution (ND) coverage expansion recommendations
• Lead annual planning cycle (AP) & ICP for Trade Marketing & all Trade Census - related initiatives
• Participate in SMAP cycle process & collaborate with channel teams, leading the development of in/out-of-store communications through an understanding of shopper behaviour
• Lead NPI channel strategy development and performance tracking and optimization
• Drive business growth by improving consumer reach, affordability, and channel competitiveness through effective pack innovation
• Launch the successful consumer promotion strategies (UTC) by ensuring that all parties involved are in solid agreement

Analytical

• Apply shopper knowledge to relevant channel occasions and translate that into our channel execution
• Identify opportunities in trade marketing strategy based on path to purchase analysis and market insights
• Create, or customize, programs that help drive traffic, loyalty, conversion and basket size

Communication

• Ensure data/ analysis translate for all granular individual level across functions and level in the organization
• Ensure successful completion of data insight initiatives through strong project management and effective collaboration with stakeholders

Opportunity Identification

• Continuously develop and present innovative ideas based on data driven approach and market insights to improve channel strategy, channel execution through strong P2P

People

• Cross-functional stakeholder management
• To further develop analytical skill of the channel owner
• Provide insights analysis to channel owner to improve channel planning and execution
• Develop business insights tool and reporting to uplift capability of trade marketing team

REQUIREMENTS

• Degree in Statistics, Mathematics, Accounting, Finance, Economics, or similar
• At least 5 years of experience in a position monitoring, managing, manipulating and drawing insights from data, and someone with at least 3 years of experience leading a team
• Preferred experiences in FMCGs (any in business analyst fields) with proven experience in or good understanding of channel strategy / execution
• Proficiency in using Microsoft excel & PowerPoint and knowledge of data modelling tools
• Excellent time management and demonstrate ability to multitask and prioritize
• High level of organization and detail-orientation
• Understanding of and experience using analytical concepts and statistical techniques: hypothesis development, designing tests/experiments, analysing data, drawing conclusions, and developing actionable recommendations for business units
• Experience in working with multiple stake holders and managing expectation
• Proven track record in working in or good understanding of channel strategy / execution
• Has demonstrated effective commercial acumen in previous roles
• Experience using analytics techniques to contribute to company growth efforts, increasing revenue and other key business outcomes
• Ability to quickly gain a conceptual understanding of a complex situation and establish immediate credibility