Channel Manager - Trade Marketing

• Channel strategy

• Aligns functions to channel strategy to deliver an integrated commercial strategy
• Drives the process to align ABC resources behind channel strategies
• Ensures that channel strategies and programs deliver ABC profitability objectives
• Channel segmentation

• Successfully embeds the segmentation within the ABC business priorities and organizational structure
• Leverages database segmentation information to uncover new insights
• Creates/verifies a clear and actionable channel segmentation
• Successfully ensures the quantified segmentation is reflected in marketing & sales strategies/ plans
• Channel Promotion and sales support

• Develop promotional calendar for on-premises channel
• Create trade incentives to generate volume
• Support in improving the customer satisfaction
• Support the sales team with the tools to deliver their objective

• Channel activation and planning

• Drives innovative thinking for channel activation planning
• Ensures ABC ambition and objectives are delivered by the plans
• Develops category management tactics (e.g., assortment, consumer pricing, promotion, and shelf presentation)
• Consolidates all budgeted activities in a 12-month commercial calendar.
• Excellence in execution

• Consistently monitors and evaluates all channel activities on effectiveness and ROI
• Continuously monitors and evaluates the plan and intervenes to keep it on track if required
• Develops and executes training of sales force to implement the activities
• Ensures cross-functional alignment and commitment to execute key activities
• Insight on shopper- '' on trade consumer “Shopper insight project - customer and consumer profiles”

• Uses research and other sources of information to create strategic insights that anticipate and react to shopper/on-trade consumer behavior and competitor trends
• Generates and recommends innovation opportunities for the channel
• Champions consumer/shopper requirements at the POP throughout the business to ensure that ABC strategies and activities focus on the key drivers of POP consumption or purchase
• Category, portfolio, and brand understanding

• Ensures channel strategies incorporate category, portfolio and brand strategies and plans
• Challenges Marketing on the role of portfolio, brands, and pack types in specific channels
• Route market and customer understanding

• Analyses and develops clear conclusions that are used to drive winning channel strategy, plans and execution
• Ensures channel understanding across Marketing and Sales
• Challenges Sales colleagues on the development of appropriate customer strategies and plans
• Channel profitability

• Performs ROI analysis by activity
• Understands the profitability and drivers by channel.
• Brand Promoters:

• Assure Compliance of GG & Brand promoters' policy in place.
• Monitor/execute on ground activations.
• Responsible for recruiting BP to be in place with Heineken policy/standards.

• Management & coaching of full channel and team.
• Strong communication skills to work with different teams across all departments.
• Leading sales team to achieve perfect execution in the market.
• Coaching RSM's regarding achieving channel strategy in the market and providing them with needed materials to cascade the message down the organization.
• Leading the Marketing teams on how to create activations that are impactful as well as realistic
• Taking a leadership role with any activities/discussions regarding channels in the market

• Strong knowledge of event organizers and selection to be based on creativity/added value to brand/consumer base/quality & timely execution.
• Defining the right channel for sponsorships on where to invest to benefit and grow ABC brands.
• Control over the yearly allocated budget on both channel management and events/sponsorships.
• Responsible for determining the best method of bringing activations and programs to life in the market (mechanism, outlets, channels, staffing needs, etc…)
• Defining the best right research channels and responsible for the best method of execution.
• Responsible for all outlet standard POSM - Visibility On-Premise and in events/sponsorships.
• Taking new initiatives in priority channels which helps increasing SKU's availability and sales.

• Marketing/Sales/Finance/legal/CorporateAffairs/Procurement/Security/MD office/Production/Distribution

• Suppliers/Advertising Agencies/Digital Agencies Event organizers/Embassies/Government Stakeholders

• Degree in Marketing, Business Administration from a reputable university.

• Min 9 years of experience.
• Experience in channel management
• Experience in negotiating with suppliers, vendors, and event organizers.
• Knowledge of KPIs, sales and marketing techniques for

• Leadership skills
• Coaching skills
• Strong management skills
• Communication & negotiation skills
• Detail- oriented
• Ability to work in a multi-functional team
• Work under pressure
• Risk management experience.
• Mobility to travel within Egypt (Extensive Travel)
• Flexibility to work on evenings/weekends/public holidays if required
• Commitment to working required hours (above and beyond normal business hours) to ensure events are successful.
• Handling complexities (multiple projects in parallel)
• Have a high level of project management capability and the ability to execute according to plan OTIF

• Strong relationship building capabilities/network/outspoken/negotiation skills & leadership skills.

• Enthusiastic/dynamic/flexible
• Organized & well prepared
• Works well under pressure
• Specific importance on attention to detail, organization, and communication.

• Experience in event management and sponsorship negotiations.
• Experience in Channel management

Heineken