Supermarket & Wholesalers Manager - Buenos Aires, Argentina - Diageo

Descripción

Job Description:

The main purposes are:

• Lead the CAP process for the defined channels,
• Manage and execute the commercial calendar for the defined channels and orchestrate all activity at the POS to beat the competition, always through our local partner.
• Represents the 'customer' and 'shopper' in the Joined up Business Planning process, is the expert in brand activation at the Moment of Choice and acts as advisor for brand communication at different shopper touchpoints along the path to drive sell out.

SouthLac is a business unit formed by 7 countries (Peru, Uruguay, Paraguay, Ecuador, Bolivia, Argentina & Chile) with similar market contexts, trends and opportunities across them.

Its ambition is to change the way consumers celebrate in those countries.

For delivering our ambition the focus is in:

reinforce our consumer recruitment strategy, consolidate our portfolio to face local spirits competition for recruiting wiser, simplify our operating model that can cope with usual environmental volatility, route to consumer partners willing to integrate and create superior holistic value and flexible organization with an integrated winning and productive mindset while transforming the way we work with Distributors, to generate efficient, profitable and reliable growth through mastering and being best in class in Distributors' partnership.

Southlac main pillars are:
Focus, Agility & Scale to Transform Growth. Focus on CGT (Casual Get Together) and SO (Special Occasions)

Occasions, defining what matters for consumers, customers and shoppers and maximize execution rather than development; Agility to discipline and processes to speed decisions through, true sell-out to outperform competition on shelves and fast learning to maximize investments and growth; Scale:

great platforms executed brilliantly, join up with partners to expand footprint and ROI and to build a recruiting machine, every day everywhere.

Beer is the biggest TBA player in PEBAC with 565M 9Lc having a 66% penetration into the casual get together occasion while Spirits is 30M 9Lc (18% Whisky penetration, 70% aperitif, 50% Pisco & 50% Rum).

Channel activation and promotional plans:

• Brand specific promotional investment parameters by activity within wider channel / brand / country strategy.
• Brand specific / channel specific A&P investment (POS & COM) within parameters
• Brand specific promotional effectiveness conclusions and recommendations execution & activation

Executional agency decisions for promotional activity Define cycle execution standards by channel.

Deliver Great Results:
Owner of the channel (MT) P&L, fully responsible for delivering F21 AOP targets


Budget responsibilities:

• Plan, control and manage A&P splits and criteria for the channel).
• Responsible for deliver M&E on channel/customer activities and drive promotional effectiveness (work conjointly with BI Analyst).

No direct report to this position, yet people management is critical: this position needs to work along and influence the local partner (Sales, Spirits and Trade marketing teams) and our internal teams (Sales, MKT, Finance)


Distributor force:
1 sales mgers (MT) 1 Trade Mktg Mger and their structures


Total of:
200 including merchandisers.

Great relationship builder with different stakeholders internally and externally.

Brilliant execution is a way of life. Role models the leadership standards for brilliant execution.

• EDGE: responsible for deliver targets defined for the channel,
• Distribution, activation & OTIF.
• Brilliantly execute commercial calendar promotions & brand activities
• 12months rolling forecast by brand by channel based on Sell Out Baseline + Building Blocks.
• Equip the local partner to deliver brilliant customer plans.
• Account plans collated channel plan feasibility checked. Risks mitigated and opportunities captured
• Growth drivers prioritization by channel.

This role requires working understanding of all category & channel segment data, insights - shopper knowledge and be the go-to person for all those channels.

It also requires in-depth knowledge of category and brands from commercial aspect and uses this knowledge to achieve channel/brands goals.

The role needs to manage a large number of key stakeholders across marketing, sales, CMO and the local partner.

Compliance with CARM, Diageo Code of Conduct and Diageo Marketing Code.

Graduate.

5 years of experience CPG / Retail environment.

Track record of success in:

shopper/consumer insight development, brand activation, integrated business planning, crafting of commercial strategic and tactical plans combining economic, consumer, and trade goal.

Strong previous experience with customers, shopper marketing.

Understanding of and passion for customer and consumer/shopper

Solid inter-personal skills and ability to work well within teams

Great project management skills

Self-motivated, responsive and tenacious

Communication skills.

Solid proven experience in bril