HOD – Modern Trade & OOH Channel Lead (Strategic Brands)
To lead the Strategic Brands function by setting the strategic direction, commercial priorities and execution standards required to deliver sustainable volume, revenue,
profitability and brand growth.
Responsible for developing and governing the Strategic Brands agenda, aligning brand, channel, customer and sales priorities, and ensuring that strategic brand plans are translated into effective
customer and channel execution.
To build senior-level relationships with customers, suppliers, agencies and internal stakeholders, enabling commercial alignment, effective decision-making and the resolution of barriers impacting
Strategic Brands performance.
To lead and manage the Channel Manager and KAM function together with the Trade Marketing Lead in Strategic Brands roles and cross functional teams to ensure execution is delivered in line with policies, practices,
procedures, trading standards and the broader sales strategy.
Cross Functional Collaboration:-
Internal – VP of Sales, Channel Manager, KAM Strategic Brands, Demand Planning, Finance, IT, Trade Marketing, Sales Teams and Senior Business Stakeholders
External – Senior Customer Stakeholders, Suppliers/Vendors, Agencies and Strategic Commercial Partners linked to Strategic Brands
1. Financial Perspective
a) Lead the Strategic Brands sales agenda, ensuring delivery of volume, revenue, profitability, margin and budget targets across the portfolio.
b) Own the commercial process for Strategic Brands customers, including pricing, promotional investment, trading terms and customer plans.
c) Set and govern Strategic Brands budgets, promotional spend and investment priorities, ensuring alignment to approved business plans and financial controls.
d) Approve commercially viable trading terms and customer investment decisions that support brand, customer and channel growth objectives.
2. Customer Perspective.
a) Own senior customer engagement for Strategic Brands, resolving escalated issues and ensuring customer plans support agreed commercial outcomes.
b) Build and maintain strategic relationships with customers, suppliers and internal stakeholders to unlock Strategic Brands growth opportunities.
c) Lead pricing strategies and price changes for Strategic Brands products, ensuring commercial alignment and clear communication to sales teams.
d) Lead forecasting inputs for product launches, product changes, promotional cycles and price changes in partnership with Demand Planning and Sales.
e) Oversee customer and store-level execution plans and ensure discount structures are aligned to approved Strategic Brands expectations.
f) Ensure compliance with point of sale, price points and execution standards for Strategic Brands products across relevant channels.
g) Conduct joint partner meetings with customers, sub-distributors etc. to drive volumes and profitability by providing better range of products and appropriate SKUs.
h) Develop and demonstrate a thorough understanding of the customer’s business.
i) Ensure the effective management of the customer account and timeous problem solving
3. Internal Processes
j) Review and approve relevant financial documents, claims, expenses and accommodation within approved budgets and delegated authority.
k) Ensure compliance to Diplomat commercial requirements prior to appointment
l) Compile and update price lists and ensure upload on master data to enable the sales team to sell correctly.
m) Identify and manage the emerging risks and challenges in the informal trading market.
n) Review, validate and approve trading terms, promotional grids and customer head office
strategies prepared by Channel Managers, KAMs, RMs or Sales representatives.
o) Ensure compliance of prices, deals, claims with the criteria set by the vendor/supplier
p) Conduct reconciliation on accounts to establish any outstanding transactions.
q) Support the finance team in debt collection and resolution of payment issues.
r) Share key customer, markets and competitor insights with the sales team.
4. Learning and growth.
a) Stay abreast of latest developments in the industry.
b) Take responsibility for self-development through self-study, identification of learning opportunities.
c) Track performance of direct reports and relevant sales execution teams against agreed KPIs, identify performance gaps and implement corrective action.
d) Coach, mentor and develop Channel Managers, KAM Strategic Brands and other team members to build commercial capability and execution excellence.
e) Conduct training needs analysis for direct reports and relevant teams and implement capability-building interventions, including product knowledge, negotiation, brand
promotion and commercial execution skills.
f) Plan and conduct the induction process for new team members
Education and Experience
• Completed Commercial, Marketing, Business Management or related Degree.
• 10+ years Sales, Marketing, Commercial, Brand or Channel experience within an FMCG commercial environment, including senior management exposure.
• Proven experience leading customer, supplier and cross-functional relationships in support of strategic brand, channel and commercial objectives.
• Experience leading sales execution teams, customer plans, promotional activity, commercial governance and performance management.
• Previous experience in Strategic Brands, category, channel, customer development or senior commercial leadership will be advantageous.