Coca-Cola is the most popular and biggest-selling soft drink in history. An icon of all times, Coca-Cola is the best-known product in the world. Created in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water.

Channel Marketing Manager

• Job Type Full Time , Hybrid
• Qualification BA/BSc/HND
• Experience 5 years
• Location Lagos
• Job Field Sales / Marketing / Retail / Business Development 

ABOUT THE ROLE

The role is responsible for driving business performance in store and designing marketing strategies and activities that focus on optimizing sales and maximizing our brand’s presence within the Fragmented Trade channel, leading to profitable growth.  The role designs and leads the Fragmented Trade Channel Marketing strategy, starting from identifying at home channels’ big bets to the moment when Channel strategy is cascaded to our Sales Teams and executed with excellence at the delight of our customers and by creating unique experiences for our shoppers in stores.

KEY RESPONSIBILITIES

• Co-creates the Long-Range Plan and annual BP from Channel perspective (in collaboration with The Coca-Cola Company (TCCC) Channel Lead and Sales  Directors) and creates the Fragmented Trade vision based on relevant customer and shopper insights and local Fragmented Trade Channel understanding
• Maintain an understanding of local, regional, and global activation best practices and lead the local agency teams in step-changing activation
• Contribute to the identification of long-term market big bets and translate Marketing activity calendar into specific Channel activations and platforms with having a Fragmented Trade Channel activity calendar as an output
• Partner with Brand Owners (Portfolio Integration Manager, TCCC/MEL, and Regional Marketing Managers) to connect our Portfolio strategy with Fragmented Trade channel plans and ensure adequate planning of Direct Marketing Expenses (DME) related to Fragmented Trade activities.
• Fully own the disciplined execution and control of annual DME allocation
• Tracks performance of Fragmented Trade Channel programs and proposes on-going corrective actions if needed
• Partners with Sales teams to ensure Fragmented Trade Channel marketing strategy and plans are fully cascaded down to the sales frontline, customers, etc
• (Co)-owns the design of the annual Fragmented Trade Picture of Success (must win SKUs approach, owns Zoning and respective activation tools like POP, equipment, etc., and partners with Customer Value growth manager for the design of customer dedicated approach, integrates Pricing and OBPPC approach together with RGM team. partners with Red and Commercial capability team for cascading down and guiding the execution of sales teams)
• (Co) owns effective Fragmented Trade channel selling stories that are customer-centric and by ensuring win-win.

ARE THESE YOUR SECRET INGREDIENTS?

• Expert knowledge of Trade marketing (shopper, customer, omnichannel) and understanding of in-store and regional performance drivers
• Strong ability to connect insights to action.
• Strong stakeholder management skills and a high ability to influence senior stakeholders and peers
• Ability to network with local 3rd partners / trade marketing agencies.
• Solid knowledge of industry and competition
• Customer Focus and Cross-functional approach & mindset
• Solid Project planning experience with strong commercial acumen
• Strong knowledge of merchandising and POP materials specifications
• Strategy development experience strategy development experience

EXPERIENCE

Trade marketing or frontline experience (5+)