Job Title / Trade Marketing and Digital Manager
Reporting to / Trade Marketing Director
Location / Woking, Surrey, UK
Date / 26thJanuary 2018

Key Purpose Statement

Asahi Premium Brands (APB)team is responsible for commercial activity of the Asahi Europe ownedbrands outside the domestic markets, operating primarily through distribution partners.

Within this remit, the Trade Marketingand Digital Manager is responsible for:

  • Leading the IAP process to bring the brand portfolio strategy to life in the priority markets
  • Developing the brand activation toolkit by Country by leveraging on global brands plug&play activation as well as develop local initiatives where required
  • Developing and rolling out the APB digital operating model to build the brand equity locally by leveraging on KOL advocacy and amplifying best in class activation awareness
  • Developing APB compelling value selling stories on main brands to drive distribution and advocacy

Key Responsibilities & Outputs

  1. Collect the brand execution guidelines from the brand, create portfolio guidelines for market typologies and develop IAP.
  2. Select the best fit Plug&Play activations for each market typology and market and give clear briefs to international brand custodians about execution requirements of Plug&Play activities and act as gatekeeper for in-market execution readiness.
  3. Create engaging and ready to use trade sell-in stories for portfolio, activations.
  4. Together with the FPMs regularly evaluate and document the success of activations and give structured feedback to the brand custodians in order to improve activations.
  5. Document market best practises about managing trade partners and store them in a central repository (knowledge bank)
  6. Collate and structure insights coming from the markets to feed brand development and innovation.
  7. Develop the APB digital operating model to increase APB brand portfolio impact in the market

Knowledge and Experience Required

Academic background:

University degree in Economics, Business Administration or Marketing.

Experience:

  • Previous work experience (5-10yrs) in FMCG and/or AlcoBev companies, preferably beer
  • Direct experience and strong involvement in trade marketingpreferably working with premium brands.
  • Robust exposure to or experience in working commercially, preferably with local and regional/international partners and/or brands.
  • Solid understanding of the beverage category in the international landscape
  • Digital marketing experience

Language skills:

Proficiency in English; other regional relevant language skills are advantageous.

Key Competency Requirements

  • Building Relationships – Strong ability to actively build and maintain relationships with a variety of stakeholders. Leveraging these relationships to their full potential and ensuring value generation.
  • Communication – Clear, articulate and specific in their communication style. Very adept at both verbal and written communication. Ability to adapt their communication style and focus to the situation and specific stakeholder. Strong listening skills. Good use of multiple communication channels to work with remote / virtual teams.
  • Inspiring & Supporting – Develops an in-depth knowledge of the brands and their stories and motivations of trade partners. Ability to turn brand stories and value stories to trade language and coach people on how to leverage it in business relationships. Active, purposeful and visibly passionate about their role.
  • Business Acumen and Drive – Good understanding of business levers and drivers. Ability to understand the strategic priorities of the business and trade partners and clearly see how to operationalize these for their market. Able to act with simplicity and be practical.
  • Planning & Organizing – Strong ability to prioritize and make realistic plans. Ability to delegate and follow-up a diverse portfolio of tasks towards 3rd parties, ensure delivering on commitments and business results with focus and commitment.
  • Analyse, Simplify and Conceptualize – Can effectively organise a great variety of data and qualitative observations and link them together to create simple to use materials. Ability to identify commonalities in multiple sources of insights and observations, clearly articulate the implications on how it impacts the business or brands and able to create brief improvement/change/innovation request.
  • Dealing with Ambiguity – Can effectively handle uncertainty and operate in a dynamic and changing environment without losing focus on longer term goals. Able to ask for help at the right time when required.

Embracing the Asahi Premium Brands Values

  • Is eager to step of comfort zone
  • Is constantly pushing the level of ambition and is not always satisfied with achievements; takes the business personally
  • Is informal and direct in the internal relationship and value feedback
  • Is focused on the strategic priorities and acts with simplicity and common sense avoiding unnecessary complexity
  • Executes perfectly paying attention to the details
  • Is market oriented and values clients and consumers as reference
  • Puts a genuine passion

Internal Interfaces

  • APB Field Portfolio Managers
  • AEL International Brand Custodians Teams
  • APB Business Development Managers
  • APB Finance Reporting Manager

External Interfaces

  • Distributors, their field forces and gold outlets in Countries
  • Central and in-country marketing agencies

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