THE ORGANIZATION:
Guinness Nigeria Plc is a major market for Diageo and is No 2 in the World for Guinness.
GNPlc has 2 Breweries in Nigeria, with a large National sales force.
A key contributor to the success of the GNPLC strategic plan is an effective Customer Marketing team demonstrating industry leadership- translating trade strategy and brand Game Plans into a world class Commercial plan – winning the visibility war at the point of purchase and meeting both trade and consumer needs.
POST TITLE: Category Manager Visibility
JOB FUNCTION: Sales
TYPE OF JOB: Full Time
LEVEL: Level 5 (M1)
REPORTS TO: Category Manager Cold &Visibility
DIMENSIONS:
(a) Financial
- A portion of the brand budget is spent on reward and Point of Sales items and another portion on promo activation,
- A portion of Below-the-line (BTL) budget is spent on Point of sales & reward items.
(b) Market Complexity
- Customer marketing (CM) & Marketing ensure Point of Sales Materials (POSM) plans are in line with guidelines,
- Field sales to ensure plans are executed with excellence,
- Consumer planning and research (CP&R) leverage shopper & Category drivers understanding in POSM design & Choices.
PURPOSE OF ROLE:
- Deliver Sustainable Competitive advantage for GNPlc by:
- Supporting the definition of the GNPlc. Portfolio Visibility strategy,
- Translate the visibility strategy into POSM choices/Provide overall solution of Moment of Choice,
- Manage effectiveness of End to end POSM (point of sales material) process; from design choices to in market execution,
- POSM budget effectiveness,
- Enabling Joint Value creation with customers via GNPlc POSM solutions,
- Winning at the MOC (Moment of Choice) via Brilliant POSM execution.
ACCOUNTABILITIES:
- Strategy: Translating the visibility strategy into Portfolio POSM choices and support CP&R on visibility/POSM based research and translating strategies into design and execution,
- Design: Work with category managers, marketing and design agency to come out with POSM design solutions for the categories. Incorporate Shopper/consumer/customer insights and category drivers for each category into the design solution,
- Supplier and Production: Work with Procurement as the CM business contact to assess and qualify supplier(s) for the production of POSM items for projects. Forecast volumes for POSM by incorporating categories requirements,
- Delivery and Tracking: Follow up on POSM delivery to destination in line with timing, quantity and quality. Responsible for CM stores POSM inventory/movement to ensure proper management / utilization of POSM, and timely execution.
ROLE REQUIREMENTS:
- Category Knowledge Capability,
- Insight Based POSM solutions by Channel,
- Activity Management,
- Coaching.
EDUCATION QUALIFICATIONS, SKILLS & EXPERIENCED:
- Degree level or equivalent with minimum 5yrs commercial experience and good track record in field sales & customer marketing,
- A good understanding of all Diageo Way of Selling Capabilities and tools,
- Strong capability and able to coach others in Insights, Sales Drivers, Outlet Segmentation and Managing Relationships,
- A good understanding and strong capability to coach others on customer marketing fundamentals& BTL process.
LEADERSHIP REQUIREMENTS:
- Embody the Diageo Capabilities.
KEY MEASURES:
- Activities success rate, Visibility & POSM targets,
- POSM hit rate (timing, deployment, turn-around time etc) & budget effectiveness.
BARRIERS TO SUCCESS:
Barriers to Success in Role
- Being out of touch with trade, shopper/consumer and field Inability to collaborate effectively with the category teams and field sales,
- Inability to generate insights and translate them into specific actions,
- Inability to properly identify and mitigate risks,
- Flexible Working Options,
- Based at HQ in Lagos with minimum of 25% of time in trade.
HOW TO APPLY:
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