Regional “Trade Marketing” Manager

JOB PURPOSE

The role is designed to support front line sales teams by developing data and insights, aligning plans, providing effective activation solutions, and supporting the selling process. The purpose of the job is as follow: 

• Insights on consumer / shopper follow up in the assigned region
• Channel segmentation & Channel strategy (plan and develop Trade Marketing strategies adapted to the region)
• Channel activation, promotions follow up & POSM Management in the assigned region
• Region Excellence in execution follow-up 
• Management of third parties
• Follow up of competitors activities in the region
• Set up and update sales toolkits (including fact sheets)
• Budget follow up
• Manage the Trade Marketing activities in his/her region

Context

The Regional Trade Marketing Manager is responsible for the following:

• Assists sales and marketing department respectively in the implementation of strategies related to the specific brands and channels, at the POP, to achieve the business objectives of the company in the assigned region. (Volume, value, visibility of our portfolio in key / dedicated channels)
• Develop strategy to ensure that a retailer promotes a company's product against competition within the region.
• Ensure Bralirwa products are the consumer’s first choice at the point of sale in his/her region.
• To develop regional strategies that reach the target channels and audience for the specific brands and SKUs. 
• Ensuring excellence execution as per PICOS and provide guidance in channel strategy implementation in the region.

KEY RESPONSIBILITIES AND ACTIVITIES

Insight on Shopper & Consumer

• The ability to consistently generate innovative insights on shopper and on-trade consumer behavior by channel that drives channel strategies and plans, to create and maintain competitive advantage in the assigned region.

Channel segmentation & channel strategy

• The ability to group outlets, which have similar shopper / on – trade consumer’s needs motivations and behavior to enable an effective targeting of our brand’s offering and activation through winning channel strategies in the region

Excellence in Execution

• The ability to ensure the flawless execution of yearly channel operational plans, delivering agreed objectives on time, on strategy and within budget.

Channel activation, promotions follow up & POSM Management

• The ability to translate the year channel strategies into SMART yearly objectives and winning channel operational plans.

Management of third parties

• The ability to maintain effective and proactive relationships with third parties.

Follow up of competitors activities

• The ability to follow, monitor competition activities to adapt / adjust our plans.

Set up and update of sales toolkit (including factsheets)

• The ability to support the sales force by providing dedicated, adapted and updated sales toolkit.

Budget follow up

QUALIFICATION AND SKILLS

• Bachelor's degree in marketing, Management, Economics;
• 3-5 years, Field sales Experience in FMCG
• Working knowledge of Channel Marketing
• Basic skills in data analytics
• Fluency in English, Kinyarwanda. French is an added advantage
• Working knowledge of Microsoft Software: Word, Excel, PowerPoint

OTHER REQUIREMENTS

• Be able to work in multi-cultural, multi-national and multi-lingual organization
• Excellent and effective communication and interpersonal skills
• Time Management and Organizational Skills
• High level of commitment and working with minimal supervision
• Must be proactive, reliable and able to pay keen attention to the smallest of details

GROWING WITH BRALIRWA

At Bralirwa, there is no set career path. You will find continuous learning opportunities and colleagues who will encourage and support your growth in whatever path you choose to explore. We are a destination for curious minds and the more curious you are, the better.

Start learning new things and find out everything you can be.

WHAT WE OFFER

We’re committed to hiring diversely. Having employees from diverse backgrounds brings a wealth of perspectives and experience to our team.

We embrace Inclusion and Diversity, which means giving full and fair consideration to all applicants and continuing development for all employees regardless of age, gender, race, disability, belief and civil partnership, pregnancy, and maternity.

Not only do we offer a competitive salary, but also an additional pension scheme, an annual bonus, free lunch, 100% medical insurance, communication allowance, and enjoy a free Friday drink with colleagues. 

HOW TO APPLY

As a Diverse and Global Company, we recruit based on the principle of equal opportunity. This means that our hiring decisions are not based on race, color, religion, beliefs, etc. but our decision is purely based on your shown competencies and behaviors during the assessment process.

In case you meet the above requirement, please go to https://careers.theheinekencompany.com and search for “Regional Trade Marketing Manager”. 

All applicants must apply using our online application system, CVs received via email or standard post will NOT be considered.  If you face any challenges in applying, please let us know through jobs.bralirwa@heineken.com (no applications will be accepted through this email)

The closing date for submission of applications is Monday, 9th June 2025