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Canada: Regional Trade Maketing Manager

diageo3

To be the expert within the defined field and accountable for for recommending appropriate actions and execution of sales levers including: compliance, brand prioritization, shopper behavior, brand equities and importance to the region delivering its AOP and develop fully integrated customer specific retail plans.

Decision Making:
Recommends the best mix of programming / promotional options to generate the expected growth in the retail channel within the planned budget and the defined region. Recommends what should be communicated to and from the Sales regions.

Complexity of Role:
Retail promotional activity is heavily regulated in Canada and every customer (Liquor Control Board) has its own set of rules and regulations, which continually evolve. There is a growing segments of independent retailers (+ 600) in BC, Alberta and Quebec that are as demanding as the LCB’s. Each customer has its Store Operations function that control execution in over 5000 stores across Canada. There are 13 levers that define what we can do. These levers have to be used in a TBA portfolio that encompasses 73 brands, 280 SKU’s with over 12 customers, for every month of the year, with at least 5 competitors in each category. We lack the Information Technology tool, so complexity is very high and sound judgment is required, The fact that our customers plan well in advance their promotions (LCBO 18 months) adds additional complexity in the ability to foresee changes in market dynamics.

More info here

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Friday, September 22, 10:40 pm

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