Overview
The Head of Trade Marketing is responsible for developing a shopper-centric POS activation strategy that delivers profitable and sustainable growth for Hershey across the UK and Ireland. Through DME and TP, this role will connect brand strategy with retailer priorities, using deep insights to shape and activate a compelling promotional strategy at the point of sale.
Role Title: Head of Trade Marketing
Location: London, England
Summary: The Head of Trade Marketing is responsible for developing a shopper-centric POS activation strategy that delivers profitable and sustainable growth for Hershey across the UK and Ireland. Through DME and TP, this role will connect brand strategy with retailer priorities, using deep insights to shape and activate a compelling promotional strategy at the point of sale.
As a central role within the commercial organisation, we are seeking an influential leader with strong people and stakeholder management skills, capable of partnering cross-functionally to drive impact. The role requires exceptional commercial acumen, alongside a passion and entrepreneurial mindset to unlock opportunities and build our brands across the UK & Ireland.
Major duties / Responsibilities
Summary of major duties:
- Define an Insights Driven Trade Marketing Strategy to deliver accelerated growth in the priority channels for the UK: Grocery Multiples, Wholesale, Convenience and Discounters.
- Distribution Opportunities.
- Portfolio Strategy by Channel/Customer/Banner.
- Loyalty program development for Key Retailers (Nectar, Clubcard, etc.).
- POS brand activation strategy (TP & DME).
Develop a seamless omnichannel shopping experience that enhance our shopper conversion rates through all UK Marketplace.
- Path to purchase assessment and Shopper Drivers by Channel.
- In store merchandising and communication strategy.
- Go to Market Strategy for key segments/brands and innovation.
Participate in the Annual, quarterly and monthly planning process for each channel and Key Retailer.
- IBM Process - Input provider in the sales planning meetings, short and long term R&Os focused on ICS and EPOS targets.
- Report & present on Innovation performance, Distribution, Rate of Sale in monthly cross-functional business review meetings.
- Define promotional Strategy by Channel supporting sales and distribution targets.
- Lead co-ordinator on KPIs reviewed during quarterly connect with UK Distributor.
Lead and main point of contact for commercial cross functional teams (Sales, Marketing, Innovation, Commercial Finance) to achieve the commercial KPIs by Channel (NS, GM/GP, ICS, Epos and Distribution).
Central commercial point of contact for seasonal portfolio size of prize & innovation size of prizes.
Commercial budget management (DME-TP) by channel, maximizing resources to deliver both the Top and Bottom line KPI´s.
- Key interface with UK distributor’s category & activation team executing plans.
Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities
- A strong commercial mindset with relevant experience in confectionery or fast-moving consumer goods, underpinned by a clear value and growth orientation.
- An entrepreneurial and autonomous approach, balanced with a collaborative mindset and the ability to work effectively across functions.
- A strong results focus, with a proven track record of delivering against commercial and strategic objectives.
- An innovative, forward-looking mindset, with the ability to challenge convention and identify disruptive growth opportunities.
- The capability to operate successfully within a complex, large-scale corporate environment, demonstrating sound judgment and accountability.
- Proven ability to build alignment and consensus at all levels of the organisation, including peers, senior leaders and direct teams.
- A continuous improvement mentality, proactively identifying opportunities, encouraging new ways of thinking and driving positive change.
- Strong interpersonal and influencing skills, with a demonstrated ability to build long-term, effective relationships with key decision makers that deliver mutual value.
- Solid experience in budget ownership, trade investment management and disciplined commercial planning and execution.
Education:
Individual must know and understand current trade trends, market conditions and sales enablers through continued education and training. Bachelor Degree is a must.
Experience
- FMCG sales experience including selling, negotiating and leveraging insights to deliver tailored customer plans that achieve both company and customer objectives.
- Significant Trade Marketing experience, with proven ability to develop and execute shopper-centric POS, promotional and in-store activation strategies across multiple channels.
- Experience managing complex, multi-format customers and channels within the UK retail landscape, with an understanding of both traditional grocery and eCommerce / omni-channel environments.
- Demonstrated experience in trade investment management, SRGM, commercial modelling and scenario planning to support profitable growth.
- Strong understanding of category management, distribution strategy and omni-channel execution within the UK retail environment.
- Proven ability to lead cross-functional teams and influence senior stakeholders, both internally and externally, in a complex, matrixed FMCG organisation.
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