JOB PURPOSE
The Sales Operations Manager is responsible for the sales performance, across all GT/TT/ S &CM channels, for the country assigned. You will assist the Sales Director in delivering the overall Traditional Trade sales objectives, whilst supervising, fine-tuning and monitoring the execution and taking pro-active initiatives to cease every opportunity to increase the sales in accordance with the companies’ policies and strategies.
Main Focus Areas Include
To build, drive and steer brand equity and market share at the Point of Sale based on 3-win principles (win-win-win) for shopper, customer and the brand, delivering profitable growth
To steer the TT business by ensuring the delivery of agreed sales plan, profit, pricing, optimal distribution and presence at POP
Act as the Champion’ by ensuring customer and business relationships are established through partnerships
Supervise definition and execution of Trade marketing plans for brands. Manage and motivate the S&CM and Sales team in order to get leading position in POS. Meet sales, profit and market shares targets within agreed budgets.
Drive thought leadership with Key customers through expertise on and Implementation of Category Management principles
Primary Responsibilities
Leadership
To facilitate the development of an effective, coherent and integrated shopper and customer marketing strategy that results in BDF achieving its profit, growth and excellence at point of sale objectives
Provide direction for the Shopper & Customer Marketing team and clarify the decisions and actions required across the broader business and then lead and influence the outcome
Provide direction to TT Sales Team and Merchandising Team. Lead and inspire the TT team to drive delivery of the annual volume and value sales plans and company objectives
Develop an individual development plan for each direct report and provide guidance and direction for all individuals
Business Objectives
Pilot the S&CM strategy and operational activities in the EA market. To define by trade channels long and short-term strategy based on 3 win principle: for brand, for shopper and for customer
Implement and achieve TT business plans and strategies in Kenya, to deliver both financial (revenue, margin, cost, assets) and non-financial (volume, credit, growth) business sales targets
Collaborate and influence internal team (motivate, delegate, develop)
Share international experience and customize the regional/global best practices for EA market
Achieve the annual Sales and distribution target within agreed budget
Steer JBP/Value Chain negotiations: commercial trading terms and conditions e. g Discount structure, margins, credit days, promotional investments, new product listings for TT customers
Develop long term Strategic plans for each customer
Drive Market share growth
Critical Action Planning & Implementation
Planning, implementing and monitoring all sales and commercial activities within the assigned TT in collaboration with the Customer & shopper management and Sales Director
Set up and monitor activity/ promotional calendars specific to channels, with feedback and analysis in conjunction with S&CM
Achieve monthly and quarterly sales targets by brand whilst at the same time supporting accurate sales
Directs an annual review of excellence at the point of sale, special packs, trade investment and the competitive environment ensuring all areas of trade spend are reviewed.
Makes recommendations to customer and brand teams regarding improvements and defines new strategies to maximize long term profitable growth. Makes recommendations and facilitates agreement across sales on business-critical issues such as price increases and retail price deflation
Steer the development of all relevant trade channels by conducting customer activities, consumer promotions, building relations & the image of the company in line with policies and procedures
Makes recommendations to SD on areas and activities to be to be reviewed and benchmarked against best practice to ensure effective and progressive Sales and Shopper &
Customer Marketing functions. Manage the sharing of best practice of other BDF affiliates for the purpose of continuous improvement
Manage customer relationships professionally especially with top distributors and engage T2T executive meetings between BDF management and Customers
Ensure timely collection payments to Beiersdorf (within the stipulated time frames)
Recommend and implement incentive programs for the sales team. Provide reports on Month Incentives for team
Winning in Store and distribution
Ensure best in class Visibility and Merchandizing by implementing the in-store guideline and POS
Conduct trade visits with – alone or accompaniment as necessary, with regular contact reports. Complete field accompaniment forms when working directly with sales team for evaluation and progress
Ensure prompt and clear execution of trade activities
Achieve the numeric distribution and effective coverage target
Manage Sales force (on and off roll), Customers incentive program effectively and within budget Terms and Conditions
In conjunction with Controlling, and the SD agrees all customer specific pricing issues and where relevant specific brand and customer strategies. Ensures that all list prices are agreed with the Country Manager
Under the guidance of the established customer investment strategy makes recommendations on all terms and conditions for inclusion within annual agreements and ensures agreement with the sales management team
Gains agreement for product list prices in conjunction with the SD and Controlling. Ensures consistency across accounts of pricing policy and management. Ensures that the pricing policy is communicated effectively across the business. Ensures that all prices are agreed and signed off before being administered on SAP
Sales Training and Team Management
Actively and constantly evaluate the TT team potential for desired levels of skills and competencies
Develop and grow the team capabilities and skills by suggesting training needs based on performance appraisal and joint market visits (on job training)
Ensure Performance Reviews, Objective, Development plans and Mid-Year Review in good quality (SMART objectives; clear feedback)
Show behaviors in line with the Leading the Beiersdorf Way principles and ensure ongoing feedback to your team members around their performance & development
Supports the delivery of the agreed customer contact strategy. Sales Processes and Systems
Ensures the evaluation of and makes recommendations for the improvement of processes within Sales and Shopper & Customer Marketing
Business Forecasting & Reporting
Actively participate in all business forecasting meetings. Provide information/ recommendations on risks and opportunities within the customer portfolio assigned. Ensure laid down S&OP process is adhered
Recommends and effectively communicates risks and opportunities to the sales forecast providing commentary by both brand and customer
Attends monthly Forecasting meeting to provide updates on Sales and Shopper & Customer Marketing live issues
Provides clear in month reports on Trade Investment to SD against brand objectives
Create, suggest and facilitate solutions to maximize the annual business forecast including implications on Net Sales and profit. Act as Chairperson and process owner for the
New Business Opportunities process for VAS/LAS proposals
Owns competitive activity monitoring nationally, working with BDM’s and external agencies. Makes recommendations to SD on appropriate response strategy
Manage reporting of key RTM KPIs: IMS (Daily& Monthly), Numeric Distribution (Monthly) & Productivity (Monthly) Manage reporting of NS & PS by channel by customer by BGR by SPGR month on month
Ensure Data Orbis reporting meets business requirements & champion report consumption in the business
Distributor Management
Manage targeted DIH at DT point
Plan, Agree and Implement Value Chain with DT. Ensure the ROI is on track
Agreed infrastructure and other compliance requirements are met
Conduct regular Trade Visits with DSRs, and also to Set in-store standard and provide training and guidance for the achievement thereof
Beat management and productivity enhancement
Key Requirements
BA in Business Administration, Marketing or similar from a recognized University
A minimum of 5 -7 years’ experience in a wide range of FMCG sales functions with a recognized business
A very high level of commercial business sense with Care for clarity and quality
Strong Operational Knowledge and experience of working with key accounts
High degree of personal discipline with ability to work unsupervised
Fluency in Swahili and English languages
High proficiency in MS Office, Excel & PPT
Sales Skills; Negotiation Skills, Analytical & administration ability, strong social & interpersonal
A self-starter capable of assessing conditions and implementing appropriate interventions
Strategic thinking, growth & performance orientation
Customer & consumer orientation
An individual who upholds professionalism, integrity (has the ability to manage confidential information), respect and prioritizes the company
Ability to manage teams and facilitate development
