To drive sell-out and strengthen the market performance of the beer portfolio in the traditional trade by ensuring flawless in-store execution, expanding distribution, and delivering impactful visibility and activation programs.

Key/Primary Responsibilities

• Drive Sell-Out Growth: Increase beer sell-out in traditional trade channels through targeted visibility programs, activation plans, and route-to-market optimization.
• Strengthen In-Store Execution: Ensure flawless implementation of brand guidelines, POSM deployment, and lighthouse standards across all outlets to maximise brand presence and impulse purchase.
• Expand Distribution & Numeric Presence: Improve coverage and availability of the beer portfolio in all relevant outlets, focusing on numeric distribution, stock rotation, and compliance with assortment priorities.
• Enhance Customer Relationships: Build strong relationships with key wholesalers, retailers, and traditional trade partners to secure shelf space, improve share of visibility, and drive loyalty to the portfolio.
• Execute Trade Promotions Effectively: Plan, implement, and evaluate consumer and trade-facing promotions that deliver incremental volume and measurable ROI.
• Optimize Route-to-Market Efficiency: Work closely with the Sales and Supply Chain teams to identify gaps, streamline execution, and ensure the right products reach the right outlets at the right time.
• Deliver Data-Driven Insights: Monitor market trends, competitor activity, outlet performance, and consumer behavior to provide actionable insights for business decisions.
• Support Brand Growth: Align all trade activities with brand strategies to reinforce positioning, build brand equity, and strengthen the portfolio’s leadership in the traditional trade environment.
• Ensure Operational Excellence: Guarantee compliance with visibility standards, quality serve standards (especially draught), pricing guidelines, and commercial fundamentals across the trade.
• H&S: Uniforms & protective equipment should be always worn by all merchandising team during working hours (45 hours per week excluding lunch time and pauses).
• Ensure QSE (Quality, Security, Environment) norms are respected at all times.