Off Trade Activator

About us

With over 200 brands sold in nearly 180 countries, we're the world's leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you'll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

About the role:
Purpose of the Role

The purpose of this role is to deliver shopper-facing Off Trade activations that improve visibility, conversion, promotional effectiveness and sell-out in priority customers and outlets. The role translates cycle plans, shopper priorities and customer requirements into displays, POSM, promotional mechanics, innovation launch support and execution materials that can be implemented with quality at store level.

This role exists to ensure Off Trade activation is not just material deployment. It is the discipline that turns commercial activity into shopper conversion, retail visibility, promotional impact and measurable return on investment.

Functional & Leadership Responsibilities

• Execute Off Trade activations that improve shopper conversion, visibility, display quality, promotional compliance and sell-out.
• Coordinate POSM, displays, secondary placements, promotional materials, innovation support, agency execution and distributor / merchandiser deployment.
• Ensure activation mechanics are customer-ready, store-ready, compliant, measurable and linked to commercial calendar and outlet priorities.
• Track activation quality, display compliance, promotional execution, shopper response, sell-out impact, customer feedback and ROI.
• Capture learning on which mechanics, displays, customers, outlets and promotional windows generate strongest return.
• Ensure spending, claims, materials deployment and customer requirements follow guardrails.
• Orchestrate Commercial Planning, Customer Marketing, Off Trade Sales, agencies, distributors and customers.

• Shopper Activation Plan
• Display and POSM Deployment Plan
• Promo Execution Compliance Tracker
• Innovation Retail Launch Support Plan
• Shopper Activation M&E Report
• Claims and Investment Support Pack
• Execution Issue Escalation Log

• 3-5 years of experience in Sales, Sales Activation, Trade Marketing, Field Sales, Sales Operations, or Commercial Execution within the FMCG, beverage, or consumer goods industry.
• Experience supporting the implementation of in-store activation plans, promotional campaigns, or commercial execution initiatives.
• Experience working with distributors and/or indirect sales models within the Off-Trade channel.
• Experience conducting field visits, monitoring execution standards, and identifying improvement opportunities at the point of sale.
• Experience coordinating with cross-functional teams to ensure the timely execution of commercial initiatives and activation projects.
• Experience tracking execution KPIs and supporting follow-up actions to improve field performance.

• Bachelor's degree in Business Administration, Industrial Engineering, Marketing, or a related field.
• Basic understanding of Off-Trade commercial execution, retail operations, and distributor management.
• Knowledge of sales execution fundamentals, including distribution, visibility, availability, merchandising, pricing, and promotional execution.
• Strong organizational and planning skills, with the ability to coordinate multiple activities in a dynamic commercial environment.
• Analytical mindset with the ability to interpret execution data and identify opportunities for improvement.
• Strong interpersonal and communication skills, with the ability to build collaborative relationships and influence stakeholders without direct authority.
• Proactive, execution-oriented, and continuous improvement mindset.
• Proficiency in Microsoft Office (especially Excel and PowerPoint); familiarity with Power BI or sales execution tools is considered an advantage.
• Valid driver's license and willingness to travel frequently within the assigned territory.