The On-Premise E&D Senior Manager in the Commercial W@POS function will be responsible for driving basket Incidence and develop integrated PICOS in E& channel based on shopper insights and channel strategies. This role requires leading E&D channel E2E commerce including integrating shopper marketing resource into channel 360 IA plan with marketing team, co work on OBPPC (Occasion, Brand, Package, Price & Channel) strategies with RGM team as well as VTM (Value-to-Market) processes and customer solutions. This role also responsible for E&D channel 360 IA alignment and execution result with Franchise and Bottling Group SCCL,CBL and ZH. Under Win@POS function, this role will report to on premise director and collaborate with channel strategy, Cold Drink development and Execution excellence team to drive E2E channel planning.
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Key Responsibilities:
Leading E&D channel development cross system integration
- Build E&D Channel role for 5 key categories
- Lead E&D channel basket incidence driving with shopper marketing resource integration
- Lead E&D sub channel PICOS development and shopper toolkits development
- Lead E&D incidence drive like O2O and Combo development
- Co work with RGM and RTM to develop segmented OBPPC strategies and future RTM strategies for E&D
- Enable E&D chain customer development and conversion
Always On PACE Strategy and Execution:
- Build and implement on-premise channel PACE strategies to drive market growth.
- Study hot spot effectiveness and develop activation and POSM tools to enhance market presence and consumer engagement.
- Co-work with Shopper X to build Occasion based communication development
Co-work with Marketing team to develop E&D channel IWP Execution plan
- Develop channel plans to support Category IWP execution in the market and drive transactions.
- Develop channel tools kit for IWP execution in hot spot
- Lead the marketing ATL resource like KOL to connect with customer development and incidence drive
- Ensure effective end-to-end execution of PicOS in collaboration with BG and Franchise teams.
Lead Meal O2O platform management and system capability building
- Lead System JBP with Meituan/ElM for Meal O2O annual contract
- Lead System meal O2O and Online Combo by window activation plan and resource allocation
- Lead system O2O and Online Combo capability building and tools development
Qualifications:
- Bachelor's degree in Business, Marketing, or a related field
- Minimum of 5 years of experience in commercial management within the Consumer Packaged Goods (CPG) industry and prefer to Beer Industry experience
- Proven expertise in channel development experience in E&D channel
- Strong understanding of shopper insights, channel strategies, and VTM processes.
- Experience in mean O2O capability or Vending development
- Demonstrated ability to synchronize ATL and BTL marketing resources.
- Excellent analytical, strategic planning, and project management skills.
- Ability to work collaboratively with cross-functional teams and stakeholders.
- Strong leadership and effective communication skills.